Plant-based and low-sugar foods dominate America's shifting grocery trends

American food trends are shifting as consumers seek healthier, plant-based, and more varied options. Grocery sales and market forecasts reveal growing demand for alternatives to traditional products, from milk to sweeteners. Interest in low-sugar, plant-based, and novel ingredients is rising across multiple categories. Plant-based milk continues to gain popularity. More than 80% of consumers show curiosity about these alternatives, with almond milk leading the market as the preferred choice for 70% of non-dairy drinkers. Oat milk also saw a significant rise, with sales climbing 22.6% in 2023. Overall, non-dairy milk sales in the US grew by over 11% between 2022 and 2023. Meanwhile, at least 62 companies are developing animal-free milk using precision fermentation, signalling further innovation in the sector.

Sugar reduction remains a priority for many. Three-quarters of Americans aim to limit or avoid sugar, with 83% expressing concern about sugar in beverages like teas, juices, and sodas. Natural, plant-based sweeteners such as monk fruit and stevia attract 44% of consumers, reflecting a broader shift towards cleaner labels.

Other categories are also expanding. The cold brew coffee market is projected to grow from $650 million in 2022 to $5.48 billion by 2032. Functional beverages already generate $1.2 billion in annual grocery sales. Hot sauces are in demand too, with 50% of millennials and Gen Zers purchasing them regularly and seeking greater variety. Pickle-focused products saw an 89% increase in orders on GrubHub in 2023.

Interest in plant-based proteins and mushrooms is high. Nearly 90% of consumers are curious about mushrooms, while 82% show interest in plant-based proteins. Mushroom sales have risen nearly 20% over the past decade. The plant-based seafood market is expected to grow at a rate of over 30% annually through 2032. Awareness of ingredients like buckwheat has also increased, with 60% of people now familiar with it, up from 23% in 2021. The vegan chocolate market may grow at a rate exceeding 10% annually through 2032. The data highlights clear trends in consumer behaviour. Demand for plant-based, low-sugar, and innovative food and drink options is driving market growth. Companies are responding with new products to meet these evolving preferences.