Vegan eating habits in 2025: Here’s what people are actually putting on their plates

In 2025, vegan eating habits have become more mainstream and diverse than ever. Contrary to the stereotype that vegans only eat salads and tofu, data shows that vegans are incorporating hearty legumes, whole grains, colorful produce, and an increasing variety of plant-based meats and milks into their diets. The perception of vegans living on sparse rabbit food is outdated, as today's vegans enjoy a wide variety of foods, including plant-based versions of familiar favorites.

A 2024 audit of key markets revealed that common vegan grocery items include legumes, whole grains, fruits and vegetables, meat substitutes, and dairy alternatives. While the COVID-era led to a surge in plant-based sales, growth isn't always linear, with cost being a top barrier to buying plant-based foods. Despite this, an increasing number of consumers, across all generations, are looking to incorporate more plant-based foods into their diets, reflecting a trend towards plant-centric eating that is expected to continue growing through the decade.