vegan food industry

Delivered May 18th, 2019. Contributors: Uche M., Stephen O., Oshione S. and

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Number of Vegans - United States

Based on various studies over the years, the estimated number of US consumers who considered themselves vegan was 4 million in 2014, 1 million in 2015, 3.7 million 2016, 19.6 million in 2017, 9.87 million 2018, and 5.08 million in 2019.
METHODOLOGYTo determine the number of consumers who considered themselves vegan in 2014, 2015, 2016, 2017, and 2018, we began by searching for pre-compiled data on the number of vegans for the specified years. This search strategy yielded data estimates compiled by the Vegetarian Resource Group for 2014, 2015, 2016, 2017, and 2019. For 2018 and 2019, we used data points provided by Gallup and Statista on the proportion of vegan consumers to calculate the number of vegans.
#1: 2014 and 2017Research on trends in prepared foods indicates that 6% of US consumers in 2017 are vegan, as compared to 1% in 2014. According to The Vegan Society, there were 4 million vegans in 2014 and 19.6 million in 2017.
#2: 2015According to the Vegetarian Resource Group, in 2015, there were 8 million adult vegetarians and 1 million vegans. According to the study, in 2015, about 3.4% of US adults aged 18 and over self-identified as vegetarians and 0.4% as vegans.
#3: 2016According to the Vegetarian Resource Group, in 2016 there were 4.3 million vegetarians and approximately 3.7 million vegans. According to the study, in that year, about 3.3% of US adults aged 18 and over self-identified as vegetarians and 1.54% as vegans.
#3: 2018According to a Gallup poll, as well as Statista, 5% of Americans are vegetarians, and 3% are vegan, in 2018. These are the same eating preferences reported in 2012. According to Gallup, 3% of younger eaters are vegan, 4% of persons aged 30-49 years are vegan, and only 2% of persons over 65 years are vegan.

Given that the US population, according to the US Census Bureau, for 2018 was 329.10 million, the number of vegans was 9.87 million (329.10 million * 3%). 
#4: 2019According to the Vegetarian Resource Group, as of March 2019, there were about 10 million vegetarians (4% of the 254 million US adult population) and about 5.08 million vegans in the US (2% of the 254 million US adult population).
ADDITIONAL INFORMATIONIn 2018, about 4% of vegans had an annual income of less than $30,000 with 2% earning above $75,000 annually. 
An estimated 5% of vegans were liberals, 2% conservatives, and about 1% moderates.

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Market Size - Non-Dairy Industry: United States

Statistics show that the United States' market size for non-dairy products has increasingly grown since 2014 except for 2018 when the growth has declined. The market sizes of the United States' non-dairy industry in the years 2014, 2015, 2016, 2017, 2018 were $2.19 billion, $2.43 billion, $4.9 billion, $5 billion, and $3.3 billion respectively.

The information used in answering this request was derived from a variety of sources that allowed us to provide the market sizes for the United States' non-dairy industry between the years 2014 and 2018.  Some sources that were used include Grand View Research, Bridge2Food, Food Navigator - USA, PR Web, Plant Based Foods Association, Dairy Reporter, Statista, and Mintel.
findingsMARKET SIZE OF THE UNITED STATES' NON-DAIRY INDUSTRY BETWEEN THE YEARS 2014-2018

For the non-dairy industry, the United States had a CAGR of 10 percent between 2010 and 2018. 

2014
The United States' market size for non-dairy products in 2014 was $2.19 billion. The non-dairy products include almond milk, soy milk, rice milk, and others.

2015
Non-dairy products in the United States had a market size of $2.43 billion in 2015. Also, for this year, the products include almond milk, soy milk, rice milk, and others.

2016
In 2016, the market size for non-dairy products in the United States was $4.9 billion.

2017
Dairy alternatives had a global market size of $11.90 billion in 2017. There was an increase in sales of plant-based foods and beverages in the United States as this grew by 8.1 percent amounting to $3.1 billion by August 2017. In the previous year (2016), the non-dairy industry in the United States experienced a growth of 20 percent and amounted to $700 million in sales. At the end of 2017, the total sales of plant-based food products amounted to $5 billion.

