Much has been written recently about the slowdown of the plant-based category with reduced space allocation in supermarkets and consumers grappling with the ever-increasing cost of living.
There’s no denying it’s a challenging time, particularly within retail. But the recent news about Plates London becoming the first vegan restaurant to receive a Michelin Star goes to show that consumer interest in plant-based food very much remains, especially in the foodservice sector.
Consumer obsession with veganism peaked in 2019, with The Economist declaring it “The Year of the Vegan”. But consumer commitment to plant-based eating has not faded. This year, 3.4 million adults in the UK are planning to follow a vegan diet, according to the latest insight from Finder, motivated by animal welfare, environmental concerns and physical health.
But there’s a bigger shift happening – flexitarianism. The Finder research also showed that by the end of 2024 in the UK, 6.4 million people were following a meat-free diet, and a further 7.8 million people are hoping to do so this year. That’s more than 17 million people who are actively looking for meat-free meal options.
Meanwhile Kantar estimates that 35% of evening meals are now meat free, with consumers eating a vegan-friendly meal at least once a week.
Within foodservice, vegan and meat-free options are an absolute must-have on menus.
A report published by Vita Mojo compiled data from UK quick-service food chains, including Leon, Subway and Yo!, which revealed that vegetarian orders were up by a staggering 64%. Vegan orders also increased by more than half (56%).
We’re seeing this trend elsewhere within the foodservice sector too. Last year the Manchester Airport Group saw a stark increase in the sale of plant-based and dairy free options, with sales of vegan breakfasts and brunches up 20%. Down in London, a vegan chilli served at a pub in Stansted airport grew in popularity by 167%.
In September, the National Trust invited its members to vote on plans to introduce more plant-based food and beverages to café menus at its sites across England. Members voted overwhelmingly in favour of the move, which will see 50% of café menus become plant-based over the next two years.
Whether it’s for health reasons, to save money or to reduce environmental impact, there is clearly an appetite for plant-based options on menus, yet there is still so much more that the foodservice sector can do to satisfy this customer need. What’s key, is that outlets provide plant-based dishes that are an authentic extension of their non-plant-based menu.
Figures released by the Veganuary campaign movement showed that 30% of people who took part in Veganuary in 2024 said eating out was the biggest challenge they encountered.
More than half of people said they felt that high-street chain restaurants don’t offer a variety of plant-based starters, mains or desserts. When asked about their motivation for choosing a plant-based dish, taste was the number one driver, ahead of both price and health credentials.
And when speaking more generally about their experience of taking part in Veganuary, it was cheese that people were longing for.
Now is the time for restaurants and food chains to be brave and commit the time to their plant-based offering. Although momentum for the category has slowed in retail, it doesn’t mean that consumer demand has gone away. Quite the opposite in fact.
Consumers are tired of one-off menus and Veganuary exclusives, they want to head out for a meal at any time of the day knowing that they will always be able to find a range of great-tasting, plant-based options wherever they go.
Gone are the days where just one option on a menu is good enough. Vegans and flexitarians want choice. They want to be able to enjoy a full dining-out experience without being made to feel different or awkward, just like everyone else.
A plant-based menu must be for life, not just Veganuary. And restaurants who embrace the plant-based movement will be rewarded.
