Restaurants: Price tops protein content when choosing plant-forward menu items
- InsightTrendsWorld
- Jun 7
- 13 min read
Why it is the topic trending:
Growing Consumer Interest in Reducing Red Meat Intake:
Approximately 25% of consumers report limiting their consumption of red meat, indicating a significant shift in dietary preferences. This reduction is influenced by both health concerns and budgetary considerations.
Affordability as a Key Motivator for Plant-Forward Options:
A key finding of the report is that price is a far more powerful driver than protein content when consumers are deciding between animal and plant-forward menu items. This highlights the importance of cost-effectiveness in encouraging the adoption of plant-based dishes.
Consumer Hesitation and Openness Towards Plant-Based Meals:
While Millennials and Gen Z express the most reservations about ordering plant-based foods in restaurants, they are also the most open to being convinced. Factors like appealing flavor, reasonable price, and attractive presentation can significantly influence their choices.
Distrust of Processed Plant-Based Meat Alternatives:
Consumers overwhelmingly prefer whole foods like nuts, legumes, and grains as plant-based protein sources over processed meat alternatives. This reflects a growing skepticism towards highly processed options in the plant-based category.
Overview:
Price Dominates Protein: When choosing plant-forward options, price is a bigger factor than protein content.
Meat Reduction: About 25% of consumers are eating less red meat, citing health and cost.
Younger Consumers are Key: Millennials and Gen Z are hesitant but can be won over by taste, price, and appearance.
Whole Foods Preferred: Consumers trust whole plant foods over processed meat alternatives.
Mixed Dishes Appeal: Dishes with both animal and plant protein are seen as unique and become more attractive with price details.
Detailed findings:
Significant Portion of Consumers Limiting Red Meat:
Nearly 25% of consumers surveyed indicated that they are actively limiting their intake of red meat.
Price Outweighs Protein Content in Decision-Making:
The report's menu concept tests demonstrated that price is a considerably more influential factor than protein content when consumers are selecting between dishes with varying protein sources (all animal, mixed, or all plant).
Boomers, Women, and Lower- to Middle-Income Diners Lead Meat Reduction:
The demographic groups most likely to reduce their meat consumption are Boomers, women, and individuals with lower to middle incomes, suggesting the importance of both health and cost considerations.
Millennials and Gen Z Hesitant but Persuadable:
While Millennials and Gen Z express the most initial reluctance towards ordering plant-based foods in restaurants, they are also the most open to being convinced by factors like flavor, price, and presentation.
Preference for Whole Food Plant Proteins:
Consumers across all demographics show a strong preference for whole food sources of plant-based protein, such as nuts, legumes, and grains, over processed plant-based meat alternatives.
Mixed-Protein Dishes Perceived as Unique:
Menu items that combined both animal and plant-based proteins were consistently rated as the most unique by consumers.
Affordability Encourages Plant-Forward Choices:
One in five consumers stated they would be more likely to try plant-forward dishes if they were cheaper or offered at a discounted rate compared to animal-based options.
Combo Meals Enhance Appeal of Plant-Forward Options:
Nearly a quarter of consumers would be more inclined to try a plant-forward dish if it was offered as part of a combo or meal deal.
Taste and Satiety Concerns Among Younger Consumers:
Approximately a third of Gen Z and Millennial customers are concerned about taste satisfaction and feeling hungry shortly after consuming a plant-forward meal at a restaurant.
Familiar Ingredients Increase Confidence:
Twenty-five percent of consumers reported feeling more secure ordering plant-forward dishes if they contained simple, familiar ingredients and provided clear nutrition information, including protein and sugar content.
Key success factors of product (trend):
Competitive Pricing: Offering plant-forward dishes at prices comparable to or lower than their animal-based counterparts is crucial for attracting consumers.
Delicious Flavor and Satisfying Portions: Ensuring that plant-forward options are flavorful and provide a sense of satiety is essential for overcoming consumer reservations, especially among younger demographics.
