Dining out habits of US vegans and vegetarians

From business.yougov.com

Americans who follow a vegan or vegetarian diet aren’t staying in. In fact, YouGov Profiles data suggests that this group is more active in the dining-out economy than the general public, with higher reported visit rates across nearly every type of restaurant.

A more frequent presence across restaurant formats

Roughly 30% of vegans and vegetarians say they eat at casual dining restaurants at least once per week, compared to just 17% of all US adults. Similar gaps appear in other formats: 25% of vegans and vegetarians visit fast casual venues weekly (versus 18% of the national population), while 24% dine at family-style restaurants (compared to 12%). Even fine dining establishments see weekly visits from 21% of this group — more than double the 9% among all adults.

These differences may reflect a combination of lifestyle, food interest and the search for accommodating menus. But the data also suggests that plant-based consumers are not limiting their engagement to lower-cost or convenience-led venues — they are present across the spectrum, including premium formats.

What matters when choosing a restaurant?

There are marked differences in the selection drivers cited by vegans and vegetarians versus the broader public. A healthy menu is a top priority for nearly 48% of plant-based consumers, compared to 27% of all adults. Similarly, 26% say they look for sustainably sourced ingredients, while only 11% of the general population do the same.

Interest in fair-trade and organic products also skews much higher among vegans and vegetarians, with roughly one in five citing each as important to them, compared to fewer than one in ten US adults. Allergen-conscious choices also play a role, with gluten-free and allergen-free options more than twice as important to vegans and vegetarians than to the wider public.

Concerns extend beyond the menu as well. Fair treatment of staff is considered important by 35% of vegans and vegetarians, compared to 23% of US adults. Environmental considerations also appear more salient, with plant-based consumers more likely to value locally sourced ingredients, reduced use of single-use plastics, and low carbon-footprint food.

In contrast, factors such as value for money and deals or offers — which rank highest among all adults — are less prominent for vegan and vegetarian diners. Just over half (54%) cite value as a priority, versus 67% of the broader public. Deals and discounts are cited by only 27% of this group, while 44% of all US adults say this influences their decision.

Satisfaction gaps remain across restaurant categories

Despite being more frequent diners and more discerning in their restaurant choices, vegans and vegetarians report lower Satisfaction across all major restaurant types measured in YouGov BrandIndex.

Scores here are an average of Satisfaction scores for all restaurants tracked by YouGov BrandIndex under each sector, creating an industry average. Additionally, the scores are filtered to reflect figures only among current or former customers of restaurants in each category.

Satisfaction with casual restaurants among vegetarians and vegans stands at 27, compared to 39 among the general public. Fast casual formats see a similar gap, with satisfaction scores of 33 versus 39. The divide is especially pronounced at quick-service restaurants, where satisfaction among vegans and vegetarians is less than half that of the broader population (15 vs. 32).

Even in specialty restaurants — which might be expected to better accommodate dietary preferences — Satisfaction remains lower, with scores of 35 for vegans and vegetarians and 43 for all US adults.

These findings may suggest that while plant-based consumers are deeply engaged in the dining space, their needs may not be fully met by current offerings — whether in terms of menu breadth, service experience, or alignment with their priorities.

Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. The figures used in this analysis are drawn from responses collected between July 2024 and July 2025. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

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