Diet and Consumer Behavior in U.S. Vegetarians: A National Health and Nutrition Examination Survey (NHANES) Data Report

An increasing number of individuals adopt plant-based diets for their potential health benefits. Understanding vegetarians’ dietary behavior in the context of their socioeconomic background is essential for pro-vegetarian messaging and to influence public beliefs about plant food consumption. Thus, this study sought to investigate diet and consumer behaviors in U.S. vegetarians. This is a cross-sectional, population-based study with data from the Nutrition and Health Examination Surveys (2007–2010). Selected items from three modules (diet and nutrition behavior, consumer behavior, and food security) were compared between vegetarians (n = 352) and the general population (n = 14,328). U.S. vegetarians consumed significantly fewer calories and less cholesterol but more fiber than their omnivorous counterparts. Moreover, vegetarians had significantly fewer soft drinks and salty snacks available at home. We also observed significant intergroup differences with regard to the availability of fruit and dark green vegetables. Vegetarians spent less money on eating out and indicated a lower number of not-home-prepared meals and ready-to-eat foods. We found no differences regarding money spent at supermarkets or grocery stores. Our study contributes to a better understanding of dietary and consumer behaviors in vegetarians. We shed a new light on the economic feasibility of vegetarian diets, highlighting that these diets are not necessarily more expensive than an omnivorous diet.