The market for plant-based dairy and meat alternatives has been expanding, though the market's potential is still uncertain. More people are adopting vegan, vegetarian or flexible-vegetarian lifestyles. However, The NPD Group found that few people follow the most restrictive versions of those diets. Only 27 million claim to follow a vegan, vegetarian or flexible-vegetarian diet. Of those consumers, 25 million consume plant-based dairy or meat alternatives.

Consumption of dairy alternatives grew from 19 annual eatings per capita in 2013 to 21 in 2016, while the consumption of plant-based meat alternatives declined from 5 in 2013 to 3 in 2016. Consumption of plant-based alternatives is still significantly below traditional dairy and meat consumption. The average person consumes center-of-plate meat 73 times annually and drink milk 117 times. 

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