Half of UK diners want more vegan food on the menu, but don’t want it labeled as vegan

A new study by Meatless Farm and Brakes reveals that two-fifths of Britons (39%) want restaurants to offer more vegan food, but are put off by the vegan description, with more than half (52%) saying that they are more likely to order something. meatless if labeled as “plant-based” instead of “vegan”.

The survey of 2,000 UK adults explored attitudes towards eating and ordering vegan food and reveals people’s growing appetite to reduce their meat consumption and better understand the environmental impact of what they eat.

Research has shown that taste is still top of the agenda, with a third of people (32%) choosing to eat vegan food outside the home because they want to try something different. new and different, and nearly two-fifths (38%) saying they would consider ordering more plant-based foods if they could easily replace meat. Lasagna, spaghetti bolognese, burgers, and roast dinners are the top dishes that people would most like to order without meat.

Research indicates that terminology is what is holding people back, as McDonald’s and Pret recently saw opting out of vegan labeling in their new launches of the McPlant Burger and Meatless Meatball Wrap. Despite wanting to eat food that’s better for the planet, more than a third (35%) believe vegan options often don’t look appetizing on menus and 20% believe foods labeled as ‘vegan’ don’t look to a treat. Only half of respondents (50%) fully understand the meaning of the term “vegan” and one in ten (9%) think that it only contains green foods!

Morten Toft Bech, Founder of Meatless Farm, said: “Food culture is changing and with that we need to rethink social labels. Whether you’re vegan or not, plant-based meat has grown tremendously over the past five years and is appealing to a wide audience. Our mission is to help restaurants give consumers the option to make it meat-free on every dish, the same way you can request that a meal be gluten-free or dairy-free.

“We have always been committed to encouraging more meat eaters to switch to plant-based meats, and these results show that more people could join the veganism movement if menu wording were changed. The work to be done now is to get as many people as possible to try a plant-based option, and labeling vegan options as plant-based could be the ticket that really encourages the meatless to eat more meat.

When it comes to the environment, more than two-fifths (43%) of people want to see more information about the environmental impact of food on menus, and two in five (41%) want to know the carbon footprint of what’s on their plate.

Aaron Friend, senior category manager for herbal products at Brakes, the wholesaler, said: “The research results show how far we have come and enjoying herbal products is now a natural fit for people. the guests depending on a multitude of factors. But you can forget the long held stereotypes, it’s no longer an alternative, it’s fast becoming the norm.

“Vegan products are definitely taking a bite out of more traditional meals. In fact, our best-selling burger is now plant-based, and sales of plant-based burgers have more than doubled over the past year, alongside the range of plant-based products we sell.