1 in 5 Americans is open to giving up meat if the plant-based alternative tastes right
Using this data story? Please reference the source using one of the formats below.
Conjointly. (April 2026). 1 in 5 Americans is open to giving up meat if the plant-based alternative tastes right. https://brandtracker.conjointly.com/data-stories/plant-based-alternative/. Retrieved .
Conjointly. "1 in 5 Americans is open to giving up meat if the plant-based alternative tastes right." Brand Tracker by Conjointly, April 2026, https://brandtracker.conjointly.com/data-stories/plant-based-alternative/. Accessed .
Conjointly. "1 in 5 Americans is open to giving up meat if the plant-based alternative tastes right." Brand Tracker by Conjointly. April 2026. https://brandtracker.conjointly.com/data-stories/plant-based-alternative/. Accessed .
The April 2026 Brand Tracker survey of 1,436 American adults asked about willingness to switch to plant-based meat alternatives, and what price would make that switch happen.
Conjointly found that a meaningful minority of Americans would give up meat entirely for a perfect substitute. 21% said they would switch completely if a plant-based alternative tasted 100% identical to conventional meat.
Under-30s are the most willing to switch, at 31% versus 21% overall. Across those open to switching, price remains a material constraint: 56% would only make the change if the plant-based option cost the same or less than conventional meat, while just 23% would accept any price premium.
Openness to switching entirely to plant-based meat
21% of Americans are open to switching to a plant-based alternative.
Question 1: Would you give up meat entirely if a plant-based alternative tasted 100% identical?
Results by segment
The line bar marks the overall average for "switch over time" and "switch completely" (21%).
Gender
Age
21% are open to switching to a plant-based alternative on average, but more than half are not open to switching at all. Gender makes little difference, women and men are equally open to switching (21% vs 21%). Under-30s are nearly twice as open as over-55s (31% vs 16%).
Price sensitivity among non-rejectors
56% of non-rejectors (N=821) need the price to be the same or lower.
Question 2: If a plant-based alternative tasted 100% identical to meat, what would your price expectation be to switch?
more (20%+) Pay slightly more
(up to 10–20%) Only cost the same Only cheaper Price wouldn't affect my decision either way
Results by segment
The line bar marks the overall average for "willing to pay more" (23%).
Gender
Age
Of those open to switching, 56% of non-rejectors still need the price to be the same or cheaper. Only 23% would pay any premium, meaning taste parity is necessary but not sufficient. Male switchers are more willing to pay a premium than female switchers (28% vs 18%). Under-30s are significantly more willing to pay a premium (29% vs 16% for over-55s).
