Vegan/vegetarianism is not yet an eating norm but flexitarianism is becoming a growing trend, the latest MCA data has shown.
MCA’s comprehensive Eating Out Report 2016 shows that incidence of vegan/vegetarianism in the eating out market remains unchanged on the situation five years ago. Asked how they would describe themselves, 8% of those polled picked vegetarian or vegan – the same percentage as 2011. In comparison the percentage describing themselves as flexitarian – ie avoiding animal proteins in their diet but not strictly vegetarian – rose from 7% to 10%.
The data shows that it is among the over-35s that interest has picked up most rapidly. While the incidence of flexitarianism grew from 10% to 11% over the five-year period for the 18-34-year-old bracket, it rose from 7% to 11% for the 35-55 bracket and from 5% to 8% for 55+.
The report shows that the development of vegan/ vegetarianism has been quicker at home than in the eating out sector. In the past two to three years, 23% of respondents said they had eaten more vegan / vegetarian food, compared to 17% out of home. The incidence of people eating more vegetables is also much more pronounced at home (45%) than in the eating out market (25%).
The report also details some of the key concerns from vegans and vegetarians when eating out – which include a lack of knowledge among operators in areas such as what constitutes vegetarian cheese and a lack of innovation in the choices available. It also details the key factors to encourage vegetarians/vegans/flexitarians to eat out more.
Steve Gotham, director of insight at MCA, said: “Our research highlights growing consumer interest in more flexitarian dietary preferences. It is understandable that they are experimenting more with what they are consuming at home – it is less risky from food choice, customisation and cost considerations. Importantly, this is not a passing fad – but is part of an enduring trend, particularly with the ageing demographics. As such, there will be growing business development opportunities, particularly at lunchtimes, for more progressive operators to enhance their vegetarian offerings.”
The data is based on a 1,000-person bespoke survey conducted for the Eating Out Report, which polls 6,000 consumers on a monthly basis.
For more information about the report please contact sophie.barber@mca-insight.com.
