The GAIA Study

Who Eats What

The Ipsos GAIA study included over 14,000 participants and provides a broad view of dietary patterns among Americans, including those who did not contract COVID-19. The study reveals the prevalence of different nutritional habits within the entire sample.

Offering a comprehensive overview of the dietary landscape in the United States, the survey data highlights the significant presence of plant-based eating patterns alongside more conventional eating habits. These findings set the stage for a deeper exploration into the impacts of "who eats what" by underscoring the importance of considering age, race/ethnicity, gender, income, and political affiliation when examining dietary choices.Dietary patterns among all participants were diverse, with 25% reporting they ate whole food plant-based (WFPB). A larger proportion, 37%, indicated they ate a Standard American Diet (SAD)1. Among the remaining participants, 17% identified as vegan, 11% as flexitarian, 4% as vegetarian, and 3% as pescatarian.

The GAIA study revealed that SAD consumers are more likely to consume soda, processed foods, fast food and refined grains, and less likely to consume vegetables, fruits, whole grains, nuts & seeds on a daily basis versus those who report following a WFPB/Vegan nutritional pattern.

The GAIA study also looked at how different generations described their eating habits. Gen Z leads the charge, embracing Vegan and WFPB regimens like no other generation. Meanwhile, in the GAIA study, Millennials trail behind, less inclined to adopt WFPB eating habits compared to their older and younger counterparts.

The GAIA study considered political affiliation alongside dietary patterns. Republicans were significantly more likely to follow SAD at 49%, compared to 33% of Democrats and 38% of Independents. Independents showed a higher tendency towards veganism (16%) compared to Republicans (7%). Democrats, on the other hand, were more inclined towards plant-based nutrition such as WFPB (24%), vegan (12%), and vegetarian (6%)

The GAIA study data revealed differences in food choices across racial and ethnic groups. AAPI respondents were far more likely to follow SAD than white, Black, and Latinx respondents. Though, among all eating patterns, SAD was the most common for every race/ethnicity.