Percentage of U.S. consumers interested in alternative diets 2018, by generation

In 2018, over 60 percent of millennials in the United States were interested in the flexitarian diet. A flexitarian diet implies eating mostly plant-based foods, but also meat and animal products in moderation. Millennials led 2018’s list for each of the alternative diets.

Millennial nourishment

About 50 percent of American millennials were curious about the vegetarian lifestyle in 2018. The number one reason why millennials decided to adopt a meat-free diet was for their overall health. There were, however, other factors that influenced the group in 2018, such as the impact on the environment and the treatment of animals. In terms of nutrition, the younger generation has been changing its eating behavior and food choices in recent years. In 2018, roughly half of millennials in the United States were willing to pay extra for food that offered benefits beyond basic nutrition. In contrast, only about a third of American boomers were inclined to pay a premium.

Plant-based foods market

In recent years, the number of plant-based foods, which serve as alternatives for meat and dairy products, has risen. In the United States, the sales value of plant-based spreads, dips, sour cream, and sauces has grown by just over 50 percent.

Share of U.S. consumers who were interested in flexitarian, vegetarian, or vegan diets in 2018, by generation

Exclusive Premium statistic

You need a Premium Account for unlimited access.

  • Full access to 1m statistics

  • Incl. source references

  • Available to download in PNG, PDF, XLS format

Premium Account

only $59 / month *
*Duration: 12 months, billed annually, single license

Access to this and all other statistics on 80,000 topics from

$708 / Year

Show detailed source information?
Register for free
Already a member?
Log in
Sources

Release date

May 2018

Region

United States

Survey time period

2018

Age group

18 years and older

Statista Accounts: Access All Statistics. Starting from $708 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account!

Premium Account
Your perfect start with Statista
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references

$59 / Month *

Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract.
   Prices do not include sales tax.

Statistics on "Millennials in the U.S.: Grocery shopping behavior"

Statista Accounts: Access All Statistics. Starting from $708 / Year
Learn more about how Statista can support your business.