Plant-Based Diets Surge in Popularity as Gen Z Drives Healthy Eating Trend

The trend towards plant-based eating has accelerated rapidly over the past year. Major food retailers and restaurants report double-digit growth in sales of plant-based products, with demand highest among consumers aged 18 to 28, as per NielsenIQ data.

A recent study by the International Food Information Council (IFIC) found that 43% of Gen Z respondents identify as flexitarian, vegetarian, or vegan, compared to just 21% of Baby Boomers. This generational divide is changing how food companies market and develop products.

Gen Z’s preference for plant-based diets is rooted in concerns about personal health, animal welfare, and environmental sustainability, according to a 2026 IFIC survey. Social media platforms like TikTok and Instagram have amplified these values, with influencers sharing recipes and meal plans to millions of followers.

Fast-casual chains such as Sweetgreen and Chipotle have expanded their plant-based offerings in response to demand. Sweetgreen reported a 28% increase in sales of its vegan bowls in Q4 2025, while Chipotle’s plant-based chorizo remains a top seller, as reported by CNBC.

Nutritionists highlight the health benefits of plant-based diets, including lower risks of heart disease, diabetes, and certain cancers. The American Heart Association recommends increasing intake of fruits, vegetables, legumes, and whole grains for optimal cardiovascular health.

A 2025 meta-analysis published in The Lancet found that individuals following a plant-based diet had a 23% lower risk of developing type 2 diabetes compared to those with high meat consumption. These findings have contributed to the trend’s momentum.

Environmental impact is another key motivator. The United Nations Environment Programme reports that livestock farming accounts for nearly 15% of global greenhouse gas emissions. By reducing meat intake, consumers hope to lower their carbon footprints.

Animal welfare advocacy has also gained traction. Organizations like PETA and The Humane League have launched high-profile campaigns, influencing young consumers’ attitudes toward food choices and ethical eating.

Major food manufacturers are investing in plant-based innovation. In 2026, Nestlé and Unilever both announced new lines of vegan products, while Beyond Meat and Impossible Foods expanded distribution to mainstream supermarkets, according to Reuters.

Grocery chains such as Kroger and Whole Foods have dedicated more shelf space to plant-based options. According to Supermarket News, plant-based dairy alternatives now account for 18% of total milk sales in the U.S., up from 12% in 2024.

Despite growth, some nutritionists warn that not all plant-based products are healthy. Highly processed meat alternatives can be high in sodium and additives. Experts urge consumers to prioritize whole foods over processed options.

Affordability remains a concern for lower-income households. While prices for plant-based staples have decreased, specialty vegan products can still be cost-prohibitive. Advocacy groups are calling for subsidies and education to ensure equitable access.

Analysts predict the plant-based trend will continue to grow, with more innovation in protein sources such as lab-grown meat and algae. The IFIC forecasts that by 2030, plant-based foods could comprise 25% of all grocery sales in the U.S.

Public health campaigns and school nutrition programs are expected to further promote healthy eating habits. The U.S. Department of Agriculture recently updated its dietary guidelines to emphasize plant-based foods for all age groups.

As the movement gains momentum, the food industry, policymakers, and consumers alike are adapting to a new era of healthy, sustainable eating. The plant-based revolution shows no signs of slowing down in 2026.

Sources: The New York Times, NielsenIQ, International Food Information Council, CNBC, The Lancet, United Nations Environment Programme, Reuters, Supermarket News, American Heart Association.