The Future Is Flexitarian

Get ready to fill the center of the plate with fruits, vegetables, grains, and new plant-based proteins to court customers who are eating less meat.

TREND 8: CONSUMER LIFESTYLES

The Future Is Flexitarian

From a center-of-plate focus on produce and grains to a wider range of plant-based protein alternatives, Americans are moving away from meat.

IT’S A NEW PLANT LANDSCAPE ON MENUS

Plant foods are flourishing. In fact, U.S. retail sales of plant-based food and beverages (including milk, cheese, and yogurt) grew 11.3% in the past year, compared to a 2.0% rise in overall food sales, according to a SPINS report commissioned by the Good Food Institute and the Plant Based Foods Association. Plant-based sales were up 31.3% in the two-year period from April 2017 through April 2019, to a total of nearly $4.5 billion.¹

50% of consumers eat vegetarian or vegan dishes at least once a month, but only 27% of those who eat vegetarian/vegan dishes say restaurants do a good job of providing options that taste good.²

Meanwhile, the number of self-identified flexitarians (part-time vegetarians who still occasionally eat meat or fish) is also growing. The NPD Group reports that the incidence of flexible vegetarians or “flexitarians” are 8% of the population with actual vegetarians at 1% and vegans at half that. An even larger percentage of the overall population (18%), are trying to get more plant-based foods into their diets, reports NPD’s Health Aspirations and Behavioral Tracker.³ The reasons range from health and weight loss to concern about the environment.

Nearly 70% of Americans state that protein from plant sources is healthy, while less than 4 in 10 report that animal protein is healthy.⁴

This plant-curious approach is changing the way operators write menus. From a niche requirement for vegans and vegetarians to a key factor in today’s wellness trends, plants have grown an astonishing 2,462.4% on menus in the past four years, according to Datassential, and more than 300.0% in 2018 alone. Indeed, not only are more diners cutting back on meat, but they’re also far more interested in exciting meatless cuisine.⁵

That means that plant foods—including fruits, vegetables, grains, seeds, and nuts—are being given serious culinary attention. They’re also moving to the center of the plate in delicious and creative ways, including seasonal, global, and signature preparations, with protein-rich plants like quinoa, soybeans, chickpeas, and almonds standing in for traditional animal proteins. Plant-based beverages, such as nut milks, juices, kombucha, coconut water, and horchata, are also taking their place on menus.

14% of U.S. consumers (over 43 million people) regularly use plant-based alternatives such as almond milk, tofu, and veggie burgers; 86% of these consumers do not consider themselves vegan or vegetarian.⁶

At the same time, meat substitutes are also becoming more mainstream. The plant-based Impossible Burger has already arrived on the menus of chain, independent, and noncommercial foodservice locations, and alt-meats like pulled pork, bacon, seafood, and chicken made from plants are in various stages of market readiness. Many observers expect this plant-based “post-animal meat industry” to follow the trajectory of milk alternatives such as soy and almond milk, which now make 13% of overall milk sales, according to SPINS data.¹

Bonus: Tips for Getting in on the Trend

A survey of professional chefs for the National Restaurant Association’s latest What’s Hot Culinary Forecast ranked veggie-centric/vegetable-forward cuisine and plant-based proteins, and plant-based sausages/burgers among the Top 15 hottest trends, proving that plants are no longer just for vegetarians.

Don’t Call It “Vegan” or “Vegetarian”: As perceptions of meatless eating change, so does its terminology. Speak, instead, of plants and plant-based proteins—or just leave it up to savvy customers to spot the difference
Remember That Flavor Is King: No matter what ingredients you use to prepare your product, flavor is the most important thing. Pay attention to freshness, seasoning, and flavor-building preparation techniques, like grilling and searing—and highlight that authenticity on the menu
Focus on the Positive: Rather than emphasizing concepts like meatless and gluten free, market to lifestyle. For many consumers, the plant-based trend is about personal wellness and doing right by the planet
Emphasize the Adventure: In addition to flavor, plant-based dining can be an experience: discovering new fruits and vegetables, learning about plant proteins like grains and seeds, exploring the heritage of global cuisines that are plant-focused, such as Indian and Mexican
Consider the Special and the LTO: Experimenting with plant-based daily/seasonal specials and limited-time offerings is a good way to test the waters. Like the Meatless Monday promos of years past, create a plant-based special, such as a quinoa and vegetable paella, or add an alt-meat patty to the burger menu

^{Sources: [1] The Good Food Institute, Plant-Based Market Overview (2019). [2] Technomic, 2019 Center of the Plate: Seafood and Vegetarian Consumer Trend Report. [3] The NPD Group, “Quick Service Burger Buyers Mix It Up Between Plant-Based and Beef” (July 2019). [4] International Food Information Council Foundation, 2018 Food and Health Survey. [5] Datassential SNAP! Plant Based (2019). [6] The NPD Group/Dieting Monitor, 2017 Average (January 2018).}