2018
The total sales (market size) of plant-based food (non-dairy products) reached $3.3 billion in 2018. The United States' non-dairy industry was expected to grow to $3 billion in 2020 from 2017. However, the target was already exceeded in 2018.

ADDITIONAL INFORMATION 

In 2017, the global market size for dairy alternatives was $11.90 billion. Between the years 2012 and 2017, non-dairy milk sales grew by 61 percent and it was predicted to reach $2.11 billion in sales in 2017. Product-wise, the United States' market share for almond was 64 percent, soy had a market share of 13 percent, and coconut's market share was 12 percent in 2017. The United States' sales of almond milk are expected to exceed $1.8 billion in 2020. In 2018, 20 percent of retail sales were from plant-based food, plant-based milk accounted for 9 percent of retail sales, and 24 percent of retail sales were from plant-based meat.

conclusionIn conclusion, the market sizes for the non-dairy industry in the United States between 2014 and 2018 were identified as follows: $2.19 billion (2014), $2.43 billion (2015), $4.9 billion (2016), $5 billion (2017), and $3.3 billion (2018).

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Plant Based Food Spend - United States

The total spending on plant-based food including fruits and vegetables (veggies) in 2014, 2015, 2016, 2017, and 2018 are estimated to be approximately $73.46 billion, $89.05 billion, $100.36 billion, $125.26 billion, and $155.01 billion respectively. Households in the US spent an average of $836.62 on fruits and vegetable in 2017. Total spends on plant-based food in the US was valued between $3.7 billion and $4.1 billion in 2018. The amount spent on plant-based food in 2014, 2015, 2016, and 2017 were estimated to be approximately $2.464 billion, $2.75 billion, $2.85 billion, and 3.1 billion respectively. Plant-based food accounted for 20% of the total spend on food in US in 2018. From 2014 to 2017, the share of plant-based food including vegan in the total amount of dollars spent on food in the US grew at a CAGR of approximately 2%. We have outlined below our research methodology and findings.
Research Methodology and FindingsAfter thorough and wide-reaching search through reputable media sources such as Plant Based News; plant-based food reports by reputable organizations such as Nielsen, SPIN, and FAIRR as well as plant-based food authoritative agencies such as Good Food Institute (GFI), Planted-Based Foods Association, and Food Navigator USA, the total spend on plant-based food in the US for 2014, 2015, 2016, and actual spend on fruits and vegetables could not be found preexisting as the information appeared to be unavailable in public domain. However, by making some logical assumptions and leveraging publicly existing data (the growth rate of total spend on plant-based food for 2015/2016 (3.4%), and 2016/2017 (8.1%), the total spend on plant-based food in 2017 and 2018 ($3.1 billion, and $3.7 billion respectively), a CAGR calculator, and spend on fruits and vegetables from 2014 to 2018), we were able to triangulate the total spend on plant-based food in 2014, 2015, and 2016. Though variance exists between values quoted by different sources consulted such Nielsen, SPIN, FAIRR, and Mintel & SPINS/IR, we have leveraged data jointly provided by Good Food Institute (GFI), Planted-Based Foods Association, and Nielsen in presenting our findings.
MARKET OVERVIEWThe US plant-based food industry including plant-based milk, vegan soups, plant-based yogurt (non-dairy yogurt), vegan tartar and vegan cheeses as well as plant-based meats, gravies, and ready-made meals accounted for about 20% of food spent in 2018 in the US. According to Plant-Based News, over one-third (39%) of the US population is actively making efforts to eat more plant-based foods, motivated by ethics, health, and environment. In 2017, households in the US spent an average of $836.62 on fruits and vegetable. Plant-based food including vegan accounted for 17.6%, 18.7%, 19.3%, and 19.5% of total dollar spent on food and beverage in 2014, 2015, 2016, and 2017 respectively. The share of plant-based food in the total amount of dollars spent on food in the US grew at a CAGR of 1.9% within the same period. The dollar spent on plant-based food grew by 3.4% from 2015 to 2016, and 8.1% from 2016 to 2017.
