Consumers following diets or eating patterns in the U.S. 2021-2022, by age

The share of Americans aged between 18 and 34 who followed a specific eating pattern or diet jumped by 22 percent since 2021. Almost three-quarters of surveyed respondents in this age group stated that they followed an eating pattern or diet in the past year in 2022.

Diets by age groups in the U.S.

Although many Americans follow diets, there are notable differences across the various age groups when it comes to following a diet. The general trend in the U.S. is that the proportion of consumers who follow a diet declines as age increases. Among those aged between 18 and 34, almost three-quarters of Americans follow a diet, compared to only 28 percent among those aged 65 and older. A similar pattern can be detected among those who follow a vegetarian diet. While the share of vegetarians among those under 40 is about seven percent, the share declines as the age groups increase. Among those older than 50, only two percent are vegetarians. This pattern is also evident among consumers who follow a gluten-free diet.

Motivations to follow a diet in the U.S.

The top motivations for U.S. consumers to follow a specific diet are wanting to feel better and wanting to have more energy. Losing weight, trying to improve the physical appearance, and wanting to protect long-term health are also among the most common motivations. The leading reason to follow a vegan or vegetarian diet in the U.S. is animal welfare, as stated by about 43 percent of consumers who follow such diets. Wanting to reduce or limit one's environmental impact is also among the top reasons. In comparison, consumers who had never followed a vegetarian diet cite health benefits to be the most compelling reasons why they might consider becoming a vegetarian. Weight management was the second most frequently chosen reason.