PBPC launched its annual consumer research program in 2020 to better understand how Americans view plant-based products and the broader transition to renewable materials. Each year, the research reveals a consistent trend: Americans overwhelmingly support plant-based products, even as many remain unaware of the wide range of everyday items that can be made from plant-based materials.
Consumers Are Demanding More Plant-Based Products
Consumer familiarity with plant-based products has grown significantly since PBPC began tracking the issue. In 2025, 71% of Americans said they were familiar with plant-based products, reflecting a multi-year increase and signaling that plant-based materials have firmly entered the mainstream.
Americans also view these products very positively: 85% report favorable opinions, and nearly 90% say they are interested in products and materials made from plants. This strong and growing favorability shows that plant-based products are no longer perceived as a niche category and are increasingly seen as everyday options.
Consumers are embracing plant-based products as a mainstream expectation, not a niche trend.
Consumers Are Ready to Purchase Plant-Based Products
Consumers are not only interested in plant-based products, but ready to buy them. In 2025:
- 86% of Americans say they are likely to purchase plant-based products in the next three months.
- Two-thirds of consumers report using plant-based products at least monthly, including popular categories like paper goods, household cleaners, personal care items, and food-service packaging.
- A large majority (81%) say they are more likely to support companies that use or produce plant-based products.
Consumers from All Parties Want Policymakers to Support Plant-Based Innovation
PBPC's research shows broad public support for the growth of the U.S. bioeconomy.
- 73% of Americans support federal incentives to expand plant-based product manufacturing in the U.S.
- This support crosses political lines — backed by Republicans, Independents, and Democrats.
Consumers see plant-based products as benefiting U.S. agriculture, manufacturing, and rural economies.
Learn more about PBPC's 2025 Consumer Trends Research!
Explore More Consumer Research
Check out additional insights from previous years:
Consumers Demanding More Plant-Based Products
Consumer familiarity with plant-based products has increased 20% since 2020 and is now at 75%.
Every year, we learn exciting new things about how consumers view plant-based products, and our 2024 research is no exception!
Consumers are now more familiar with plant-based products than ever! Since PBPC started its research project in 2020, consumer familiarity with plant-based products has grown nearly 20%, and almost 85% of consumers view plant-based products favorably.
Nearly 90% of consumers surveyed say they are interested in products and materials made from plants.
Consumer Spending Supports Plant-Based Products
Nearly 85% of consumers say they are likely to include plant-based products in their shopping cart in the next three months.
Two-thirds of consumers say they use plant-based products at least monthly, with paper products, household cleaners, and personal care products among some of the most popular items.
Most consumers – 83% – say they are more likely to support a company if it produces or uses plant-based products.
Consumers Want Public Policy Supporting Plant-Based Products
Nearly 7 out of 10 consumers (69%) say they would support federal incentives to boost plant-based product production in the U.S. That support is strong across Republicans (60%), Independents (68%), and Democrats (81%).
Check out more results from our 2024 consumer research!Familiarity With Plant-Based Products Increased
Consumer familiarity with plant-based products has increased 10% since 2020 and is now at 66%.
Our 2023 research shows that in addition to strong interest in plant-based products, consumers are more favorable towards companies, farmers, and policymakers who are involved in renewability initiatives.
Consumer Interest in Plant-Based Products Grows
Eight-in-10 consumers would consider purchasing plant-based products. More and more consumers are familiar with plant-based products (66%) and prefer plant-based alternatives over petroleum-based products.
Consumers Are Learning About Diverse Feedstocks
Consumers Are Buying Plant-Based Products
Nearly two-thirds (62%) of Americans report purchasing plant-based products monthly or more often. This number continues to grow as more and more consumers learn about the many benefits of products made from plants.
More than eight out of 10 (84%) consumers said they are likely to purchase products and materials made from plants in the next three months.
Over 70% of consumers said they consciously think about products and packaging made from plant-based materials when they are shopping, up from 65% in 2021.
View the results and learn more about the 2023 PBPC Consumer Research study.
Consumers Support Sustainability
Our 2022 research shows that in addition to strong interest in plant-based products, consumers are more favorable towards companies, farmers, and policymakers who are involved in sustainable initiatives.
Consumer Interest in Plant-Based Products Grows
Over 8 in 10 (82% – 4% higher than 2021 figures) of Americans have been exposed to plant-based products. More and more consumers are interested in purchasing plant-based products to provide a sustainable alternative to petroleum-based products – and to support American jobs!.
Consumers Are Buying Plant-Based Products
Nearly half (48%) of Americans report purchasing plant-based products monthly. This number only continues to grow as more and more consumers learn about the many benefits of products made from plants.
Close to nine out of 10 (88%) of consumers said they are likely to purchase products and materials made from plants in the next three months.
Over 70% of consumers said they consciously think about products and packaging made from plant-based materials when they are shopping, up from 65% in 2021 and rebounding to pre-pandemic numbers.
View the results and learn more about the 2022 PBPC Consumer Research study.
Awareness
Nearly 80% of the population has encountered or used plant-based products and more than half are committed to using plant-based product alternatives OR see opportunities to integrate them into their lives.
Since our initial research, consumers have become more familiar with plant-based products and understand that different types of feedstocks are used to make them.
Familiarity with corn use in plant-based products jumped from 37% to 47%
Familiarity with bamboo use in plant-based products jumped from 30% to 35%
Familiarity with soybean use in plant-based products jumped from 26% to 31%
Familiarity with hemp use in plant-based products jumped from 23% to 33%
Plant-Based Products Drive Consumer Interest
Companies at the forefront of leading technology in the plant-based products industry can tap into what consumers crave.
Consumers are much more likely to be interested in a company that leads innovations to create plant-based products OR who use plant-based products.
Our research shows consumers are 62% more interested in companies leading innovations and 61% more interested in companies using plant-based products.
View the results and learn more about the 2021 PBPC Consumer Research study.
Plant-based Potential
- More than 136 million U.S. consumers make up the domestic market potential for plant-based products.
- 54% of the U.S. adult population view plant-based products favorably and are likely to purchase them.
But...
Only 22% have strong familiarity with plant-based products and packaging.
People tend to associate plant-based products with paper and plant-based foods. There is some awareness of other plant-based products such as clothing, bags, boxes, and containers. But the full range of plant-based products includes much, much more.
View the results and learn more about the 2020 PBPC Consumer Research study.
Learn More About Plant-Based Products
PBPC works to educate consumers, policymakers, and industry about the benefits of plant-based products and the growing U.S. bioeconomy. Consumers encounter plant-based materials every day, from personal care items and household cleaners to toys, clothing, and furniture.
To explore the wide range of plant-based products available visit:
- PBPC’s Product Examples page
- Explore USDA’s BioPreferred® Program Catalog, a comprehensive resource for certified biobased products
Consumers want products that support American workers and grow the economy. PBPC is committed to demonstrating how plant-based products fuel domestic manufacturing, create high-quality jobs, and expand market opportunities for American farmers and rural communities.
Interested in a deeper dive into the research? Full results of PBPC’s 2025 Consumer Trends study are available exclusively to PBPC members.
Learn more about PBPC membership or contact us for additional information.