Leading off:
- Hawaii takes the lead as the most vegan-obsessed state.
- Oregon and New York are also among the states that are interested in the vegan diet.
- Quinoa, jackfruit and edamame are the most popular meat-free sources of protein.
You might suspect that Southern California would host a winning number of people eating the vegan lifestyle, but no. It’s Hawaii, Oregon and New York that are the most vegan-obsessed states in the U.S., according to research conducted by health and fitness experts at Total Shape using Google search data, as cited in a news release.
These findings could inform your buying, selling, promotions and merchandising decisions.
The researchers examined the search volume of vegan-related search terms per 100,000 residents in each state in the last 12 months. The study also analyzed each state’s favorite source of vegan protein.
Hawaii is the state most interested in a plant-based diet. Over the last 12 months, more than 1,700 vegan-related searches were made per 100,000 Hawaiian residents, according to the release. The most popular search term amongst Hawaii’s population was “vegan” with 12,000 searches, followed by “vegan restaurants” with 9,900 searches.
The most popular natural source of protein for people on a plant-based diet in Hawaii is jackfruit, even though the tropical fruit offers 2.8 grams of protein per cup. Its popularity is due to its similar texture to pulled pork, providing a gateway for those curious about the vegan diet.
The second most vegan-obsessed state is Oregon, with a search volume of 1,500 vegan-related search terms per 100,000 residents. Oregon is known for its fresh fruits, especially blueberries and huckleberries, as well as its hazelnuts.
Quinoa and jackfruit tied as the most popular vegan protein source in Oregon. Quinoa offers 8 grams of protein per 100 grams. Though this may not be high compared to processed plant-based proteins, quinoa offers all essential amino acids, as well as fiber, which could explain its popularity.
New York is the third most vegan-obsessed state, with 1,300 vegan-related searches per 100,000 residents. Similarly to Oregon, quinoa and jackfruit are the most popular vegan sources of protein in New York. Chia seeds are also another popular option for protein in New York, providing 17 grams per 100 grams each serving.
Surprisingly, California does not rank No. 1 but instead ranks fourth, with just over 1,000 searches per 100,000 residents. Still, California has a huge vegan following, especially as it has almost 8,000 vegan restaurants.
The most vegan-obsessed states, based on average searches in each state over the last 12 months include:
State |
Population |
‘Vegan’ |
‘Vegan Foods’ |
Vegan Recipes |
Vegan Restaurants |
Searches per 100k |
Rank |
Hawaii |
1,420,491 |
12,100 |
2,400 |
390 |
9,900 |
1,745 |
1 |
Oregon |
4,190,713 |
33,100 |
8,100 |
1,000 |
22,200 |
1,537 |
2 |
New York |
19,542,209 |
165,000 |
22,200 |
3,600 |
74,000 |
1,355 |
3 |
California |
39,557,045 |
201,000 |
49,500 |
8,100 |
165,000 |
1,071 |
4 |
Nevada |
3,034,392 |
14,800 |
4,400 |
590 |
12,100 |
1,051 |
5 |
Colorado |
5,695,564 |
22,200 |
5,400 |
1,300 |
27,100 |
983 |
6 |
Washington |
7,614,893 |
33,100 |
6,600 |
1,600 |
33,100 |
977 |
