26% of consumers are choosing not to eat meat, and 14% do so because they are vegetarian, while a similar number (12%) consider themselves to be ‘flexitarian’ - demonstrating that it’s not only consumers turning to a strict diet that are driving the market, but meat-reducers seeking out a way to eat a more balanced diet.
The independent research commissioned by Vegetarian Express looked into the demand for wider menu options and has found a demand for more vegetarian choice when dining out.
Meanwhile, 71% of customers would like to see lighter vegetarian options, while 17% think there should be more breakfast options available.
Will Matier, managing director at Vegetarian Express, said: “There’s no doubt about it, the vegetarian market is growing. You just have to look at the number of dedicated vegetarian restaurants opening up on the high street to see evidence of that.
“If caterers are to compete, they must offer more choice, not just in terms of the number of dishes but also the quality of food.
“Vegetarians want more than just one or two bog standard dishes to choose between – menus need to reflect this with innovative new recipes, exciting flavours and interesting ingredients. After all, vegetarians deserve the same eating out experience as everyone else.
“For those caterers that take no action now, it’s not just business from vegetarians that they could face losing out on, but also their friends and family – three quarters of people would be influenced on where to dine if they or a member of their party were vegetarian.”
Vegetarian Express is a supplier and consultant to the catering industry that also provides advice on nutrition and menu planning.