

Survey finds most Americans wrong about cost of vegan diet, despite evidence plant-based eating saves money
More than six in ten American adults mistakenly believe that eating a plant-based diet is more expensive than a diet that includes meat and dairy, according to a new survey from the Physicians Committee for Responsible Medicine and Morning Consult. The misconception is especially pronounced among Baby Boomers, 67% of whom say plant-based eating costs somewhat or much more than the Standard American Diet.
The survey, conducted 10-12 June among 2,206 US adults, lands at a time when grocery prices remain a major concern nationwide. Seventy-seven percent of survey respondents said food costs are too high overall, with 70% naming meat as the grocery item they spend the most money on.
Xavier Toledo, a registered dietitian with the Physicians Committee, a 501(c)(3) nonprofit organization, headquartered in Washington, DC, said the findings highlight how much confusion persists about the price of vegan eating, even though many basic plant foods are cheaper than animal products.
“The survey suggests many consumers may not realize that meals built around whole or minimally processed plant foods – like beans, grains, tofu, and vegetables – are often far more affordable than meals centered on animal products like meat and dairy,” Toledo said.
Price pressures have been especially acute in the meat aisle. Data from the Pew Research Center shows that since January 2020, the cost of meats, poultry, fish, and eggs has risen by 36.4% – faster than any other food category. That reality clashes with public perception that vegan eating is pricier.
“Centering a plant-based diet on whole, minimally processed foods is one of the most effective ways to not only nourish your body, but also cut grocery costs,” said Toledo.
Scientific research bolsters that claim. A 2024 study published in JAMA Network Open by the Physicians Committee found that a low-fat vegan diet reduced food costs by 19%, or US$1.80 per day, compared to a Standard American Diet including meat, dairy, and other animal products. The researchers reported that savings came largely from spending US$2.90 less per day on meat, fifty cents less on dairy, and fifty cents less on added fats. Those savings outweighed modest increases in spending on vegetables, grains, and plant-based meat alternatives.
Similarly, a 2021 study from Oxford University estimated that a vegan diet could reduce consumers’ food bills by as much as one-third when considering the broader economic impacts of diet-related health care costs and climate change. A separate 2022 study also concluded that plant-based consumers spent less on food than any other dietary group.
Toledo emphasized that practical shopping and cooking strategies can make plant-based eating more budget-friendly. “Simple shifts – like buying produce in season, choosing frozen or canned when it’s more affordable, cooking in batches, and leaning on budget-friendly staples like potatoes, beans, and brown rice – can make a big difference,” he said. “These strategies add up – helping you save money without shortchanging your health.”
Beyond cost savings, Toledo pointed to the broader health benefits of eating more plants. “The benefits don’t stop at saving money. A plant-based diet can support weight management and help prevent – and in some cases even reverse – lifestyle-related diseases like heart disease, obesity, and type 2 diabetes,” he said. “The diet can also reduce risk for certain cancers. And it doesn’t hurt that plant-based eating can taste amazing, too.”
To illustrate how affordable plant-based meals can be, Toledo shared examples from the Physicians Committee’s recipes. A tofu scramble serving four costs about $1.70 per serving, offering a lower-cost alternative to scrambled eggs while delivering protein, fiber, and flavor.
For lunch or dinner, a protein-packed three-bean chili, swapping ground beef for beans, comes in at roughly US$1.75 per serving. Meanwhile, hearty chickpea burgers served on whole-wheat buns cost only about US$1.05 each.
“These examples show how plant-based meals can be both nutritious and easy on the wallet,” Toledo said.
Even as grocery prices continue to challenge American shoppers, Toledo said the survey results suggest there’s still work to do in educating people about the real costs – and savings – associated with plant-based eating.
“Many people are paying more than they need to, simply because they believe plant-based eating is out of reach,” he said. “The truth is, a vegan diet built on whole foods can be one of the best bargains in the grocery store.”
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