Back to McKinsey Chart of the Day

Why consumers are vegging out

For many consumers, eating plant-based alternatives to meat has more to do with personal health than the environment, find senior partner Jessica Moulton and colleagues. According to a recent survey, eaters across the United States, France, and the United Kingdom cite health, taste, and other factors as primary reasons for consuming plant-based products. In Germany, however, animal welfare and the environment rank highly as reasons to go plant-based.

Consumers, especially in the United States, enjoy plant-based products for their own health more than for the health of the environment.
We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at:

To read the article, see “Hungry and confused: The winding road to conscious eating,” October 5, 2022.