Veganism has seen both a rise in popularity and a recent dip, reflecting changing consumer habits. As we mark Vegan Day on 1st November 2024, it’s interesting to look at how these shifts are affecting the foodservice industry.
The Rise of Veganism
A few years ago, veganism surged into the mainstream, driven by health-conscious consumers and environmental concerns. Campaigns like Veganuary attracted hundreds of thousands of people worldwide to try a plant-based diet, while the demand for vegan products, like meat alternatives and plant-based dairy, skyrocketed. Restaurants and foodservice providers responded quickly, offering more vegan-friendly options to cater to this growing market.
In the UK, many households began reducing their meat consumption, with a significant portion replacing animal products with plant-based alternatives at least once a week. Supermarkets expanded their vegan ranges, and major food chains introduced vegan menu items, recognising the growing demand.
The Recent Decline
However, recent data shows that veganism is starting to lose momentum In the last two years, the number of people identifying as vegan has dropped by 29% in Europe and 15% in the UK. One key reason is the rise of flexitarianism – people who primarily eat plant-based but still consume some animal products. This approach appeals to those who want to reduce their meat intake without committing to a fully vegan diet.
Economic pressures have also played a role. With the cost-of-living crisis, many consumers are choosing cheaper food options, often reverting to non-vegan products. At the same time, “eco-fatigue” has set in, with fewer people believing their individual choices will make a significant environmental impact.
What This Means for the Foodservice Industry
For the foodservice industry, the rise of flexitarianism presents both a challenge and an opportunity. Strict veganism might be declining, but the demand for plant-based options is still strong, especially among health-conscious consumers and those seeking variety in their diets.
Foodservice providers can benefit by offering a balance of plant-based and traditional dishes, catering to a broader audience. Flexibility is key – appealing to both vegans and flexitarians ensures that businesses can meet diverse customer preferences while staying relevant in a changing market.