Meat on the Mind: The 2024-25 Vegan & Vegetarian Meat Cravings Report

It’s a well-kept secret – even the most committed vegans and vegetarians occasionally find themselves craving a juicy steak.

Whether it’s the tempting aroma of a backyard barbecue, the nostalgia of a favorite childhood meal, or the influence of social situations, saying “no” to meat isn’t always as easy as it sounds for plant-based eaters.

For some, these temptations lead to “cheat meals,” which are more common than you might think. But just how often do vegans and vegetarians crave meat, and how often do they give in?

To find out, The Linz Shop conducted a nationwide survey of vegan and vegetarian Americans, diving into their eating habits, the reasons behind their choices, and the cravings they face in remaining strictly meat-free.

Key Findings:

• Over one in three (38%) vegans and vegetarians admit to eating meat.
• One-third admit to eating meat within the past six months.
• One in four say they’ve eaten meat during the holidays.
• Burgers, barbecue, and pizza with meat toppings are the most-craved dishes for plant-based eaters.
• Almost half of vegans and vegetarians (45%) say lab-grown meat conflicts with their diet or ethics.

How Often Do Vegans and Vegetarians Crave Meat?

According to respondents, a majority of vegans and vegetarians (62%) have been following a plant-based diet for at least five years. Despite going plant-based, many vegans and vegetarians miss the taste of meat. Over one in three (35%) admit to craving meat, with one in five feeling the urge to eat meat every few months.

The top cravings for plant-based eaters are chicken (64%), followed by steak (40%) and beef (36%) – with turkey and pork not far behind at 27% and 18%, respectively. Interestingly, more unique meat types, like goat (10%) and duck (4%), also make the list, revealing just how varied and enduring cravings for meat can be for Americans with plant-based diets.

When it comes to their most-craved dishes, fried chicken tops the list, with 47% saying they’re tempted to break their plant-based diets for it. Burgers (41%), barbecue (40%), and pizza with meat toppings (37%) are also high on the list of temptations.

What triggers these cravings? The aroma of cooking meat entices 54% of respondents, while nostalgia drives 47% to want to abandon their non-meat diets for a moment. One in three say being around others who are eating meat will spark their cravings and 31% find themselves derailed by a lack of vegan or vegetarian options. Additionally, 28% report that stress and difficult emotions lead them to crave meat.

How Common Is It for Vegans and Vegetarians to Eat Meat?

Having cravings for meat is one thing, but how often do vegans and vegetarians actually “cheat” and eat meat? Meat-eating among vegans and vegetarians is more common than you might think. Over one in three (38%) plant-based eaters admit to eating meat, with a third saying they’ve done so in the past six months. Nearly half (47%) cheat at least once or twice a year.

What’s driving these cheat meals? For the majority, it’s all about cravings, with 51% saying they simply can’t resist it. A lack of plant-based options (39%), convenience (36%), nostalgia for the taste (26%), and social pressure (18%) are also to blame.

Regardless of the reason, keeping their cheating a secret is prevalent, with one in three admitting to keeping their meat indulgences under wraps.

How Popular Are Imitation Meats?

For many vegans and vegetarians, imitation meat has become a go-to option to satisfy cravings. In fact, 85% say they’ve tried plant-based substitutes. Among those, most have tried plant-based burgers (94%), followed by plant-based chicken (79%), plant-based sausages (71%), and tofu-based meats (70%). Even plant-based bacon is fairly popular among the respondents, with 56% including it in their diets.

Lab-grown meat, on the other hand, sparks a bit more debate. Almost half of vegans and vegetarians (45%) feel it conflicts with their diet or ethics.

Are Vegans and Vegetarians Tempted to Eat Meat During the Holidays?

The holiday season can be especially challenging for vegans and vegetarians, with over one in four (29%) feeling more tempted by meat during holiday celebrations, and a quarter of respondents (25%) admitting to giving in to the cravings.

Thanksgiving (73%) and Christmas (67%) are the most common occasions for cheat meals among vegans and vegetarians, though New Year’s Eve (19%) and the Fourth of July (17%) also prompt some to indulge.

Family gatherings play a big role in these holiday lapses. Nearly a quarter (24%) feel pressured by family to eat meat, and half report feeling judged for sticking with a plant-based diet.

Whether it’s the allure of a sizzling steak or simply the nostalgia of favorite meals, vegans and vegetarians often navigate a balance between their dietary choices and temptations. For many plant-based eaters, a meat-free life is more of a journey than a destination.

Methodology

In October 2024, we conducted a nationwide survey of 1,009 respondents who follow a vegan or vegetarian diet. Respondents were asked about their diet behaviors and preferences. Among respondents, 68% were female, 28% were male, and 4% were non-binary. The average age of respondents was 39. Income: Under $25,000 (17%); $25,000–$34,999 (10%); $35,000–$49,999 (15%); $50,000–$74,999 (19%); $75,000–$99,999 (15%); $100,000–$149,999 (16%), $150,000 or over (8%). Marital status: Married (39%), single (33%), in a relationship/not married (19%), divorced (6%), separated (2%), widowed (1%).

Total respondents: 1,009

Margin of error: +/- 3%

Country: United States (USA)

Region: All Regions

Gender: All Genders

Age of respondents: 18–84

To learn more about the history behind Linz Heritage Angus, click here. To browse the USDA-certified genuine Black Angus steaks from the Linz Heritage Angus program, click here.