Because definitions and data sources vary, there’s a wide range of estimates regarding numbers of true vegan consumers. Even so, experts project that at least 2.5% of US adults follow a strict vegan diet. Interestingly, this figured is dwarfed by rising numbers of consumers who are not on a strict vegan diet—but appear to be looking for new vegan food and drink options.
Put another way, true vegan consumers are much smaller subset of vegetarians, flexitarians and all those who simply avoid meats. Meanwhile, increased labelling, certification and marketing measures are making vegan products more identifiable across all mainstream market categories.