3. Plant foods become mainstream
Plant-based and plant- forward foods set deep roots as appeal goes mainstream and creative menuing flourishes.
Many diners, especially Gen Z and younger, see no reason for strict “this” or “that” food-choice lifestyles, choosing instead mixed menus of animal and plant-based foods. Their anything-goes appetites that eschew labels and put all food and drink options on the table are becoming the new normal.
Hardcore adherents aren’t main drivers in the growth of plant-based foods. Fuel instead comes from consumers, often called flexitarians, who play both sides.
1 in 4 Aussies identify as flexitarian or are actively reducing meat consumption and 9% of Aussies follow a vegan or vegetarian diet.10 With 40% citing health, 18% animal welfare and 28% sustainability10, these consumers happily alternate choices meal-to- meal and day-to-day.
Source: 10. Nestlé Professional & fiftyfive5, 2023. Consumer Research, n=1,032.
Move vegetables from side dishes to the center of the plate. By turning vegetables into exciting main courses (or even featuring them in desserts), you can cater to the growing number of vegan, vegetarian and flexitarian diners.
Menus that give nod to these new dining habits are strongly positioned. Here are plant-based and plant-forward selections that have broad appeal:
Roasted summer squash with tamarind, labneh harra, cippolini onions, and pistachio dukkah.Mushroom-walnut Bolognese, with carrot paccheri & celery.Crispy celery root katsu with shiso, mustard sauce, apple umami paste.Ember-cooked beets with celery- top purée, sunflower-seed pistou. Burger with lentils, cremini mushrooms, and quinoa on toasted brioche
Vegan: a person doesn’t eat meat, eggs, dairy products, or any other ingredients made with animal products, including honey and gelatin.
Vegetarian: a person who doesn’t eat meat but may consume animal by-products. There are several types of vegetarians:
• Lacto-ovo vegetarian eats dairy products and eggs, but not meat.• Ovo-vegetarian: eats eggs, but not dairy products or meat.• Lacto-vegetarian: eats dairy products, but not eggs or meat.
Pescatarian: a person who eats fish, seafood, eggs, dairy products, but no red meat, pork or chicken.
Flexitarian: a person who actively eats more plant-based foods and less meat, whether reducing the amount on the plate, or avoiding meat on certain days of the week.
Beverage insight: Smoothies offer flavour and the opportunity to add extra nutrients and remain popular among younger consumers. Offer drinks made with fruit, vegetables or other exciting ingredients to create mocktails catering to consumers looking to reduce their alcohol consumption.
Food insight: Offering customization is a great strategy as it:
Increases the perceived value of a product.
Gives consumers the flexibility to choose ingredients they like.
Allows them to choose healthy swaps i.e. plant-based option instead of meat.