Spend on Plant-based food including fruits and vegetables (veggies) in us2018 — $155.01 billion
2017 — $125.26 billion
2016 — $100.36 billion
2015 — $89.05 billion
2014 — $73.46 billion
Spend on fruits and vegetables in usIn 2017, households in the US spent an average of $836.62 on fruits and vegetable. Spending on fresh fruits, and vegetables in the U.S. by households was $295, and $259 on the average in 2016. While we could find the actual spend on fruits and vegetables, we have used the total market size of fruits and vegetables in the US as a proxy for the actual spend.
2018 — $151.31 billion 
2017 — $122.16 billion 
2016 — $97.51 billion 
2015 — $86.3 billion 
2014 — $71.4 billion 
Spend on Plant-based food in us2018 — $3.7 billion as of August 2018
2017 — $3.1 billion 
2016 — $2.85 billion
2015 — $2.75 billion
2014 — $2.464 billion
While we were able to find the total spend on plant-based food in 2017 and 2018, we have triangulated the total spend for 2014, 2015, and 2016 following the steps outlined below:
Estimation of 2016, 2015, and 2014 market size
US plant-based market size in 2017 was $3.1 billion
The market grew by 8.1% from 2016 to 2017 and 3.4% from 2015 to 2016 
2016 market size = $3.1 billion (2017) — ($3.1 billion * 0.081) = $2.85 billion
2015 market size = $2.85 billion (2016) — ($2.85 billion * 0.034) = $2.75 billion
2014 market size 
Using a CAGR calculator, $3.1 billion (July 2018) as final value, $2.75 billion (2015) as initial value, 3 years (2018 – 2015) as number of periods, we calculated the CAGR of the US plant-based food market to be 10.40% from 2015 to 2018. Assuming the market grew at approximately 10.40% from 2014 to 2015. We estimated the market size for 2014 to be $2.464 billion as follows:
2014 market size = $2.75 billion — ($2.75 billion * 0.104) = $2.464 billion
Estimation of total amount Spend on Plant-based food including fruits/veggies in usWe have estimated the total spend on plant-based food including fruits and vegetables by summing the spend on plant-based food, and fruits & vegetables together as shown below:
2018 — $3.7 billion + $151.31 billion = $155.01 billion
2017 — $3.1 billion + $122.16 billion = $125.26 billion
2016 — $2.85 billion+ $97.51 billion = $100.36 billion
2015 — $2.75 billion+ $86.3 billion = $89.05 billion
2014 — $2.46 billion + $71.4 billion = $73.46 billion
BREAK DOWN OF SPEND ON Plant-based food BY segment in JULY 2018Milk (milk alternatives) — $1.6 billion
Meat — $697 million
Meal — $210 million
Tofu and Tempeh — $108 million
Egg and Mayo — $42 million
Ice cream — $222 million
Yogurt — $162 million
Cheese — $124 million
Creamer — $109 million 
Butter — $68 million
Dressings — $12 million 
FACTORS DRIVING SPEND ON PLANT-BASED FOOD IN THE USFactors driving spend on the US plant-based food include healthy/health food, animal welfare, cleaner/green ingredients, weight loss, environmental responsibility, and social responsibility. 
OTHER FINDINGSIn 2018, spend on plant-based cheeses grew at an impressive rate of 43%, with $124 million in sales.
Spend on plant-based yogurts grew from 2017 by 55% with sales at $162 million in 2018.
In 2018, spend on plant-based creamers increased at an incredible rate of 131% over 2017.
Spending on fresh fruits in the U.S. by households was $295 on the average in 2016, down 1% from 2015-16.
Spending on fresh vegetables in the US by households was $259 on the average in 2016, unchanged from the previous year.

Sources

From Part 01

Top Trends in Prepared Foods 2017: Exploring trends in meat, fish and seafood; pasta, noodles and rice; prepared meals; savory deli food; soup; and meat substitutes

reportbuyer.com

Publication Year: 2019

Quotes

"Consumers' diets are diverse, and while most claim not to follow a specific diet, there is a gradual shift occurring in response to health trends. Interestingly, 44% of consumers in Germany follow a low-meat diet, which is a significant increase from 2014 (26%). Similarly, 6% of US consumers now claim to be vegan, up from just 1% in 2014."

