Understanding consumer demand for plant-based options in foodservice

What do plant-forward diners really want when they eat out?

Plant-based food should no longer be treated as an afterthought in foodservice, or as a niche option that only the small (but growing) numbers of vegan diners want (because data shows that’s not true). In the UK, for example, plant-based orders in quick-service restaurants (QSRs) rose 56% in 2024, while vegetarian orders climbed 64%.¹

Across Europe, 51% of consumers say they are reducing their meat intake,² and two-thirds of diners report that they are actively choosing more vegetables over meat.³ With nearly half of consumers now labelling themselves flexitarian or actively cutting down on meat,⁴ plant-based options are quickly moving from ‘nice-to-have’ on menus to ‘must-have.’

However, meeting this demand means understanding what diners actually want when they eat out, and where the biggest opportunities lie for operators. 

The scale of the opportunity

The European foodservice market is projected to reach USD 950 billion in 2025, climbing to USD 1.51 trillion by 2030.⁵ Yet plant-based foods remain underrepresented: just 8-10% of items in most European QSR menus are plant-based.⁶ In the US, the foodservice market is currently estimated at around USD 1.3 billion.⁷

Meanwhile, consumer expectations are rising. 43% of US diners agree that plant-based food improves the restaurant experience,⁸ while in London, UK, vegan-friendly listings grew 12% in 2024.⁹

With quick-service formats now the largest and fastest-growing segment of the European dining market,¹⁰ operators in this space are especially well positioned to meet – and benefit from – this surging demand.

Who’s driving demand?

The shift is driven less by vegans and vegetarians, and more by flexitarians who want to reduce – not eliminate – meat consumption.

• Flexitarians lead: 27% of Europeans identify as flexitarian,¹¹ rising to 37% in the US.¹²
• Meat-reducers matter: In the UK, 48% of people are actively reducing their meat intake. This rises to 51% in Europe.¹³
• Younger demographics choose sustainability: Nearly a quarter of 18-44-year-olds choose where to eat based on sustainability.¹⁴

For operators, this means plant-based food isn’t a niche lifestyle choice; it’s a mainstream expectation, particularly among younger, health-conscious diners who consider the environmental impact.

What plant-forward diners want

1. Taste above all

Flavour remains the number-one purchase driver. Nearly half of flexitarians prioritise taste when selecting plant-based meals.¹⁵ Diners want familiar, indulgent dishes that match or exceed animal-based equivalents.¹⁶ It’s why plant-based meats that closely replicate animal products – from burgers to pizza toppings – often outperform traditional veggie-centric alternatives.

Plant-based versions of burgers, lasagne, roast dinners, curries, and spaghetti Bolognese are perennial favourites because they feel comforting and accessible.¹⁷ ‘Chicken-like’ alternatives (wings, tenders, and strips) are especially in demand among flexitarians.¹⁸

Texture, aroma, and visual presentation also matter. Eye-catching, colourful dishes that look ‘Instagrammable’ signal freshness and quality.¹⁹

2. Variety and menu depth

Consumers are looking beyond the token vegan burger. They want choice across the menu (starters, sides, mains, and desserts) that makes plant-based dining feel inclusive and exciting, not restrictive. 

Novelty is a factor, too. Consumers are curious and eager to explore. More than half (53%) say they want to try the latest food trends.²⁰

Ethnic and global influences are also shaping demand. Dishes like tacos, dumplings, curries, stir-fries, and noodle bowls allow for creativity and bold flavours, and often lend themselves naturally to plant-based formats.²¹

Breakfast is another growth opportunity; it’s the fastest-growing meal occasion (+13.7% YoY²²), with diners increasingly seeking plant-based bakery, dairy, and egg alternatives to enjoy at this mealtime.

3. Health and well-being

Consumers are increasingly choosing plant-based options for perceived health benefits. Notably, 73% of Europeans say eating a wide variety of plant foods is important for health and well-being.²³ At the same time, health-driven dinner choices have increased by 31.6% year-on-year,²⁴ indicating that evening dining is a prime growth area for nutritious plant-based offerings.

Functional foods, such as those supporting immunity or digestion, are also gaining ground in foodservice menus.²⁵

4. Sustainability and ethics

Sustainability is now a central decision-making factor in dining out:

• 71% of Europeans consider sustainability important when choosing a venue.²⁶
• 45% are willing to pay more for sustainable dishes, and 41% for low-carbon meals.²⁷
• 61% want restaurants to show how they’re cutting emissions and reducing waste.²⁸

This is especially important for younger diners, who expect companies to demonstrate eco-credentials and community impact.

However, operators must balance environmental positioning with quality and value. As Nestlé UK & Ireland found, ethical motivation only converts into purchase if the dish is tasty, well-priced, and clearly communicated.²⁹

5. Accessibility and value

Price sensitivity is rising across the sector. Many diners feel plant-based dishes are too expensive, while others are turning from big branded meat substitutes toward simpler, more affordable vegetable-based options.³⁰

Offering good value and ensuring plant-based options aren’t priced at a premium will be key to winning repeat customers. Operators can also use limited-time specials, lunch deals (for example, Loveshack in East London, UK, offer a £5.50 plant-based lunch deal on weekdays), smaller portions, and loyalty programmes to maintain accessibility while managing costs.

6. Clear menu language

Labelling and communication play a major role in uptake. Some diners remain confused or cautious about ‘vegan’ or ‘plant-based’ terms.

Menus that frame dishes as familiar favourites, rather than niche ‘vegan meals’, tend to perform better.³¹ For example, ‘BBQ Jackfruit Burger’ or ‘Creamy Coconut Curry’ sound more appealing to flexitarians than ‘Vegan Burger’ or ‘Vegan Curry.’

Emerging trends in foodservice

Several wider foodservice shifts are creating space for plant-based growth:

• Global flavours: Consumers increasingly seek international cuisines, driven by social media and travel. Plant-based operators can tap into this demand with regionally diverse and fusion menus.³⁴
• Convenience as standard: The rise of delivery, takeout, and mobile ordering means plant-based options need to be available across fast and flexible formats.³⁵
  

Europe as a case study

What operators should do

To meet consumer expectations and unlock growth, foodservice businesses should:

1. Go beyond tokenism: Move from one or two underdeveloped plant-based dishes to mainstreaming delicious plant-based meals as core menu options.
2. Invest in flavour and texture: Consumers return for dishes that deliver indulgence and satisfaction. Ensure plant-based options compete on flavour first, while supporting health and sustainability benefits.
3. Offer variety: Include plant-based starters, mains, desserts, and breakfast choices, as well as options that offer a breadth of cuisines and flavours.
4. Ensure value and accessibility: Keep prices competitive and portions generous.
5. Communicate clearly: Label transparently and frame plant-based options as mainstream, not niche.
6. Highlight sustainability: Use certifications, sourcing stories, and carbon labels to build trust.
7. Appeal to flexitarians: Position dishes for everyone, not just vegans – inclusivity drives volume. Integrate plant-based options throughout the main menu (positioned near the top), not on a separate vegan section or menu. 

An opportunity to expand your plant-based options

The future of foodservice is plant-forward, flavour-first, and inclusive. Diners are demanding more plant-based options for taste, health, and sustainability reasons, but they’re also expecting affordability, variety, and authenticity.

For operators, this is both a challenge and a chance. Those who move fast to integrate well-executed, clearly communicated, and value-driven plant-based dishes will stand out in a rapidly evolving, highly competitive dining landscape.

Read part one of the Foodservice Toolkit series to discover our roadmap towards a more plant-forward foodservice sector. For support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our bi-weekly newsletter and monthly podcast.

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