According to Gram Research analysis, 56% of Americans think “plant-based” means vegan (eating no animal products), while 35% believe it means eating lots of plants while still consuming meat or dairy. A 2025 survey of 2,202 U.S. adults found this significant confusion about the term, with older adults more likely to interpret it as vegan and younger adults, Hispanic Americans, and Asian Americans less likely to make that connection. The lack of a standard definition means the term can be misunderstood depending on who’s using it.
A new survey of over 2,200 Americans found that people have very different ideas about what “plant-based” means. More than half think it means being vegan (eating no animal products at all), while about one-third understand it as simply eating lots of plants while still eating meat, dairy, or eggs. The confusion is even stronger among older adults and varies by region and ethnicity. Researchers say that using the term “plant-based” without explaining what you mean can lead to serious misunderstandings about what people are actually eating.
Key Statistics
A 2025 survey of 2,202 U.S. adults found that 56% interpret ‘plant-based’ as vegan, while 35% understand it as eating abundant plant foods while still consuming meat or dairy, revealing significant confusion about the term’s meaning.
Adults aged 65-94 were most likely to equate ‘plant-based’ with veganism at 63%, compared to only 51% of adults aged 18-34, according to a 2025 cross-sectional survey of 2,202 Americans.
Hispanic Americans (48%) and Asian Americans (46%) were least likely to interpret ‘plant-based’ as vegan in a 2025 survey of 2,202 U.S. adults, suggesting cultural and regional differences in understanding the term.
Seven percent of survey respondents said they didn’t know what ‘plant-based’ means, and 2% chose other interpretations, indicating that roughly one in ten Americans lack clarity on this increasingly common food label term.
The Quick Take
- What they studied: How do regular Americans understand and define the term “plant-based diet”?
- Who participated: 2,202 U.S. adults surveyed online in July 2025, with the group weighted to match the overall U.S. population by age, education, race, and region.
- Key finding: 56% of people think “plant-based” means vegan (no animal products), while 35% think it means eating lots of plants but still eating meat or dairy. This creates major confusion about what the term actually means.
- What it means for you: When you see “plant-based” on a menu or in a recipe, ask what it means before assuming. The term alone doesn’t tell you whether animal products are included or not. This matters if you have dietary restrictions or preferences.
The Research Details
Researchers conducted a straightforward online survey asking 2,202 American adults a simple question: “What does the term ‘plant-based’ mean to you?” The survey was done July 7-9, 2025, and followed official best practices for surveys to make sure the results would be reliable. After collecting all the responses, the researchers adjusted the numbers so the group matched the actual U.S. population in terms of age, education, race, and where people live. This adjustment helps make sure the findings represent all Americans, not just the people who happened to respond to the survey.
Understanding how people interpret food labels and diet terms is crucial because it affects what they actually eat and how they make food choices. If restaurants, food companies, and health professionals all use the word “plant-based” to mean different things, people get confused and may not get the nutrition they expect or need. This study helps identify that confusion so we can communicate better about food.
This study is reliable because it surveyed a large number of people (2,202), used proper survey methods, and adjusted the results to match the real U.S. population. However, it only tells us what people think the term means, it doesn’t test whether those beliefs are correct or how those beliefs affect actual eating habits. The survey was done online, which means it may have missed people without internet access.
What the Results Show
The survey revealed a striking split in how Americans understand “plant-based.” More than half (56%) equated the term with veganism, meaning eating no animal products whatsoever. However, about one-third (35%) interpreted it as eating abundant plant foods while still consuming meat, dairy, or eggs as part of an omnivorous diet. A small percentage (2%) chose “other” interpretations, and 7% said they didn’t know what the term meant.
Age made a significant difference in understanding. Adults aged 65-94 were most likely to think “plant-based” means vegan (63%), while younger adults aged 18-34 were less likely to make that connection (51%). This suggests that older Americans may have encountered the term in different contexts or have different associations with plant-focused eating.
Race and ethnicity also influenced interpretation. Hispanic Americans (48%), Asian Americans (46%), and adults from the northeastern United States (48%) were least likely to equate “plant-based” with veganism. This variation suggests that different communities may have different food traditions and language around plant-focused eating.
