More shoppers are lessening their meat intake, and what that means for your QSR
An older segment, notably, is getting into the flexitarian diet.
The demand for vegan-friendly and plant-based alternatives shows no signs of stopping, with brands in and out of the UK introducing more offerings on this kind in their menus to ensure they get a lion’s share of the growing market.
A clear case for it is Greggs, whose sales were turbocharged by its vegan sausage roll. Looking to keep its gains, the bakery previously said it is cooking up vegan versions of its most popular products.
Another chain, Subway, looks to build on the momentum it gained with the Vegan Sub by trialling a vegan version of its popular Meatball Marinara sub. Launched in its Manchester and Birmingham branches last 30 October 30th, the sandwich chain is testing its popularity as they plan to roll out the item in all stores by early 2020.
Burger King, which has been rolling out its plant-based burgers like their Impossible Whopper, is reportedly looking to roll out the Rebel Whopper and the Rebel Chicken King across Europe.
And in a bid to understand the growing vegan market, Papa John's has launched a campaign to ‘hire’ a part-time “Chief Vegan Officer” to help grow its plant-based menu.
The chains’ moves are justified, with new research revealing that more consumers are getting into the plant-based movement, as either a vegan, vegetarian or flexitarian.
According to IGD ShopperVista latest research, 55% of 2,103 UK grocery shoppers say they are actively or considering reducing their meat intake, up from 52% last year.
21% say they currently follow or would consider veganism, up 4% year-on-year. 36% say the same for vegetarianism, up 3% year-on-year whilst 38% currently follow or would consider flexitarianism, the biggest gainer in the bunch with a 6% increase year-on-year.
Almost half (46%) say that health remains the biggest driver of a plant-based diet overall, but the environment has moved up the agenda, now 38% this year compared to 30% in 2018.
The environment is also the top consideration for younger shoppers (58%).
Interestingly, 40% of 45-64-year-olds claim that they are either already, or considering following a flexitarian diet. Year on year, 11% of 45-54 year-olds and 14% of 55-64 year-olds have changed their positions, say they are either interested in following, or already following, a flexitarian diet.
Towards more bespoke choices
Retailers are restaurants are encouraged to provide more bespoke menu choices, with 55% of shoppers thinking that they are “not adventurous enough” in their vegan, vegetarian and food-to-go options.
57% of shoppers, meanwhile, feel that following a vegan diet will result in them missing out on key nutrients whilst 44% of shoppers also say it is confusing to determine which products are vegan.
