At present, the vegetarian market in the United States is getting bigger and bigger, and both mainstream supermarkets and vegetarian restaurants sell soybean milk and vegetarian hamburgers. Among them, more and more American vegetarians no longer adhere to strict vegetarian diet, and their loose vegetarian habits have transformed the vegetarian movement with decades of history and the vegetarian industry that followed.

The growth of the vegetarian market has little to do with vegetarians who stick to vegan diets, because these people only account for 3% of the adult population in the United States. Staller, head of a vegetarian resource organization in Baltimore, Maryland, said that the market growth was mainly due to flexible vegetarians. He estimates that 30% to 40% of the population in the United States are occasionally vegetarians.