Only about 4% of Americans say they are vegan — up from 0.4% in 2017 — but vegans, vegetarians, and plant-based eaters are fueling an explosion in food sales nationwide, generating $7 billion annually, according to SPINS, a market research firm that reports retail data.
That’s up from 5.5 billion in 2019, a 27% increase. Plant-based foods are growing at more than twice the rate of total food sales, according to the report.
Deborah Bouts, co-owner of Sun Belly Cafe & Catering, says she knew interest in vegan food was growing when she was able to survive the pandemic — and even expand her dining area.
“We struggled like every other restaurant, but we stayed open, and that’s a real positive,” she said. She even achieved her long-standing goal of adding a deck, which almost doubled seating capacity at the small vegan and vegetarian cafe on West Blue Ridge Drive.
Those flexitarian or vegan-curious diners make up a large portion of plant-based food buyers. The New York Times recently reported that 71% of Americans have tried a meat alternative, and dairy alternatives now make up 14% of milk sales.
Coastal Crust has been offering vegan cheese since opening in the Village of West Greenville two years ago, says general manager Ellen Maloney, and many people order it on their pizza as well as on top of salads. “We want to be helpful to everyone, whether it’s a dietary restriction or just a preference,” she said.
The restaurant was recently part of a food tour put on by an Upstate vegan organization, with members coming in to try out menu options. “I think there is a strong vegan group in the Upstate, with so many people coming in from different areas,” Maloney said.
Kitchen Sync on Laurens Road is a certified Green Restaurant, and as part of that designation, they made low-impact food, such as vegan and vegetarian choices, part of the menu from day one.
“I’ve been here three-and-a-half years, and in the past year or two, there has been a definite increase in interest, with people calling to ask about our vegan and vegetarian options and then giving us great feedback about the variety,” said Victoria Anthony, head bartender and former assistant manager.
People love being able to order plant-based food beyond just salad, she added, like the Silly Cheesesteak made with sautéed meatless crumbles, mushrooms and onions.
Sun Belly has been operating for almost 10 years. Bouts says many people moving to the area from the east or out West are seeking out vegan offerings, and apps like Happy Cow or other vegan search engines are bringing more customers her way.
She’s also seen surges as area doctors and even local churches have encouraged people to try a 30-day vegan challenge. “It’s mostly health related, for sure,” she says. “People come in waves from different organizations, maybe trying to improve heart conditions. They are coming from multiple sectors.”
Plant-based favorites
Sun Belly Cafe & Catering
Jackfruit Fajita Friday, featuring tomatillo rice, charro beans and house-made salsa.
Kitchen Sync
Bahn mi sandwich: crispy fried tofu, Asian slaw, cilantro on Swamp Rabbit stecca bread.
Coastal Crust
Farmer’s Pie with olive oil, eggplant, mushroom, caramelized onion and pesto; any pizza with vegan cheese.
