FOOD & BEVERAGE TRENDS
Protein has become a dietary “darling” over the last year or two, and one of the perceived drawbacks of plant-forward eating is that it’s hard to get enough protein when meat, poultry, eggs or seafood are not at the center of the plate.
alternatives. “It’s no surprise that affordability is a critical factor in motivating consum- ers to choose more plant-forward dish- es. Our report found that one in five consumers would be more likely to try plant-forward dishes if they were cheaper or offered at a discounted rate compared to animal-based options,” said Sophie Egan, co-director of the Menus of Change University Research Collabo- rative. “Nearly a quarter of consumers would be encouraged to try a plant-for- ward dish at a restaurant if it was of- fered as part of a combo or meal deal. In general, diners are often looking for as- surance of getting their money’s worth, and that bar is especially high for foods from the plant kingdom.” For about a third of Gen Z and Millen- nial customers, taste satisfaction is also a barrier to eating less meat when din- ing at restaurants—they’re concerned about being hungry shortly after eating a plant-forward meal. “Our report has also consistently shown that it’s critical to assure diners that a plant-forward choice at a res- taurant will be satisfying, delicious and won’t leave them feeling hungry two
hours later,” added Egan. “So, foodser- vice operators have a real opportunity to both allay concerns about satisfaction and satiety while overcoming many din- ers’ cost sensitivity by offering plant-for- ward dishes at competitive prices and in combo meals that round out a dining ex- perience and demonstrate the value of a meal centering plant-based ingredients.” The report also suggests that opera- tors can introduce veggie-centric dish- es as appetizers and small plates at a lower price point. Familiarity is also a selling point; 25% of consumers would feel more secure ordering plant-forward dishes if they contain simple, familiar ingredients and spell out nutrition in- formation, including protein and sugar content. The annual research report was com- piled by The Culinary Institute of Amer- ica, foodservice research firm Datassen - tial, Food for Climate League and the Menus of Change University Research Collaborative. Data was collected from an online survey conducted in March, 2025 through Datassential’s Omnibus platform, polling 1,504 American con- sumers representative of the general population, ages 18 and above.
protein portions: All animal protein (meat or seafood), mixed animal/plant protein and all plant protein. One group saw three versions of a Mediterranean- inspired souvlaki plate, one made with grilled chicken, another with falafel and lentil souvlaki, and a third containing both chicken and falafel. A second group was given three poke bowl variations: Salmon, salmon and tofu, and tofu and edamame. The mixed-protein dishes were consistently viewed as the most unique by consumers, and become more attractive when additional details were provided, including protein content and price. Between the two factors, price is a far more powerful driver of decision- making than protein content, prompting a shift away from fully-animal dishes toward mixed-protein and plant-based
QUARTERLY | Q3
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