A Quarter of Americans Are Limiting Meat – But Plant Proteins Still Don’t Do It for Them

In the US, 24% of consumers are cutting back on meat this year, but enthusiasm for plant-based alternatives remains low – here’s why.

While Americans may have spent more on meat last year than ever before, nearly a quarter (24%) of them say they are limiting their intake this year.

While this share is lower than the 29% who were cutting out meat in 2022, it still represents a two-point increase from 2024. The shift is being led by women, baby boomers, and low-income Americans, according to a survey of over 1,500 consumers.

In a report published in collaboration with the Culinary Institute of America, the non-profit Food for Climate League, and the Menus of Change University Research Collaborative, research firm Dataessential found that men, Gen Zers and millennials are among the demographics least likely to put less beef on their plates.

While interest in plant-based eating remains, it has largely dipped from 2023 levels. Only 19% will intentionally choose animal-free dishes when dining out this year (versus 27% in 2023), for example. Instead, the focus is more on reduction over complete replacement – 37% of Americans plan to order meat dishes mixed with plants from restaurants (think a burger made from beef and mushrooms).

People are also much more likely to order meals with whole ingredients like beans and legumes (28%) than those with vegan meat alternatives (17%), though both these options are less appealing than they were two years ago.

“Consumers overwhelmingly trust whole foods – nuts, legumes, and grains – over processed plant-based meat alternatives,” the 2025 edition of the Plant-Forward Opportunity report reads. And while red meat is losing ground, animal protein sources are still rated by most Americans as “the highest-quality sources of protein”.

Plant proteins low on Americans’ priority list

The research shows that Americans are enamoured by protein, especially poultry, which is consumed by 90% of the population. Dairy and eggs aren’t far behind, and red meat intake stands at 86%. In contrast, the most consumed plant-based protein sources are nuts and seeds (77%), followed by whole grains (62%) and legumes (57%).

Plant-based meat is way down the list, with only 23% of Americans eating products like the Impossible Burger. Even fewer (21%) eat tofu and tempeh, and seitan is at the bottom of the list, appearing on the table of only one in eight Americans.

Men are significantly more likely to be eating red meat and protein supplements, as well as vegan meat alternatives and tofu. Plant proteins are most appealing to millennials, while Gen Z is the least likely generation to regularly consume poultry, seafood, legumes, nuts, or meat analogues.

Interestingly, those who limit meat are really only cutting back on red meat. And here, too, plant-based foods are much less popular than animal protein. Around 60% of meat reducers eat tofu, tempeh and meat alternatives at least weekly, compared to 86% who say the same for poultry.

There’s one simple reason for this: Americans think animal proteins are the best way to pump up their macros. Between 85% and 90% rate beef, eggs and chicken as high-quality protein sources, much higher than tofu (41%) and plant-based meat (36%).

The data highlights a gap in consumer education here, given that many Americans have a “misguided” perception that vegetables contain more protein than whole grains, legumes, soy, and meat analogues.

Familiarity and taste the biggest plant-based opportunities for restaurants

According to Dataessential, many consumers still hesitate to order plant-forward meals at restaurants. And while there are a number of roadblocks, by far, how they taste is at the top of the list, with 45% of Americans dissatisfied with the flavour of such dishes.

Satiety is high on the list too, as 28% report feeling hungry just two to three hours later. A similar share of diners (27%) don’t think vegetables and plant-based ingredients are worth the money they pay. For a quarter of consumers, not getting enough protein was a major concern too.

Meanwhile, around one in five feel plant-based foods are too processed and that restaurants don’t have enough exciting meat-free options.

“Among consumers who do express some level of concern about plant-based restaurant dining, boomers are held back primarily on the taste of plant-based offerings, while Gen Z and millennials are more likely to express a wider variety of concerns, from protein content and energy provision to cost and visual appeal,” the report states. That said, younger consumers are also the most open to being swayed, as there are many strategies to do so.

Restaurants that highlight familiar flavours or offer samples of plant-forward dishes stand to gain the most ground, as these would sway 44% and 38% of consumers, respectively. Likewise, 30% of Americans would try these options if they were in dishes they know or love, or in a familiar format (like pizzas, sandwiches or burritos).

If they knew all the ingredients, or if the ingredients used were simple, a quarter would find plant-based dishes on the menu appealing. Cost is another factor, especially relative to animal proteins – 21% of Americans would choose plant-forward meals if they’re cheaper or offered at a discount to meat-based dishes. However, its importance is down by five points compared to 2023.

“While craveable, well-loved flavours remain the most effective way to drive plant-forward ordering, consumers in 2025 are increasingly motivated by value and service-driven strategies – and less by sustainability or local sourcing messages compared to 2023,” the report suggests.

“Operators should instead highlight what diners gain from choosing plant-forward options – whether it’s added value through combos and meal deals, familiar and satisfying formats like pizza or burritos, or trusted cues like chef and server recommendations. The key is to make plant-forward feel like the better, more exciting choice, not just the cheapest one,” it adds.