Veganism in the US has grown from obscurity to become a mainstream part of the American diet. Since 2004, the number of Americans turning plant-based has reached 9.7 million people, growing from around 290,000 over a period of 15 years.

Our team examined where this change is being driven across the country, investigating Google search trends to see which states expressed the most interest in plant-based diets over time.

Explore our interactive chart below to see how Google Search interest in veganism changed in each state. Click each year to see the change.

Guide authored by IPSOS Retail Performance, experts in retail intelligence.