Media company Morning Consult recently conducted a study on consumer trends. Among US adults, the study showed “vegan” was found to be the least appealing term used in food and beverage marketing materials.
The study asked participants to indicate if a series of marketing terms made food more or less appealing to them.
With the term “fresh” taking the lead at 81 percent more appealing, “vegan” only surveyed at 17 percent more appealing. Interestingly enough, when further broken down the term “vegan” was found to be 29 percent more appealing to the Gen Z population, while only 14 percent of the Baby Boomers agree.
So what does this mean for your operation?
Gen Z holds a population of roughly 73 million, and are quickly becoming the emerging workers and consumers of the world. While most restaurants don’t focus on them, they should.
Past Foodable Network research shows that Gen Z is looking for faster, healthier, and better experiences in dining. To win over these consumers with your vegan offerings, try being authentic in your values, pick a cause to commit to, tell a story, and don’t forget to break away from the traditional.
While the term “vegan” may be the least appealing word compared to “fresh,” “farm-fresh” (72% more appealing), or “sustainably sourced” (42%) that doesn’t mean you should rule it out from your marketing materials and menus.
Vegan dishes has had a rapid growth in trending diets, and it is important to consider. Not all consumers are vegan but can opt for a vegan or veggie option from time to time. Restaurants that broaden their menu offerings are finding more success in attracting consumers.
Including vegan-friendly dishes to menus are also more sustainable, which attracts the eco-friendly consumer. According to PETA, meat has a much bigger water footprint than grains, vegetables or beans, using 2,400 gallons of water to produce 1 pound of meat.
So when considering your menus and marketing tactics, vegan options still hold a promising future in the foodservice industry.