Grocery shock: Why US consumers are overspending on meat

A survey of 2,206 US adults finds that more than 60% incorrectly think that eating a plant-based diet is more expensive than eating a diet with meat and dairy. The survey also reveals that 77% of adults say the cost of all groceries is currently too high. When asked what grocery item they spend the most money on, 70% said meat.

Baby Boomers were the most likely to share the sentiment that meat is cheaper, with 67% saying plant-based eating is somewhat or much more expensive than the Standard American Diet.

The Physicians Committee for Responsible Medicine/Morning Consult conducted the research between June 10 and 12, 2025.

“Centering a plant-based diet on whole, minimally processed foods is one of the most effective ways to not only nourish your body but also cut grocery costs,” says Xavier Toledo, a registered dietitian with the Physicians Committee, a health advocacy group with 17,000 physician members.

He underscores the finding that many consumers may not realize that meals built around whole or minimally processed plant foods — like beans, grains, tofu, and vegetables — are often far more affordable than meals centered on animal products like meat and dairy.

These findings come at a time when three in five US adults say the cost of food at the supermarket is extremely or very important to them when deciding what to buy, according to the Pew Research Center.

Pew research also shows the cost of meats, poultry, fish, and eggs has seen the fastest inflation of any food category since January 2020, with prices up by 36.4%.

Affordable and healthier?

The survey reveals that a low-fat vegan diet cuts food costs by 19%, or US$1.80 per day, compared to the Standard American Diet that includes meat, dairy, and other animal products. 

The decrease in costs on the low-fat vegan diet was mainly attributable to savings of US$2.90 per day on meat, 50 cents per day on dairy products, and 50 cents per day on added fats. These savings outweighed the increased spending of 50 cents per day on vegetables, 30 cents per day on grains, and 50 cents per day on meat alternatives on the vegan diet.

Pew research also shows the cost of meats, poultry, fish, and eggs has seen the fastest inflation of any food category since January 2020, with prices up by 36.4%.

In 2021, an Oxford University study found that eating a vegan diet could cut consumers’ food bills by up to one-third, based on modeling data and including the diet-related costs of climate change and health care.

Meanwhile, a 2022 study found plant-based consumers spent less on food than any other consumer group.

“Simple shifts — like buying produce in season, choosing frozen or canned when it’s more affordable, cooking in batches, and leaning on budget-friendly staples like potatoes, beans, and brown rice — can make a big difference,” says Toledo. “These strategies add up — helping you save money without shortchanging your health.

“The benefits don’t stop at saving money. A plant-based diet can support weight management and help prevent — and in some cases even reverse — lifestyle-related diseases like heart disease, obesity, and type 2 diabetes. The diet can also reduce risk for certain cancers,” he adds.

Sample of frugal plant-based eating

Toledo shares a meal plan comprising three cost-effective and nutritious plant-based recipes. For breakfast, a tofu scramble is featured, made with extra-firm tofu, garlic, onions, peppers, mushrooms, and spices like turmeric and cumin. 

This dish costs approximately US$1.70 per serving, serving as a protein- and fiber-rich alternative to traditional egg scrambles, especially beneficial given recent fluctuations in egg prices. 

For lunch or dinner, the Protein Power Three-Bean Chili offers a hearty option. This chili combines black beans, kidney beans, chickpeas, celery, onion, bell pepper, diced tomatoes, tomato sauce, and various spices. 

At an estimated US$1.75 per serving, it provides significant savings compared to beef chili while delivering ample fiber and plant protein. 

Finally, the Sunshine Chickpea Burgers are presented as another economical and healthy choice. These burgers are crafted from chickpeas, rolled oats, carrots, garlic, sun-dried tomatoes, tahini, and spices and are served on whole-wheat buns. 

Each patty with a bun costs around US$1.05 per serving, making them a budget-friendly and heart-healthy alternative to beef burgers, loaded with fiber and plant protein.

The Physicians Committee’s research was published in JAMA Network Open.