One billion vegan and sustainable apps published “Understanding the American Herbal Consumer”a detailed report detailing US consumer attitudes and behaviors toward plant-based foods.

Industry Influences

Among the top takeaways, abillion notes that the app has seen a marked increase in the number of non-vegan US users showing an interest in plant-based foods. These members represent 51% of its US user database.

By analyzing nearly 1.4 million reviews on its digital platform over three years, abillion says it discovered five trends happening in the industry:

  1. Interest in the plant movement is strongest in California, New York and Florida. Millennials and Gen Z women, who make up 65% of American abbillion members, are leading the enthusiasm for plant-based lifestyles.
  2. Health remains the top motivating factor for most alternative meat shoppers, with 47% choosing it as their top priority, compared to 33% who indicated ethical concerns.
  3. Among young Americans, the reductionist lifestyle, in which individuals actively reduce their meat consumption, is very popular and should be a point of transition to veganism in the years to come.
  4. The growing popularity of plant-based snacks represents a significant opportunity for the food industry. The snacks segment is currently valued at $32 billion and is expected to grow at a CAGR of 8.7%.
  5. The sustainable skincare category, especially sunscreen, grew by around 35%.
a billion vegan apps
© abillion

A growing wave

The report also points to a January 2022 survey from Oklahoma State University which found that about 10% of Americans under 18 consider themselves vegan or vegetarian. Overall, the report finds that plant-based companies need to innovate in products and marketing to address consumers’ overlapping health, environmental and ethical concerns.

“The United States is one of our key markets, representing 22% of our global community. It’s exciting for us to share information about the preferences of our American community,” said Vikas Garg, Founder and CEO of abillion.

Pizza Vegan Food
©Vegano Foods

He adds, “We share this information to drive consumer adoption, consumer advocacy, and help make vegan options loved by people and businesses around the world. Above all, the work we do here has a direct positive impact on the environment and animals. I see abillion as a catalyst for meaningful and intentional change for the future.