Other news

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Plant-based cheese sales declined in US foodservice in 2025

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• Recent data from GFI showed a 15% decline in both value and volume sales of plant-based cheese in US foodservice in 2025 compared to 2024 (see table below).

  

• The category underperformed plant-based milk and creamer, whose sales continued to grow.

**Vegconomist (see full report in PDF below)**

US Foodservice Market Insights Plant-Based Foods 2021-2025.pdf

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In the US, GLP-1 usage reach new highs

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• Gallup published updated data on GLP-1 usage in the US which show that the number of users kept increasing in 2026. Now, 11% of U.S. adults currently take GLP-1 medications for weight loss (excluding diabetics).

• The U.S. adult obesity keeps declining since its 2022 peak, and is now at 36.4%.

Gallup

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US consumer reports on “the optimisers”

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• A recent survey of 3,000 Americans focused on the “optimisers”, who represent 36% of Americans, who are in “optimisation mode”, trying to get an edge on life through healthier choices and smart shortcuts.
• They are 84% (10% above the US average) to agree that being healthy and fit is today’s biggest status symbol.
• Their goal is to live longer and healthier.
• They are:
  • 2,2x more likely to take a GLP-1 medication currently (22% of them are, 27% have ever taken GLP-1).
  • 1.5x more likely to use a fitness tracker.
  • Focused on many types of supplements (cf. graph).

• They are also not without ambiguities: they are 1.4x more like to drink alcohol multiple times per week. As shown in the graph below, fitness tracker users are drinking more often.

Comment: this “new” category is especially relevant for brands as it represents a more affluent demographic. It is coming with clear health goals which can be addressed through innovative offerings (from gut health to protein to new ingredients such as lactoferrin).

New Consumer study