7 |
Vermont |
626,299 |
2,400 |
320 |
140 |
1,900 |
760 |
8 |
Massachusetts |
6,902,149 |
22,200 |
3,600 |
1,600 |
22,200 |
719 |
9 |
Arizona |
7,171,646 |
22,200 |
5,400 |
1,300 |
22,200 |
713 |
10 |
Florida |
21,670,000 |
60,500 |
14,800 |
4,400 |
74,000 |
709 |
11 |
New Jersey |
8,908,520 |
27,100 |
5,400 |
1,600 |
22,200 |
632 |
12 |
Utah |
3,161,105 |
8,100 |
1,900 |
590 |
8,100 |
591 |
13 |
Illinois |
12,741,080 |
33,100 |
6,600 |
2,400 |
33,100 |
590 |
14 |
Texas |
29,145,505 |
74,000 |
18,100 |
4,400 |
74,000 |
585 |
15 |
Maryland |
6,042,718 |
14,800 |
2,900 |
1,300 |
14,800 |
559 |
16 |
Maine |
1,338,404 |
3,600 |
590 |
260 |
2,900 |
549 |
17 |
Georgia |
10,519,475 |
22,200 |
5,400 |
1,900 |
27,100 |
538 |
18 |
Rhode Island |
1,057,315 |
2,400 |
590 |
210 |
2,400 |
530 |
19 |
Virginia |
8,517,685 |
18,100 |
3,600 |
1,600 |
18,100 |
486 |
20 |
New Mexico |
2,095,428 |
4,400 |
880 |
320 |
4,400 |
477 |
21 |
North Carolina |
10,383,620 |
18,100 |
4,400 |
1,900 |
22,200 |
449 |
22 |
Pennsylvania |
12,807,060 |
27,100 |
5,400 |
1,900 |
22,200 |
442 |
23 |
Connecticut |
3,572,665 |
6,600 |
1,300 |
720 |
6,600 |
426 |
24 |
Delaware |
967,171 |
1,600 |
390 |
170 |
1,900 |
420 |
25 |
New Hampshire |
1,356,458 |
2,400 |
480 |
320 |
2,400 |
413 |
26 |
Minnesota |
5,611,179 |
9,900 |
2,400 |
880 |
9,900 |
411 |
27 |
Michigan |
9,995,915 |
14,800 |
3,600 |
1,600 |
18,100 |
381 |
28 |
Tennessee |
6,770,010 |
9,900 |
2,400 |
1,000 |
12,100 |
375 |
29 |
Montana |
1,062,305 |
1,600 |
320 |
170 |
1,600 |
347 |
30 |
Wyoming |
577,737 |
880 |
170 |
70 |
880 |
346 |
31 |
South Carolina |
5,084,127 |
6,600 |
1,600 |
720 |
8,100 |
335 |
32 |
Louisiana |
4,659,978 |
6,600 |
1,600 |
590 |
6,600 |
330 |
33 |
Missouri |
6,126,452 |
8,100 |
1,900 |
1,000 |
8,100 |
312 |
34 |
Wisconsin |
5,813,568 |
6,600 |
1,600 |
1,000 |
8,100 |
298 |
35 |
Idaho |
1,754,208 |
1,900 |
480 |
260 |
2,400 |
287 |
36 |
Alaska |
737,438 |
880 |
210 |
110 |
880 |
282 |
37 |
Ohio |
11,689,442 |
12,100 |
3,600 |
1,600 |
14,800 |
275 |
38 |
Nebraska |
1,929,268 |
2,400 |
480 |
260 |
1,600 |
246 |
39 |
Indiana |
6,691,878 |
6,600 |
1,600 |
880 |
6,600 |
234 |
40 |
Oklahoma |
3,943,079 |
3,600 |
880 |
480 |
3,600 |
217 |
41 |
Kansas |
2,911,505 |
2,400 |
590 |
390 |
2,400 |
199 |
42 |
Kentucky |
4,468,402 |
3,600 |
880 |
480 |
3,600 |
192 |
43 |
Arkansas |
3,013,825 |
2,400 |
590 |
320 |
2,400 |
189 |
44 |
Iowa |
3,156,145 |
2,400 |
590 |
390 |
2,400 |
183 |
45 |
Alabama |
4,887,871 |
3,600 |
1,000 |
590 |
3,600 |
180 |
46 |
South Dakota |
882,235 |
590 |
140 |
70 |
480 |
145 |
47 |
West Virginia |
1,805,832 |
1,000 |
260 |
170 |
1,000 |
135 |
48 |
North Dakota |
760,077 |
480 |
90 |
70 |
320 |
126 |
49 |
Mississippi |
2,963,914 |
1,600 |
480 |
260 |
1,300 |
123 |
50 |
The most popular plant-based protein sources in America:
Position |
Protein Source |
U.S. Search Volume |
Global Search Volume |
1 |
Quinoa |
324,000 |
1,740,000 |
2 |
Jackfruit |
258,000 |
920,000 |
3 |
Edamame |
236,000 |
965,000 |
4 |
Chia Seeds |
203,000 |
876,000 |
5 |
Tofu |
180,000 |
1,100,000 |
6 |
Spirulina |
147,000 |
774,000 |
7 |
Lentils |
146,000 |
395,000 |
8 |
Tempeh |
107,000 |
396,000 |
9 |
Chickpeas |
89,000 |
296,000 |
10 |
Seitan |
87,000 |
404,000 |