Is the Percentage of Vegetarians and Vegans in the U.S. Increasing? | Animal Charity Evaluators

animalcharityevaluators.org

Publication Year: 2018

How Often Do Americans Eat Vegetarian Meals? And How Many Adults in the U.S. Are Vegetarian?

vrg.org

Publication Year: 2015

Quotes

"With U.S. adults 18 and over numbering about 240 million, we can estimate the number of vegetarians in the U.S. adult population, based on this poll, to be approximately eight million adults. Vegans included in the vegetarian figure would be around one million people."

How Many Adults in the U.S. are Vegetarian and Vegan | The Vegetarian Resource Group (VRG)

vrg.org

Publication Year: 2016

Quotes

"With U.S. adults 18 and over numbering about 245 million, we can estimate the number of vegetarians (including vegans) in the U.S. adult population, based on this poll, to be approximately eight million adults. About half of vegetarians were also vegan. Approximately 3.7 million U.S. adults are vegan; 4.3 million are vegetarian but not vegan."

Snapshot: Few Americans Vegetarian or Vegan

news.gallup.com

Publication Year: 2018

Quotes

"5% of Americans say they are vegetarians, unchanged from 2012 3% say they are vegans, little changed from 2% in 2012"

United States - share of vegetarians and vegans in 2018 | Statistic

statista.com

Publication Year: 2019

Quotes

"During the survey, 5 percent of respondents in the United States said they considered themselves vegetarian, while 3 percent said they were vegan."

Statistics

vegansociety.com

Publication Year: 2019

Quotes

"USA: The number of vegans in America grew by 600% from nearly 4 million in 2014 to 19.6 million in 2017. "

United States - Total population 2023 | Statistic

statista.com

Publication Year: 2019

How Many Adults in the U.S. are Vegetarian and Vegan | The Vegetarian Resource Group (VRG)

vrg.org

Publication Year: 2019

Quotes

"Estimating about 254 million adults in the U.S, 46% sometimes or always eating vegetarian (including vegan) would be 116.8 million interested adults. Twenty percent sometimes or always eating vegan meals would be 50.8 million interested American adults. Four percent vegetarians (including vegans) would be ten million adults using the historical American vegetarian movement definition."

From Part 02

Dairy Alternatives Market Size, Share | Industry Trend Report 2019-2025

grandviewresearch.com

Publication Year: 2019

Global Plant Milk Market to Top $16 Billion in 2018: Innova Market Insights · Bridge2Food

bridge2food.com

Publication Year: 2017

From Part 03

3p Weekend: 10 Companies Bringing Plant-Based Protein Mainstream

triplepundit.com

Publication Year: 2017

Quotes

"The rise of plant-based protein may be one of the biggest stories the food industry will see this decade. The U.S. plant-based food sector generated a staggering $4.9 billion in revenues last year, a growth rate of 3.4 percent over 2015."
"Pacific's products can be found in nearly all mainstream grocers, and its annual revenues are estimated to exceed $90 million."
"The brand attracted $50 million in seed funding from a private equity firm in 2015 and has grown steadily ever since. You can now find its products at mainstream grocers nationwide, including Target and Giant."

39% Of Americans ‘Actively Trying To Eat More Plant-Based Foods’

plantbasednews.org

Publication Year: 2018

Quotes

"More than a third of Americans (39 percent) are actively trying to eat more plant-based foods, motivated by ethics, health, and the environments."
"According to new data by Nielson, animal-free options now account for almost 20 percent of food and beverage dollars spent in the US last year."

Nielsen Retail Sales Data for Plant Based Foods

plantbasedfoods.org

Publication Year: 2017

Nielsen Data Release 2018 - Plant Based Foods Association

plantbasedfoods.org

Publication Year: 2018

Quotes

"Plant-based cheeses grew an impressive 43%, with $124 million in sales. Plant-based yogurts grew 55% with sales at $162 million. Plant-based creamers grew at incredible 131% over last year."