Plant based v. vegan - How the trade can benefit | Cognosco
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Plant based v. vegan - How the trade can benefit

In the UK, Foodservice is following the trend towards having vegan sections on menu but how can you make this commercially exciting too?

According to Mintel September 2018, there are only 2% of the adult population who would describe themselves as vegans - someone who not only eats no meat (including poultry or fish) but will not eat or use any products made by or from animals, birds or fish. 

However, there are 34% of the population who do eat meat who have reduced or limited their intake over the last year and a further 21% who are interested in doing so - presumably if the right alternative is offered. This makes 55% of the adult population interested in eating less meat.

So, it makes sense to ensure that your vegan food appeals to this much larger consumer group rather than just to the 2% of established vegans or even the 15-20% who are vegetarian. 

Top tips include 

  • Showing all menu items on the main menu not on special menus
  • Understanding that calling menu items 'vegan' can sometimes lead to consumers who aren't vegan perceiving them as only for vegan
  • Use symbols like Image result for symbol for vegetarian (vegetarian) rather than descriptors like 'vegan'
  • If a description is helpful, use 'plant based' rather than 'vegan'
  • Use 'food tech' to describe products that successfully imitate meat and to differentiate from veggie burgers
  • Use 'food tech' to attract more customers - take advantage of site locators on supplier websites
  • Don't be afraid to position 'food tech'products like the Moving Mountains Hot Dog as premium on menu