With vegetarian, vegan, and flexitarian dining on the rise, just how much attention should operators be paying to plant-based dishes on the menu? The flexitarian market has grown seven per cent in 2023 from the previous year, and the number of people who identify as vegan has risen 600 per cent since 2021. According to a recent Datassential study, 22 per cent of consumers are limiting their meat consumption, and three per cent of those diners are willing to pay more for plant-based dishes at a restaurant. As many alternative ingredients like soy, beans, and legumes offer less expensive dish components, adding these items to the menu can help operators grow their margins.
Additional data was revealed in the report that provides valuable info to restaurateurs looking to broaden the menu:
- Two in five people believe that plant-based protein is just as healthy and tasty as their meat counterparts.
- 29 per cent of Millenials and Gen Z diners prefer plant-based protein over animal-based proteins.
- 44 per cent are deterred from eating more plant-based meals by the taste.
- 55 per cent are willing to try dishes that mix plant-based and traditional protein.
- 26 per cent of consumers seek out plant-based content on social media.
- Five per cent of Gen Z’s dietary habits have been influenced by social media.
While some sources are reporting that the demand for plant-based menu items has waned, the global plant-based market is expected to grow at a rate of approximately eight per cent annually until 2026.
As many diners continue to shift their habits towards healthier, more sustainable choices, operators can capture their attention – and their business – with an interesting, delicious culinary innovation. However, while adding dishes that are tasty and creative will help restaurants stand out, many guests are simply looking to cut back on their meat intake and may be looking for vegetarian or vegan versions of their favourites like burgers, tacos, chili, and more. Operators offering a broader menu, promoting new dishes, and listening to their diners can find success with plant-based dishes on the menu.
