Delicious Alternatives - Plant - Flipbook - Page 8
What ’s
Holding
Back T he
Tide?
WHY CONSUMERS
ARE CHOOSING NOT TO ADOPT A
VEGAN OR PLANT-BASED DIET
As campaigners,
environmentalists, scientists and
celebrities continue to hit the
headlines extolling the long-term
need and virtues of a vegan diet,
it is surprising that consumer
numbers are not higher. Research
undertaken to uncover the
perceived hurdles to adopting
a vegan or plant-based diet has
uncovered some interesting
findings, explaining why 30% of
meat eaters identify as flexitarian
but are yet to transition to cut
meat out of their diet altogether
and why many are reluctant to
give plant-based dishes a chance.
Vegan and plant-based menu options are
not only cheaper and more profitable,
with the supply chain struggles facing the
sector currently, they are a positive way of
overcoming issues with meat production.
Understanding consumer resistance to
avoiding meat or dairy gives operators
scope to make alterations to their menus or
communications, encouraging consumers to
try a plant-based dish.
Texture and ‘mout hfeel’ is a high priority
when it comes to meat alternat ives.
Many consumers are scept ical about
vegan fish or meat because early
introduct ions were not appet ising and
t he texture was unpleasant.
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BARRIER
POTENTIAL SOLUTION
30%1 of consumers surveyed felt that
current plant-based foods do not give
them the nutrition they need. The
protein trend is a big consumer driver
influencing meat sales, highlighting
the need for a plant-based alternative.
Identify protein in dishes such as chickpeas, lentils
and millet. Find a simple but effective method
to communicate how many of their 5 a day are
present and hero a vitamin rich vegetable such
as broccoli, spinach, carrots or red cabbage to
overcome concerns about nutrition.
Some plant-based meals are not as
fulfilling to eat, leaving consumers
feeling hungry.
Adding proteins such as legumes to dishes help
to sustain a feeling of fullness for longer. Oats are
also a great addition to dishes such as vegetable
crumbles, soups, tart cases and meat-free meatballs
because they are well known for being fulfilling.
40%2 of consumers surveyed were
put off by ‘weird’ ingredients.
Demystifying unusual or new ingredients such
as tempeh is important to help consumers
understand more about what they are eating.
Recipes which hero anything that may not be
recognised should be given a feature spot and
staff trained properly on how to describe/sell it.
Texture and ‘mouthfeel’ is a high
priority when it comes to meat
alternatives. Many consumers are
sceptical about vegan fish or meat
because early introductions were
not appetising and the texture was
unpleasant.
Fish and meat substitutes should only be
introduced if you as the operator are convinced it
is a strong likeness. Try to give dishes a variety of
textures, making specific ingredients identifiable
and the dish more enjoyable to eat.
There is a misconception that a
diet without meat, fish or dairy is
unhealthy.
As consumers continue to seek ways to improve
their health and wellbeing, it is a great opportunity
to highlight the vitamins, fibre or protein in a plantbased meal, celebrating its health credentials.
Consumers are seeking greater variety
of plant-based or vegan cuisine.
From pies and pastries to curries and pizza, its
time to open up your kitchen to a world of flavour.
Introducing vegan Mexican food or Thai food
that’s full of herbs and spices, not only satisfies
consumer demand for flavour, but it also highlights
that plant-based dishes can be exciting too.
Not being able to give up cheese is
the main reasons for flexitarians not
becoming vegan.
Cheese has undoubtedly been the dairy product
that has struggled with flavour, texture and
performance, however with fresh innovation
coming through, it will not be long before vegan
cheese matches its dairy counterpart, so keep
trying and testing products as they launch!
A YouGov survey in 2019 found that
29%3 of 11-18 year olds wanted to
reduce their meat consumption, but
felt there were not enough options
available in school and restaurant
menus. This was also reflected in a
further survey where options and
availability restrictions were cited as
the second4 biggest reason for not
being vegan.
Historically, operators featured one vegan/
vegetarian dish as a starter, main course and
dessert, giving meat eaters much more variety.
Attracting consumers in the vegan or plant-based
space means that operators need to broaden the
options available, so that meat free dishes are
more than just a ‘token gesture’ on the menu.
MDPI (2019) Attitudes Towards Vegetarian and Vegan Diets in
the United Kingdom
2
Gold & Green Foods (2020) Toluna 500 Consumers
3
YouGov (2019) Eating Better 2019 Youth Survey
4
MDPI (2019) Attitudes Towards Vegetarian and Vegan Diets in
the United Kingdom
1
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