Veganism not a short-term trend for dining out, study finds

A study from GlobalData has suggested that consumer appetite for plant-based dishes on menus will remain beyond ‘Veganuary’, and that restaurants should adjust accordingly.

LOUIS THOMAS: According to data from the ‘Veganuary’ website, 629,000 partook in 2022. Of that number, 83% said that they would reduce their consumption of meat, eggs and dairy as a result of their month of abstinence. While there are still those who will return to consuming animal products both at home and when dining out come 1 February, research from data analysis firm GlobalData points to a growing demand for menus with plant-based options.

Of the 21,000 individuals across the world surveyed in Q1 of 2022, a third said that sustainability was a factor in them trying plant-based menus, a third mentioned animal welfare, and two-thirds cited health reasons. As a point of contrast, slightly less than a third (31%) said that they would be inclined to try alternatives to meat and fish because of the taste.

GlobalData consumer analyst Ramsey Baghdadi said: “For a plant-based menu to succeed, it cannot rely on its ‘plant-based’ status alone. It must also perfect associated aspects such as high quality, ethical production, and sustainable packaging to closely align with the preferences of non-meat eaters/flexitarians throughout the globe”…

“Veganuary is now synonymous with experimental behaviours, as thousands sign up each year to test a flexi or vegan lifestyle for themselves. Naturally, not all participants will fully commit, with February onwards painting a truer success rate for both the participants and brands’ new menus,” Baghdadi added. SOURCE…

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