FREE FROM & PLANT-BASED
Our changing
eating habits Vegan, vegetarian and gluten-free options are now in greater, established demand, also enabling operators to be inclusive when it comes to the dietary requirements of their customers. RECENT FINDINGS In May this year, market researchers, Toluna, asked 1,160 adults aged 18+ in the UK about their food choices and preferences to understand the latest diet trends in the UK and find out if our dietary preferences have changed. Nearly half of those surveyed (49%) said they want to consume food and drink products that are healthier, plant-based, and more sustainable, they discovered, with the biggest trend being a reduction in meat-based food products (50% of people surveyed either starting or continuing to reduce their meat intake). 40
Based on those surveyed, people want plant-based foods which taste like the nonplant-based versions. This is most true for things like steak, cakes, cheese, egg, fish, and chocolate, they found out. Over half of people (58%) said they find a healthy snack ‘appealing or very appealing’ as a daily treat. Food and drink brings us joy, with flavours creating excitement, they also confirmed. Over half (57%) of respondents said that they treat themselves to food or drink they enjoy to improve their mood or simply to indulge. Exciting flavours and textures take our food and
drink consumption to a higher, more emotionally charged level that’s strongly linked with our overall well-being. Veganism and vegetarianism are rising, while meat-based diets are now less popular, they discovered. 7% (or one in 14) respondents said they are planning to continue or go vegan, while 12% say the same for vegetarianism. The proportion of people who say they’re meat-eaters has reduced from 83% to 78% since 2019. Just over threequarters of consumers (76%) have bought a plant-based alternative food, a 12% increase since 2021, their survey revealed.
Over half (57%) of those surveyed feel that plant-based products are healthy. However, 10% said that plant-based foods are unhealthy. A variety of reasons were cited, with some saying plant-based products are highly processed, lack relevant nutrients, or include a high number of additives. The remaining third (33%) of consumers were unsure - leaving room for opportunistic health food and drink brands to create relevant communications that clear up any misconceptions, feel Toluna. Consumers were also asked how likely it was that they would serve plant-based
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