The demand for plant-based meal kits in the United States is projected to reach USD 1.1 billion by 2025, with the market poised for rapid growth. Forecasts indicate a compound annual growth rate (CAGR) of 13.6% between 2025 and 2035, leading the industry to an estimated market valuation of USD 4 billion by 2035. Driven by health awareness, ethical eating habits, and convenience-driven consumption, plant-based meal kits are carving a strong niche in the evolving food delivery sector.
Rising health consciousness, climate change concerns, and the desire for cleaner eating have spurred a dramatic shift toward plant-based diets across the U.S. As more consumers seek accessible, nutritious, and eco-friendly meal options, plant-based meal kits have emerged as a preferred solution. These kits, typically crafted by chefs and portioned with sustainable ingredients, offer an effortless way for individuals and families to enjoy meat-free, balanced meals at home.
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Key United States Plant-Based Meal Kits Market Trends Highlighted
- A pronounced consumer shift toward plant-forward diets, including vegan, vegetarian, and flexitarian lifestyles.
- Increased preference for convenience without compromising on nutrition or taste.
- Growth in e-commerce food delivery platforms fueling subscription-based meal kit services.
- Emergence of premium, chef-curated, and diet-specific kits (keto, gluten-free, high-protein).
- Expansion of plant-based protein options and innovations in plant-based meal prep technologies.
United States Plant-Based Meal Kits Industry Developments
Recent developments in the U.S. market have highlighted strategic partnerships, new product launches, and market expansion efforts:
- Purple Carrot introduced a new high-protein meal line targeting fitness-focused consumers.
- HelloFresh expanded its plant-based offerings under the Green Chef brand, increasing focus on organic and locally-sourced ingredients.
- Snap Kitchen and Territory Foods launched new prepared meal kits with recyclable packaging, catering to sustainability-minded customers.
- Emerging startups such as Veestro and Thistle are gaining traction through fully prepared, ready-to-heat vegan meal kits tailored to busy urban lifestyles.
Key Takeaways of the Report
- Market to grow from USD 1.1 billion (2025) to USD 4 billion by 2035, at 13.6% CAGR.
- Chilled and frozen formats both gain traction; chilled leads due to fresh appeal.
- Meal kits lead over prepared kits but both segments are expanding fast.
- Major players include Purple Carrot, Green Chef, Snap Kitchen, Territory Foods, and HelloFresh.
- Rapid innovation and regional diversification are key strategic levers.
United States Plant-Based Meal Kits Market Drivers
One of the major drivers of the U.S. plant-based meal kit market is the widespread shift toward plant-based diets, influenced by concerns around health, sustainability, and animal welfare. Consumers are increasingly conscious of the environmental impacts of animal agriculture and the health risks linked to highly processed and red meat-heavy diets.
The demand for meal kits that are both nutritious and time-saving is rising. Plant-based meal kits meet this need by offering chef-designed recipes with pre-measured ingredients that are often organic and sustainably sourced. As veganism and flexitarianism gain ground, consumers are seeking plant-based options that don’t compromise on flavor or convenience, making these kits a go-to solution for modern households.
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Segment-wise Analysis
By Product Type
The plant-based meal kits market in the U.S. is being shaped by a demand for health, sustainability, and ease. Two main product segments—meal kits and prepared meal kits—are leading the charge.
Meal kits remain a popular choice, offering pre-portioned ingredients and step-by-step recipes, ideal for those who enjoy cooking but want to skip the planning and grocery trips. This segment, led by brands like Purple Carrot and Green Chef, is forecasted to make up around 60% of the market share in 2025, propelled by the growing popularity of home cooking with healthy ingredients.
Prepared meal kits, on the other hand, are gaining momentum among time-starved consumers. These fully cooked meals only require reheating and are ideal for those seeking a quick, healthy fix. Companies such as Snap Kitchen and Territory Foods cater to this niche, offering gourmet plant-based meals tailored to dietary needs. This segment is expected to hold approximately 40% of the market share in 2025.
By Format
Chilled plant-based meal kits—featuring fresh ingredients with shorter shelf lives—are growing swiftly, especially among quality-conscious consumers. These kits, offered by brands like Green Chef, emphasize freshness and flavor, which resonates with the increasing demand for natural, preservative-free foods. Chilled meal kits are expected to represent 55–60% of the market by 2025.
In contrast, frozen plant-based meal kits cater to consumers who value longevity and storage convenience. With busy schedules, many find frozen kits ideal as they can be stored for longer periods without spoiling. This format, championed by companies like Territory Foods, is projected to account for 40–45% of the market share in 2025.
United States Plant-Based Meal Kits Market Regional Insights
While the plant-based meal kit market is growing nationwide, urban centers such as New York City, Los Angeles, San Francisco, and Seattle are seeing the fastest adoption. These cities have a high concentration of health-conscious, eco-aware consumers and robust delivery infrastructure. The West Coast leads the market, driven by early adoption of plant-based lifestyles and access to fresh, local produce.
The Midwest and South are also showing increased interest, as awareness of plant-based eating expands beyond coastal metros. Subscription-based models are making inroads in college towns and mid-sized cities, supported by social media-driven health trends and influencer-led marketing.
Competition Outlook
The U.S. plant-based meal kit market is competitive, with a mix of legacy players, startups, and meal delivery services entering the scene. Key companies dominating the space include:
- Purple Carrot – Leading with its all-vegan offerings and customizable plans.
- Green Chef – Known for organic ingredients and flexible meal choices.
- Snap Kitchen – Specializes in prepared meals focused on health and fitness.
- Territory Foods – Regional leader in ready-to-eat plant-based meals.
- HelloFresh (Green Chef brand) – Continues to innovate in plant-based meal planning.
The competition is likely to intensify as brands seek to differentiate through flavor innovation, sustainability practices, and personalization options, including meals tailored to individual dietary needs or local tastes.
Explore Plant Based and Vegan Food Industry Analysis: https://www.futuremarketinsights.com/industry-analysis/plant-based-and-vegan-food
Segmentation
By Product Type:
It’s classified as Meal Kit and Prepared Meal Kit.
By Format:
It’s classified as Chilled, Frozen, and Shelf Stable.
By Sales Channel:
It’s divided into Store-based Retailing (including Convenience Stores, Discounters, Forecourt Retailers, Hypermarkets/Supermarkets, Food Specialists, Independent Small Grocers, and Other Grocery Retailers) and Online Retail.
By State:
It’s divided into California, Texas, Florida, New York, Illinois, Ohio, North Carolina, Michigan, Colorado, Wisconsin, and Washington.
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Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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