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Exploring the explosion of veganism in the United States
Veganism in the US has grown from obscurity to become a mainstream part of the American diet. Since 2004, the number of Americans turning plant-based has reached 9.7 million people, growing from around 290,000 over a period of 15 years.
Our team examined where this change is being driven across the country, investigating Google search trends to see which states expressed the most interest in plant-based diets over time.
Explore our interactive chart below to see how Google Search interest in veganism changed in each state. Click each year to see the change.
Guide authored by IPSOS Retail Performance, experts in retail intelligence.
Using Google Search data, we were able to determine the levels of interest in vegan and plant-based diets in the United States over the period 2004 to 2019.
The search data is compiled state-by-state to build up a picture of interest over the period, each state’s degree of interest is represented using a colour scale to denote intensity of interest.
States highlighted in green represent those with a high interest in vegan/plant-based diets, those highlighted in red denote states with the least interest.