Spike in customer expectations on ‘quality' vegan items seen during Veganuary: study
Reviews mentioning “vegan” on foodservice feedback platforms during the month was up by 104% over the past year.
There has been an increase in customer expectations on quality vegan items, the latest report from customer feedback specialist Feed It Back has revealed.
This is based on data which has shown that the average social review score mentioning the word “vegan” went down from 4.5 out of 5 to 4.3 compared in 2019.
Over the first three weeks of Veganuary, the percentage of reviews mentioning the word “vegan” on feedback platforms of the foodservice sector was up by 104% compared to the past year.
“[T]he figures reveal there has been a spike in consumer expectations around what constitutes quality vegan dishes and with more consumers opting to trial veganism during Veganuary the trend shows no sign of slowing down,” Feed It Back CEO Carlo Platia said, commenting on the results.
Taste is the main driver of positive reviews around vegan items, with 16% of the positive reviews referencing the word “delicious,” followed by variety with “choice” (15%) and “price” (12%).
Negative reviews, meanwhile, have shown references to the words “breakfast” (11%), burgers (7%) and pizza (2%). Platia suggested “refining” dishes at specific parts of the day, especially the breakfast daypart.
“Reviewing and analysing the performance of new dishes, not just on sales but also guest sentiment, is imperative to remaining competitive in the challenging high street market,” he added.
