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keeping it fresh - Genesis, Shoreditch
As November heralds the start of World Vegan Month CGA's Food Insights research reveals that 23% of consumers are now following a specific diet that restricts certain food groups.

While only 4% of consumers are following a strict vegan diet the research reveals that nearly 20% of consumers are following a meat-free, or partially meat-free diet and 20% say they would choose a vegan dish when eating out of home.

“It’s clear from our research that meat, fish and dairy reduction is becoming more prevalent – consumer consciousness is increasing both from an ethical and health perspective and it’s important that pub and restaurant operators cater effectively for this growing demand,” commented CGA’s client director, food & retail, Fiona Speakman.

“Offering innovative dishes which cater for vegan diets will broaden the appeal of a menu and give vegan, and would-be vegan consumers additional choice and increased engagement.”

Food Insights shows that ethical issues are the biggest reason for becoming vegan, with 64% of vegans citing this as their main motivation. Health (48%), environmental issues (43%) and taste (22%) were cited as the other key reasons.

The research also reveals the frustration on the part of would-be vegan diners when eating out of home. Lack of imagination in the choice is mentioned by 43% as their biggest frustration when eating out, followed by lack of understanding (38%), while 40% complain of not having enough choice.

Some 86% of vegan consumers believe it’s important that there’s a specially created vegan dish on the menu, rather than something that has been adapted from a non-vegan dish.

According to the research nearly a quarter (23%) of consumers follow a diet that restricts certain food groups – with one in five (18%) citing an allergy to at least one food type.

(source: CGA)