AI search agrees that media stories about growth in vegan eating are not true.
Survey data shows veganism remains a small niche in the U.S.—about 1% identify as vegan and 4% as vegetarian, down slightly from earlier Gallup surveys. At the same time, market forecasts project strong growth in vegan food sales globally, but those are model-based projections. Restaurant closures reinforce the reality that vegan dining is struggling in many regions.
What the Data Shows
- Gallup 2023 survey: Only 1% of Americans identify as vegan and 4% as vegetarian, essentially unchanged or slightly lower than 1999–2001 levels (6% vegetarian, 2% vegan) veganfta.com news.gallup.com The Takeout.
- Demographics: Political liberals (9%) and lower-income adults (7%) are more likely to be vegetarian, but veganism remains statistically tiny across all groups veganfta.com The Takeout.
- Behavioral trends: While few adopt strict vegan diets, many report reducing meat consumption for health or environmental reasons, suggesting “flexitarian” eating is more common than full veganism The Takeout.
Restaurant Closures
- Major closures: Longstanding vegan restaurants in Los Angeles, Portland, New York, and Boston have shut down, some after decades in business VegNews.
- HappyCow data: New York dropped from 173 vegan restaurants in 2022 to 132 in 2024; Portland from 61 to 46; Los Angeles from 61 to 48—a 20%+ decline VegNews.
- Case study: Sage Vegan Bistro in L.A. added meat in 2024, alienated its vegan customer base, and closed all locations in early 2025 veganfta.com Plant Based News.
- Causes: High rents, food costs, pandemic fallout, staffing shortages, and declining customer traffic hit vegan restaurants especially hard VegNews.
Market Forecasts vs. Reality
- Global vegan food market: Valued at $16.55B in 2022, projected to reach $37.5B by 2030 (CAGR ~10.7%) Grand View Research. Other reports forecast growth to $103B by 2032 Fortune Business Insights or $72.6B by 2035 Business Research Insights.
- Drivers of growth: Rising health awareness, lactose intolerance, environmental concerns, and innovation in plant-based products Grand View Research Fortune Business Insights.
- Limitations: These are model projections, not direct measures of consumer adoption. They often reflect optimism from industry stakeholders rather than survey evidence of widespread lifestyle change.
Reconciling the Contradiction
- Survey evidence: Veganism is flat or declining in the U.S. population.
- Market evidence: Vegan products (meat substitutes, dairy alternatives) are growing as niche categories within mainstream diets.
- Restaurant evidence: Dedicated vegan establishments are struggling, suggesting demand is insufficient to sustain them outside major urban areas.
- Interpretation: Veganism as an identity remains niche, but vegan products are integrated into broader consumer diets. This explains why forecasts show growth even as Gallup surveys show stagnation.
Summary
The media narrative of “explosive growth” in veganism is misleading if taken to mean large-scale lifestyle adoption. The reality is stable, tiny percentages of vegans, closures of vegan-only restaurants, and growth concentrated in product innovation and flexitarian consumption. In other words: veganism as a movement is niche, but vegan products are mainstream options.
