Taste over trends: What the 2025 Plant-Forward Report reveals about consumer dining habits

A new report from Datassential, in collaboration with the Culinary Institute of America, Food for Climate League, and the Menus of Change University Research Collaborative, offers an in-depth look at what’s driving consumer decisions around plant-forward dining in 2025 – and where food-service operators can meet them.

While the cultural spotlight on protein continues to shine – visible on everything from snack packaging to social media – consumer choices at mealtime are influenced by a more grounded mix of priorities. According to the 2025 Plant-Forward Opportunity Report, nearly one in four Americans is actively limiting meat. Yet even among these 'meat limiters', flavor, satiety, and value continue to dominate decision-making, particularly in restaurants.

The report paints a detailed picture of the evolving relationship Americans have with protein. Poultry, dairy, and eggs remain the most widely consumed protein sources, with red meat beginning to lose traction, especially among consumers aiming to reduce meat intake. Meanwhile, trust in whole food plant-based proteins such as legumes, grains, and nuts continues to rise – although processed meat alternatives like seitan and soy-based products have yet to gain widespread credibility as high-quality protein sources.

Consumers’ willingness to explore plant-forward options varies significantly by demographic. Women, Boomers, and lower- to middle-income consumers lead the movement toward limiting meat, often motivated by long-term health goals and affordability. Younger generations, especially Gen Z and Millennials, remain skeptical but open. Their biggest barriers include concerns about flavor, satisfaction, and whether plant-forward meals will keep them full or provide enough protein. Nearly a third of Gen Z respondents said they worry about being hungry after a plant-based meal, while a quarter voiced concern over not getting enough protein.

Despite these hesitations, Gen Z and Millennials are also the most persuadable. The report identifies strategies that appeal to these diners: offering familiar flavors, transparent ingredient lists, visually appealing presentations, and opportunities to sample plant-forward dishes before committing. A full 44% of consumers said they’d be more likely to choose a plant-forward dish if it featured flavors they already know and love.

One insight that stands out is the power of mixed-protein dishes – meals that combine animal and plant-based proteins. These hybrids were consistently ranked as the most unique and, when price was introduced as a factor, emerged as the most appealing choice for many diners. For example, a Mediterranean-inspired chicken and falafel souvlaki plate outperformed both a fully animal-based and a fully plant-based version in terms of perceived value, protein quality, and likelihood to purchase, once pricing was disclosed.

This trend holds promise for foodservice operators navigating an era of dietary fluidity. While a purely plant-based menu may not win over the majority, incorporating plant-forward options into mixed-protein formats appears to be a sweet spot for encouraging trial without triggering resistance. Such dishes appeal to health-conscious consumers and those with sustainability in mind, while still satisfying cravings for traditional proteins.

However, the report is clear: health and environmental messaging alone won’t change consumer habits. In concept testing, even when consumers were shown that plant-based dishes offered equivalent protein levels to animal-based ones, most stuck with their initial preference unless price became a factor. When prices were added, many shifted toward the more affordable mixed and plant-based dishes, underlining the importance of perceived value.

This price sensitivity is especially strong among Gen Z, low-income consumers, and those who don’t identify as 'foodies'. Over a quarter of consumers believe they’re overpaying for what they perceive as 'just vegetables', suggesting that pricing, combo meals, and value framing will be essential to drive adoption.

The report also emphasizes the importance of familiarity and cultural resonance. Consumers are far more open to trying plant-forward meals when they resemble dishes they already love – think pizza, sandwiches, bowls – or carry a nostalgic or cultural association. These insights give operators a playbook for innovation: lean into the familiar, introduce bold flavors, and communicate clearly about nutrition, price, and satisfaction.

As the plant-forward movement matures, the 2025 report suggests a shift away from binary debates about plant versus animal protein. Instead, it encourages a flexible approach rooted in taste, affordability, and emotional connection. For the food industry, the message is clear: don’t just follow the protein trend – serve it in a way that consumers find genuinely craveable and worth the price.