The Rise of Veganism And The Need To Keep Up With Trends We are arguably at a point when British consumers are eating out as much as they have done and ever will do. In other words: we may have reached peak out-ofhome food. CGA’s BrandTrack data suggests that frequency levels in out-of-home eating are broadly flat, while the Market Growth Monitor with AlixPartners has revealed a fall in the number of group-owned restaurants, following a decade of remarkable growth that means there are now nearly 5,000 more food-led outlets than in 2009. And this is just the licensed landscape—traditional fullservice and casual dining restaurants, pub restaurants and the like. There is also the burgeoning food-to-go market, driven by counter-service sandwich bars, branded coffee shops and cafes and non-traditional access points to the market like street food stalls, market halls, pop-ups, dinein sushi counters in supermarkets and cafés in highstreet retailers. Everywhere the consumer looks there is access to food of differing cuisine, style, quality, price point and speed of service, suiting any preference, occasion or budget. Staying ahead in this fiercely competitive market means understanding what consumers want—now and in the future. What are the next big things, and how should
September 2019
CLH News
17
your brand respond? Where should manufacturers and suppliers target new product development budgets to get the best return on investment and appeal to the widest customer base? The rise of vegan or plant-based diets is a case in point. Driven by growing environmentalism, awareness of the harmful effects of meat production and rising ethicalism among younger consumers, these have soared in prominence. CGA’s Food Insights19 report shows that 4% of the British population now follow a vegan diet, with another 4% adopting a flexitarian diet, increasing their consumption of plant-based meals without completely removing meat. Of the remainder, 20% say they are likely to choose a vegan meal when eating out-ofhome, rising to nearly half (48%) of 18 to 34 year olds. But vegans don’t think they are well catered for at the moment. A lack of choice, lack of imagination and the recurrence of the same dishes are all frequently cited in BrandTrack surveys as frustrations for those seeking plant-based food out-of-home. The industry needs to act fast to address these concerns. Operators, manufacturers and suppliers that fail to adapt their ranges risk losing customers, and may see existing or new brands meet the latent need instead— but those that can show they understand and care about big consumer trends are well-placed to capitalise.
Baffled Brits Confused by Bistro Babble
Two-thirds of diners find the meaning of words like quenelle, jus and ballotine baffling, according to a new study by foodservice wholesaler Bidfood. Just 37% of those surveyed knew a quenelle was an egg-shaped spoonful, yet a quarter admitted to believing it was a type of hen. While one in seven thought a ballotine was a dance or a machine used to behead people in medieval times, rather than a boned chicken thigh! Worryingly, one in 12 people thought jus, the trendy word for gravy, was something you put in your hair, according to the 2,000 diners surveyed. With the UK foodservice market predicted to grow by an impressive 26% by 20212, the research aims to shine a light on the impact of menus when it comes to consumer dining habits to better support eateries. Not only will this allow them to better meet the needs of their consumers, but also help them to standout and boost footfall in what is an increasingly competitive market. As well as the words to avoid, the survey also highlights those which are most likely to sway our decision when eating out, with ‘spicy’, ‘melting’, ‘marinated’ and ‘smoked’ surprisingly topping the list. In fact, a succulent, roasted or spicy chicken followed by a creamy cheesecake have been revealed as most likely to get
our mouths watering. However, while we may be overcooking the language used to describe some dishes, we’re undercooking it when it comes to describing healthier dishes the research found, With 30% of diners finding that ‘boring’ or unimaginative healthy foods stop us from eating better3, it’s not surprising that one third of Brits (38%) would like to see eateries switch up how they describe healthy meals to encourage us towards more waist-friendly options. This includes highlighting how meals are prepared with popular terms including ‘grilled’, ‘roasted’ and ‘baked’ as well as championing key flavours within ingredients such as ‘aromatic’ and ‘herby’. What’s more; with a rising interest in where our food comes from, and the environmental impact our dishes might have; terms like locally sourced (37%), seasonal (33%), free range (30%) and sustainably sourced (26%) are becoming increasingly sought-after as we select our preferred meal. However, eateries should craft their menus with care as ‘indulgent’, ‘sweet’, ‘rich’, ‘oozing’ and ‘sticky’ have been voted as the top 5 words most likely to make you fat!
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