Clear Communication of Value: Highlighting the affordability, health benefits (where applicable), and overall value proposition of plant-forward dishes.
Familiar Ingredients and Transparency: Using recognizable ingredients and providing clear nutritional information can build consumer trust and encourage trial.
Creative and Appealing Presentation: Making plant-forward dishes visually appealing can help to overcome negative perceptions and attract more orders.
Key Takeaway:
Price is the paramount factor influencing consumers' decisions to choose plant-forward menu items over animal-based options. While concerns about taste and satiety exist, particularly among younger diners, affordability is the primary driver for broader adoption. To successfully capitalize on the growing interest in plant-forward eating, foodservice operators need to prioritize competitive pricing strategies, offer flavorful and satisfying dishes, and clearly communicate the value of these options to consumers.
Main trend:
The main trend is price-driven adoption of plant-forward menu items over purely animal-based dishes.
Description of the trend (please name it):
The trend is "The Price-Sensitive Plant Shift." This describes the increasing willingness of consumers to choose plant-forward options on menus when they are priced competitively with or lower than comparable animal-based dishes, often outweighing considerations of protein content alone.
What is consumer motivation:
Saving Money: The primary motivation is to choose plant-forward options when they perceive them as more affordable or offering better value for their money.
Health Considerations: For some demographics (Boomers, women, lower-middle income), health remains a significant motivator for reducing red meat intake and exploring plant-forward alternatives.
Curiosity and Openness (Younger Consumers): While hesitant, Millennials and Gen Z are open to trying plant-forward dishes if they are appealing in terms of taste, price, and presentation.
Desire for Dietary Variety: Consumers may be motivated to try plant-forward options to add variety to their diets and explore new flavors and culinary experiences.
Growing Awareness of Health Benefits: Increased awareness of the potential health benefits associated with plant-based diets can motivate some consumers.
Experimentation with Food Trends: Following broader food trends and a general interest in trying new and different types of cuisine can also play a role.
What is driving trend:
Rising Cost of Animal Proteins: The increasing cost of meat and seafood makes plant-forward options appear more attractive from a budgetary perspective.
Increased Awareness of Plant-Forward Options: More restaurants and foodservice providers are incorporating plant-forward dishes into their menus, increasing consumer awareness and availability.
Growing Acceptance of Plant-Based Ingredients: As plant-based ingredients become more mainstream and culinary techniques for preparing them improve, consumers are becoming more open to trying these dishes.
Culinary Innovation in Plant-Based Cooking: Chefs and food developers are creating more delicious and appealing plant-forward dishes, overcoming past perceptions of bland or uninspired options.
Restaurant and Foodservice Promotion: Active promotion and highlighting of plant-forward options by restaurants can drive consumer trial and adoption.
Influence of Social Media and Food Culture: Social media trends and the increasing visibility of plant-based eating in popular culture can also influence consumer choices.
What is motivation beyond the trend:
Environmental Concerns (Implicit): While not explicitly stated as the top driver in this report, an underlying motivation for some consumers exploring plant-forward options could be a concern for the environmental impact of animal agriculture.
Ethical Considerations (Implicit): Similar to environmental concerns, ethical considerations related to animal welfare might also play a role for some consumers.
Seeking Novelty and Culinary Experiences: Some consumers may be motivated to try plant-forward options simply to experience new tastes and cuisines.
Following Dietary Recommendations: Health professionals and dietary guidelines increasingly recommend incorporating more plant-based foods, which may influence some consumers.
Interest in Specific Dietary Lifestyles: The growing popularity of vegetarian, vegan, and flexitarian lifestyles contributes to an increased interest in plant-forward menu items.
Description of consumers article is referring to:
The article highlights a broad spectrum of American consumers who are increasingly considering plant-forward menu options when dining out. While they appreciate value and affordability above all, their motivations are diverse, including health, curiosity, and a growing openness to alternatives to red meat. Younger generations, while initially hesitant, are particularly open to being swayed by appealing taste and presentation, while older demographics and those with lower to middle incomes are more readily drawn to plant-forward choices by their cost-effectiveness.
