A new map by Newsweek reveals that the most vegan obsessed states lie mainly in the west and northeast of the country.
The map is based on research by Total Shape in 2023, which analyzed vegan-related search terms on Google over the past year to determine which states are leading the way in vegan interest and what plant-based proteins are most favored in these areas.
The Context
Veganism is a lifestyle and dietary choice that excludes all animal products, including meat, dairy, eggs, and honey.
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Vegans opt for plant-based alternatives, emphasizing foods such as vegetables, fruits, grains, nuts, seeds, and legumes.
The reasons for adopting a vegan diet vary, including concerns about animal welfare, environmental impact, and personal health.
As veganism grows in popularity, understanding regional trends can provide insights into consumer behaviors and preferences, particularly in the food industry.
What We Know
The study examined the search volume of vegan-related terms per 100,000 residents in each state over the last 12 months. Hawaii topped the list with over 1,700 searches per 100,000 residents, making it the most vegan-obsessed state in the country.
The most popular search term in Hawaii was “vegan,” followed by “vegan restaurants,” indicating a strong interest in both the lifestyle and dining options. Jackfruit, a tropical fruit known for its meat-like texture, is the preferred source of plant protein in Hawaii.
Oregon ranked second in the study, with 1,500 vegan-related searches per 100,000 residents. Oregon is known for its agricultural products, and its residents favor quinoa and jackfruit as their top sources of vegan protein. Quinoa is particularly valued for being a complete protein, offering all essential amino acids.
New York came in third, with 1,300 vegan-related searches per 100,000 residents. Similar to Oregon, New Yorkers also favor quinoa and jackfruit, with chia seeds being another popular protein source. Chia seeds are packed with 17 grams of protein per 100 grams, making them a versatile and nutritious addition to many vegan dishes.
California, often seen as a hub for health-conscious lifestyles, ranked fourth, with just over 1,000 searches per 100,000 residents. Despite its lower ranking, California still boasts a significant vegan community, supported by nearly 8,000 vegan restaurants across the state.
What’s Next
These findings have important implications for the food industry, particularly for companies looking to cater to the growing demand for vegan products.
Understanding the regional preferences for plant-based proteins can help businesses tailor their offerings, marketing strategies, and distribution plans to meet the needs of consumers in different states.
While traditional vegan strongholds like California continue to play a significant role, it’s the states of Hawaii, Oregon, and New York that are currently leading the way in vegan interest. This trend highlights the diversity and regional nuances in the adoption of veganism, pointing to broader cultural shifts towards plant-based eating across the U.S.
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