What Restaurant Customers Want Now: A Wholesome, Whole Foods Approach to Better Health

With increased awareness of the problems associated with ultra-processed foods and a new focus on holistic, mind-and-body personal health goals, what is today’s consumer really looking for when it comes to healthy menu options? Read on to learn more…

Flexitarian is the new vegan

While veganism has remained one of the biggest food trends across much of the last decade, popular attitudes towards plant-based eating show signs of a significant shift. GWI reports that, since mid-2021, interest in vegan food has declined in 43 of the 47 markets they’re been tracking. Over one in four Europeans expresses interest in reducing their meat consumption, but fewer are identifying as vegan. Just 7% now identify as either vegan, vegetarian or pescatarian, with twice as many (14%) describing themselves as flexitarian. In fact, the number of Europeans identifying as flexitarian has risen by 13% year-on-year.

This January (2024), online searches for the word ‘veganuary’ fell by 62% compared to the same period in 2020, according to researchers from analytics company SEOtagg. This trend was mirrored in similar, related terms like ‘vegan recipes’ and ‘vegan diet’.

The good news is that customers are also more concerned about the sustainability of food production and how their dietary choices affect both their own health and that of the planet. The adoption of plant-based diets that we’ve seen over the past decade is growing into a more holistic approach that goes beyond reducing meat and fish consumption – people want to know where their food comes from and how is was grown, caught, farmed or produced. 

Plant-based, but make it pure

With more and more media coverage about the risks associated with high consumption of ultra-processed foods (UPFs), many people are beginning to turn away from meat alternatives with long, complicated ingredients lists. In their Top 10 Food Trend Predictions for 2024, Whole Foods Market says we’ll continue to see shrinking labels across the plant-based category, with a greater focus on whole-food vegan options made from things like mushrooms, nuts, tempeh and legumes.

Supporting this, a recent study concluded that – at least when it comes to fast food – vegan options are not necessarily the healthier choice. Researchers in Poland analysed a total of 1,868 meals including sandwiches, salads, noodles and pizza from 50 fast food chains across five countries. 

Plant-based fast food meals were more likely to contain more sugar and less protein than their animal-based counterparts, and in some instances had more calories. (On the plus side, they contained less sodium and more fibre.) Lead author Mikołaj Kamiński, from the Poznań University of Medical Sciences in Poland, said, "Our study […] exposes the illusion that plant-based alternatives of popular fast-food dishes are automatically a healthier choice."

Findings like this support a growing trend for meat-free alternatives that are based on whole plant foods rather than ultra-processed options. Supporting this, Mintel reports that consumers across the globe are increasingly demanding transparency in their food and choosing natural, ‘pure’ foods over processed ones. Half of US consumers say they would like to eat fewer processed foods. 

An holistic approach to personal health

Personal diets are no longer solely about weight management. When it comes to health, consumers aren’t just looking for meal options that are low in calories, sugar-free or low-fat – they want nourishing foods that support overall physical and mental health, including those that nurture their gut microbiomes. More than 80% of consumers in China, the UK and the USA consider gut health to be important, while over 50% anticipate making it a higher priority in the next 2-3 years.

For many people, this has become a quest for personalised health. For F&B businesses like yours, this is an opportunity to provide options that tick these boxes: for an easy example, imagine the smoothie bar that offers a scoop of protein powder as an added extra. Wondering how this translates to your menu? Here are five things to think about.

So what can restaurants do about it?

1. Put more on the menu

Making plant-based options a greater proportion of your menu not only provides more choice for those looking for a meat-free meal, but it also helps to ‘normalise’ plant-based eating. Research shows that this increases the likelihood of people choosing these options, without the need to remove meat from the menu entirely.

2. Think flexitarian

Make flexitarianism your guiding light. Offer a wide range of plant-based options across your menu, with the choice to add meat or fish as an extra. This will cater for every palate and prioritises a growing demographic of people who are choosing to eat less meat and dairy without cutting them out altogether.

3. Focus on whole foods

Serve whole food, plant-based vegan options rather than ultra-processed meat substitutes. Think mushrooms, tofu (and its cousins seitan and tempeh), nuts, seeds and plenty of vegetables. Beans and other pulses are a particularly great way to add healthy plant-based protein to your menu; they offer fibre, slow-release carbohydrates and a wealth of vitamins and minerals, and play a valuable role in digestive health. In addition, pulses tick a lot of boxes when it comes to modern consumer desires and dietary restrictions: they’re vegan, gluten- and lactose-free, diabetic-friendly, suitable for those on low cholesterol diets and very low in fat.

4. Always ask: is it delicious?

Like any other guest in your restaurant, meat-free eaters want something that is truly delectable – especially in today’s economy, when going out to eat has become a special-occasion treat for many. Make your flavours big and bold, experiment with contrasting textures and aim to tick as many “delicious” boxes as possible: think crunchy, gooey, spicy, rich, silky, creamy or crisp.

5. Ramp up the nutrition

Consider what people might be seeking within their own personalised versions of a healthy diet. While making health claims on menus can be tricky (and it’s crucial that any such claims are 100% transparent and factually, verifiably correct), you can meet your guests’ needs simply by ensuring that your menu selection includes lean proteins, healthy fats like omega-3s, dishes that provide multiple portions of fruits and vegetables and gut-friendly ingredients like fermented foods and whole grains.

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