How Hard Is It to Consume Plant-Based in the U.S. in 2025?

Despite the plant-based boom over the last decade, consuming a truly plant-based lifestyle in the U.S. in 2025 is still surprisingly hard. Yes, more brands are slapping “vegan” on their packaging, and there are more oat milks than we know what to do with—but beneath the surface, it remains a frustrating, confusing, and often expensive experience for everyday consumers who want to avoid animal products across food, apparel, and cosmetics.

Let’s start with food—the most fundamental piece. Sure, Amazon and Walmart have massive selections of so-called plant-based products. But navigating those selections feels like a minefield. Search for “vegan protein bars” on Amazon, and you’ll be hit with dozens of options—but how many are actually vegan? Some contain honey, milk derivatives, or egg whites, but still carry the “plant-based” label. Brands use the term loosely, with no consistent regulation or third-party verification, leaving shoppers to scrutinize ingredients themselves. Walmart’s website isn’t much better. Their 2024 launch of the “bettergoods” line was promising, but in 2025, stock varies wildly by location, and many shoppers still can’t find even basic plant-based staples in-store.

Grocery chains aren’t offering much relief. Unless you live near a Whole Foods, Trader Joe’s, or another progressive grocer, your local store likely has a small vegan section—if it has one at all. Often, plant-based products are mixed in with conventional ones, making it difficult to locate items quickly. Vegan shoppers report having to go to multiple stores just to piece together their weekly grocery list. And while prices have improved slightly, plant-based still carries a premium—especially for clean-label, whole-food options without artificial additives.

Outside of food, the situation doesn’t get easier. Take fashion, for example. The buzz around sustainable and cruelty-free fashion has grown, but truly plant-based apparel is still rare in major marketplaces like Amazon or Walmart. Most clothing tagged as “vegan” isn’t certified, and often includes synthetic leather or wool blends without clear labeling. Brands might advertise eco-conscious values, but transparency around materials and sourcing is still lacking. If you’re trying to build an affordable, stylish, and ethical vegan wardrobe, it’s an uphill battle. Even on niche fashion sites, sizes are limited and prices are high, making it feel like you’re paying extra just to avoid animal harm.

Cosmetics and personal care products bring their own headache. The beauty industry loves to throw around “cruelty-free,” but as many shoppers have learned the hard way, that doesn’t mean vegan. Products can be tested without animals and still contain animal-derived ingredients like beeswax, carmine (crushed beetles), lanolin, and keratin. While some brands do clearly label their vegan lines, many others leave consumers doing the detective work. It’s not just about ingredients, either—some companies sell vegan items but use parent companies that test on animals, creating yet another ethical gray area.

And let’s not forget about restaurant dining, which remains tricky, especially outside of major coastal cities. While chains like Chipotle, Sweetgreen, and some fast-casual spots offer vegan options, menus are often limited and cross-contamination is a concern. Smaller towns may have no vegan options at all, and staff aren’t always informed about what’s actually plant-based. You’re often left having to explain your diet, double-check ingredients, and settle for a side salad or fries.

Ultimately, while plant-based branding has gone mainstream, the actual consumer experience in 2025 hasn’t caught up. Between poor labeling, product inconsistency, high costs, limited access, and constant vigilance, consuming plant-based in the U.S. is still a challenge. The demand is clearly there, but the infrastructure and transparency aren’t.

So if you’re a plant-based consumer in America today—know that you’re not imagining it. It is still hard. And until the marketplace evolves past trendy branding and into real accessibility and accountability, it’s going to stay that way.