60% of American restaurant operators see "plant-based" as a long-term trend

With one in three U.S. consumers saying they like/enjoy plant-based foods and restaurateurs are increasingly likely to add plant-based options to their menus, price and taste remain key considerations for diners.

During a January webinar titled "The State of Plant-Based Foods in Food Service," the Plant-Based Foods Association (PBFA), a US trade association representing leading plant-based brands, shared some data about U.S. restaurants, as well as plant-based meat and plant-based dairy products and their plans for 2023.

The PBFA report was produced in partnership with MenuTrends Datassential, a US restaurant industry menu database, to gather data from a nationally representative sample of 4,800 US chain and independent restaurants. The report contains some key data and insights.

Nearly two-thirds of fast-casual restaurants plan to offer plant-based menu items by 2023.

Almost half (48.4%) of restaurants currently offer plant-based meals. Cutting edge restaurants are the most likely to offer plant-based options (64.7%), fine dining restaurants are the least likely (31.6%), and chain restaurants account for 41.8%. Since 2012, there has been a 62% increase in plant-based menu penetration across all operators.

"Plant-based" is growing as a diet and menu highlight.

In terms of menu descriptions and dietary terms, "plant-based" as a keyword grew 20% in restaurants across the U.S., while "vegetarian" and "vegan" each increased only over the past year. 7% and 11%. "Dairy-free" also rose 20%. Plus, “vegan” has grown 98% over the past 4 years. 

One-third of U.S. consumers prefer plant-based foods.

According to the survey, 28 percent of the U.S. population favors plant-based foods, with younger consumers (Gen X and Millennials), Asian and Black ethnicity, and fast-casual restaurant consumers particularly likely to support these products.

Price and taste are still the most concerned issues for consumers who love plant-based meat.

When surveyed about their concerns about eating less meat and more plant-based and plant-based foods in restaurants, 40% of consumers said they were concerned about the taste of plant-based meat, while 30% were concerned that it would be too expensive. Not getting enough protein (27%) and plant-based foods being overly processed (18%) came down the list. 


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