The geographic variation is noteworthy, people in the Northeast were significantly less likely to interpret “plant-based” as vegan compared to other regions. This could reflect regional food cultures, different marketing of plant-based products, or varying exposure to vegan communities. The fact that younger adults and certain ethnic groups showed different interpretations suggests that the term may be spreading through different communities in different ways, with different meanings attached.
This is one of the first studies to systematically examine how the general public understands the term “plant-based.” Previous research has focused on what plant-based diets actually are from a nutritional standpoint, but this study fills a gap by showing that the public doesn’t have a shared understanding of the term. This confusion likely exists because “plant-based” is a relatively newer term that hasn’t been officially defined in the way that “vegan” or “vegetarian” have been.
The study only asked what people think the term means, it didn’t test whether those beliefs match reality or affect their actual food choices. Because the survey was conducted online, it may have missed older adults or people without internet access, even though the results were weighted to match the population. The survey was also conducted in July 2025, so the findings reflect understanding at that specific time and may change as the term becomes more common or is better defined by food companies and health organizations.
The Bottom Line
When you encounter the term “plant-based,” ask for clarification about what it includes. If you’re a restaurant owner or food company, define what you mean by “plant-based” clearly on your menu or packaging. If you’re a healthcare provider or nutritionist, explain the term specifically to your patients rather than assuming they understand it. These recommendations are supported by strong evidence from this large survey.
This matters most for people with dietary restrictions (vegans, vegetarians, people with allergies), people shopping for food, restaurant owners and food companies, and healthcare professionals who give nutrition advice. It’s especially important for older adults and people from communities where the term may be less familiar. Anyone marketing or selling food labeled as “plant-based” should pay attention to this confusion.
This isn’t about waiting for benefits, it’s about immediate clarity. Once you know what “plant-based” means in a specific context, you can make informed food choices right away. The real change will happen when food companies and restaurants start defining the term consistently.
Frequently Asked Questions
What does plant-based diet actually mean?
The term lacks a standard definition, which is the problem this study revealed. Most people (56%) think it means vegan, no animal products. Others (35%) think it means eating lots of plants while still eating meat or dairy. Always ask for clarification when you see the term used.
Is plant-based the same as vegan?
Not necessarily. While 56% of Americans equate them, plant-based can mean different things to different people. Vegan has a clear definition: no animal products. Plant-based is vaguer and may or may not include animal products depending on who’s using the term.
Why do older people think plant-based means vegan more often?
The survey found 63% of adults 65-94 interpret it as vegan versus 51% of younger adults. This may reflect different exposure to the term, different food traditions, or when and where they learned about plant-focused eating in their lives.
Should I trust plant-based labels on food packages?
Not without checking the ingredient list. Because the term is interpreted differently by different people, a package labeled ‘plant-based’ might contain dairy or eggs. Read the full ingredient list to know exactly what you’re getting.
How can restaurants make plant-based menus clearer?
Restaurants should define what they mean by ‘plant-based’ on the menu, specify whether it includes dairy, eggs, or other animal products. This 2025 survey shows that 56% of customers will assume it means vegan unless told otherwise.
Want to Apply This Research?
- Track which foods you label as “plant-based” and note whether they contain animal products. Create a personal definition log showing how you interpret the term versus how it’s used on menus or packages you encounter.
- When logging meals in your app, use more specific terms than “plant-based.” Instead, note whether a meal is vegan, vegetarian, or omnivorous with plant emphasis. This creates clearer records of your actual eating patterns.
- Over time, track how often you encounter the term “plant-based” and whether the foods labeled that way match your expectations. This helps you identify which restaurants or brands use the term consistently and which ones don’t.
This study examines how people interpret the term ‘plant-based’ but does not provide medical or nutritional advice. If you have dietary restrictions, allergies, or health conditions, consult with a healthcare provider or registered dietitian before making significant changes to your diet. The term ‘plant-based’ is not regulated by the FDA, and products labeled as such may vary in their ingredients and nutritional content. Always read ingredient lists carefully and ask for clarification from food vendors about what specific products contain.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.