Who are them: A diverse group of individuals with varying dietary habits and levels of engagement with plant-based eating. This includes those actively limiting red meat, those curious about plant-forward options, and those primarily focused on price and value.
What kind of products they like: They are interested in a variety of menu items that feature plant-based proteins and vegetables, ranging from fully plant-based dishes to mixed-protein options. Whole food plant proteins like nuts, legumes, and grains are particularly trusted.
What is their age?: The article specifically highlights the preferences of Boomers, women, and lower-middle income diners in reducing red meat, as well as the hesitations and openness of Millennials and Gen Z towards plant-based options. This indicates that the trend involves consumers across different age groups.
What is their gender?: Women are identified as being more likely to cut back on meat, suggesting gender plays a role in this dietary shift.
What is their income?: Lower- and middle-income diners are particularly motivated by price when considering plant-forward options.
What is their lifestyle: This includes individuals who dine out at restaurants and are making choices based on factors like health, budget, taste, and convenience.
What are their category article is referring shopping preferences: They are making decisions when ordering from restaurant menus, considering factors like price, protein content (though less influential), taste, and presentation. They are also influenced by combo meal offerings and familiarity with ingredients.
Are they low, occasional or frequent category shoppers: This refers to individuals who are at least occasional restaurant diners, as the context is about menu choices in foodservice establishments.
What are their general shopping preferences-how they shop products, shopping motivations: In this context, their "shopping" preference relates to how they choose menu items. Their primary motivation for choosing plant-forward options, as highlighted by the article, is affordability. They also seek satisfying and tasty meals and appreciate transparency regarding ingredients and nutrition.
Conclusions:
The 2025 Plant-Forward Opportunity Report concludes that while consumers are increasingly open to plant-forward eating, price is the dominant factor influencing their menu choices. Foodservice operators who prioritize competitive pricing and offer flavorful, satisfying plant-based options, especially as part of value-driven combo meals, will be most successful in attracting consumers. Building trust through familiar ingredients and clear nutrition information, while addressing taste and satiety concerns, particularly among younger diners, will further drive the adoption of plant-forward dishes.
Implications for brands:
Focus on Cost-Effective Plant-Based Ingredients: Brands supplying the foodservice industry should innovate to provide affordable and high-quality plant-based ingredients.
Support Restaurants with Menu Development: Offer guidance and recipes to help restaurants create delicious and cost-effective plant-forward menu items.
Highlight Value and Affordability in Marketing: When marketing plant-based ingredients or products to foodservice, emphasize the potential for creating affordable and appealing menu options.
Implication for society:
Increased Accessibility of Plant-Forward Eating: If price becomes less of a barrier, more people from various socioeconomic backgrounds will have greater access to plant-forward meals.
Potential for Healthier Diets: Increased consumption of plant-based foods can contribute to healthier dietary patterns in the population.
Support for More Sustainable Food Systems: A shift towards plant-forward eating can have positive implications for the environment by reducing reliance on animal agriculture.
Implications for consumers:
More Affordable Plant-Based Options: Consumers can expect to see more competitively priced plant-forward dishes on restaurant menus.
Greater Variety of Choices: The focus on taste and appeal may lead to a wider and more innovative range of plant-forward menu items.
Potential for Better Value through Combo Meals: Restaurants may increasingly offer plant-forward dishes as part of combo deals, providing a more complete and cost-effective meal experience.
Implication for Future:
Plant-Forward Will Become More Mainstream: As price barriers decrease and culinary innovation in plant-based cooking continues, plant-forward options are likely to become an increasingly standard part of restaurant menus.
Continued Evolution of Meat Alternatives: While whole foods are currently preferred, there may still be future innovations in processed plant-based meat alternatives that address consumer concerns about taste and texture while remaining affordable.
Greater Integration of Mixed-Protein Dishes: The concept of mixed-protein dishes may become more prevalent as a way to bridge the gap between traditional animal-based meals and fully plant-based options, offering a unique and potentially more affordable choice.
Consumer Trend (name, detailed description):
The Pragmatic Plant-Forward Consumer: This trend describes consumers who are open to incorporating more plant-based foods into their diets, especially when dining out, but whose primary decision-making factor is price. They are looking for affordable and satisfying options that provide good value.
Consumer Sub Trend (name, detailed description):
The Combo Craver: This sub-trend highlights the appeal of plant-forward dishes when offered as part of a combo meal or meal deal, as this provides a sense of completeness and value for money, encouraging consumers to try these options.
Big Social Trend (name, detailed description):
The Affordability Imperative: In the current economic climate, affordability is a major driving force in consumer purchasing decisions across various categories, including food and dining out. Consumers are increasingly seeking cost-effective solutions.
Worldwide Social Trend (name, detailed description):
Flexitarianism on the Rise: Globally, there is a growing trend towards flexitarianism, where individuals are reducing their consumption of meat without completely eliminating it. This creates a larger market for plant-forward and mixed-protein options.
Social Drive (name, detailed description):
Value Optimization: Consumers are increasingly driven by the desire to optimize the value they receive for their money, especially when it comes to non-essential spending like dining out. Price becomes a key component of this value assessment.
Learnings for brands to use in 2025:
Focus on Affordable Plant-Based Solutions: Develop and promote plant-based ingredients and products that can be used to create cost-effective menu items.
Emphasize Taste and Satisfaction: Ensure that plant-based offerings are not only affordable but also deliver on taste and provide a satisfying meal experience to overcome consumer hesitations.
Highlight Versatility in Menu Applications: Showcase how plant-based ingredients can be incorporated into a variety of familiar and appealing dishes.
Support Foodservice with Value-Focused Recipes: Provide restaurants and foodservice operators with recipes and menu ideas that demonstrate how to create delicious and affordable plant-forward options.
Strategy Recommendations for brands to follow in 2025:
Offer Price-Competitive Plant-Based Alternatives: Ensure that plant-based product offerings can enable foodservice providers to price their plant-forward dishes competitively with animal-based options.
Invest in Flavor Innovation: Continue to invest in research and development to improve the taste and texture of plant-based ingredients and products.
Develop Combo Meal Solutions: Offer product bundles or recipe suggestions that facilitate the creation of appealing and cost-effective plant-forward combo meals.
Collaborate with Foodservice on Promotions: Partner with restaurants and foodservice operators to promote plant-forward options through discounts, combo deals, and other value-driven offers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.
In 2025, the dominant trend of price-sensitive plant-forward adoption necessitates that brands and foodservice operators prioritize affordability and value in their plant-based menu offerings to effectively capture the growing consumer interest by providing competitively priced, tasty, and satisfying alternatives.
Final Note:
Core Trend: Price-Driven Plant-Forward Adoption: Consumers are increasingly choosing plant-forward menu items primarily based on affordability, often more so than protein content.
Core Strategy: Prioritize Affordability and Value: Brands and foodservice operators must strategically focus on offering plant-forward options that are competitively priced and provide good value to attract consumers.
Core Industry Trend: Rising Demand for Affordable Plant-Based Options: The foodservice industry is experiencing a growing demand for plant-based menu items that are accessible and appealing to a broad range of consumers seeking value.
Core Consumer Motivation: Budget-Conscious Dining: Consumers, particularly lower- and middle-income individuals, are significantly motivated by price when making dining decisions, leading them to favor more affordable plant-forward choices.
Final Conclusion:
The future of plant-forward dining in 2025 hinges on the ability of the foodservice industry to make these options more accessible and affordable. By understanding that price is the primary driver for many consumers, brands and restaurants can strategically develop and market plant-based dishes that meet this key demand, ultimately leading to greater adoption and a more sustainable and diverse food landscape.
Core Trend Detailed:
The core trend, Price-Driven Plant-Forward Adoption, signifies a pivotal shift in the consumer mindset towards plant-based eating when dining out. While health and environmental considerations play a role for some, the overriding factor influencing menu choices is the price point. Consumers are actively seeking affordable alternatives to animal-based dishes, and when plant-forward options meet this criterion, they are increasingly willing to make the switch. This indicates a move beyond the perception of plant-based food as a niche or premium offering, towards an expectation of value and cost-effectiveness.
Key Characteristics of the Core trend:
Price Sensitivity Dominance: Consumers prioritize affordability over other factors like protein content when choosing plant-forward meals.
Value-Seeking Behavior: Diners are looking for menu options that provide a good balance of price, taste, and satisfaction.
Willingness to Try Plant-Based if Affordable: Even consumers initially hesitant about plant-forward options are more likely to try them if they are priced competitively.
Importance of Combo Meals: The perceived value of plant-forward dishes is enhanced when offered as part of a combo meal or deal.
Market and Cultural Signals Supporting the Trend:
Report Findings: The 2025 Plant-Forward Opportunity Report explicitly states that price is the most powerful driver of decision-making.
Consumer Surveys: Data from Datassential's Omnibus platform confirms the price sensitivity of consumers regarding plant-forward options.
Economic Conditions: Current economic pressures and inflation are likely contributing to consumers' increased focus on affordability.
Growth of Value-Oriented Restaurants: The success of restaurant chains that emphasize value and affordability aligns with this trend.
How the Trend Is Changing Consumer Behavior:
Increased Selection of Plant-Forward Options: Consumers are more likely to choose plant-forward dishes when they are priced attractively compared to animal-based alternatives.
Greater Openness to Experimentation: The lower the perceived financial risk (due to competitive pricing), the more willing consumers are to try new plant-based menu items.
Demand for Value-Driven Meals: Consumers are actively seeking combo meals and deals that incorporate plant-forward options, signaling a desire for a complete and affordable dining experience.
Implications Across the Ecosystem:
For Brands and CPGs: Brands need to focus on developing plant-based ingredients and products that are cost-effective for foodservice operators to use.
For Retailers: While the article focuses on foodservice, retailers should also note the importance of competitive pricing for their plant-based offerings in grocery stores.
For Consumers: Consumers will likely see a greater variety of affordable plant-forward options on restaurant menus, making it easier to incorporate more plant-based meals into their diet without breaking the bank.
Strategic Forecast:
The focus on price as the primary driver for plant-forward adoption is likely to continue in the near future, especially if economic conditions remain challenging.
Foodservice operators who can successfully offer delicious and affordable plant-forward dishes will gain a competitive advantage.
We may see more creative menu engineering to offer plant-forward options at attractive price points, such as utilizing seasonal vegetables or highlighting the value of whole grains and legumes.
Areas of innovation (based on discovered trend):
Menu Engineering for Affordability: Restaurants can innovate in menu design to create plant-forward dishes with lower ingredient costs while still ensuring flavor and satisfaction.
Value-Focused Promotions: Foodservice providers can develop creative promotions and combo deals that make plant-forward options more appealing from a price perspective.
Ingredient Sourcing and Cost Optimization: Brands and restaurants can explore more cost-effective sourcing and utilization of plant-based ingredients.
Simplified Plant-Forward Recipes: Developing recipes that use fewer and less expensive ingredients can help lower the cost of plant-forward menu items.
Final Thought:
The key to unlocking the widespread adoption of plant-forward eating in the foodservice sector lies in recognizing and responding to the consumer's primary motivation: price. By making plant-based options more affordable and demonstrating their value, the industry can cater to a broader audience and further propel the shift towards more sustainable and health-conscious dining habits.
Comments