Food fads are nothing new, with UK hospitality businesses routinely facing the choice between focusing on the ‘next big thing’ or retaining a more traditional offering.
Over the past decade, we’ve seen brunch culture gain in popularity, alongside the rise of tapas-style small plates and street food offerings like bao buns and tacos. But perhaps none of those trends has taken hold like plant-based eating – with more meat-free options being served up in Britain’s pubs, hotels and restaurants than ever before.
Has the trend finally peaked?
Unlike the aforementioned tacos and tapas, we often see food trends taking hold in eateries first before keen amateur chefs begin trying them out at home. However, tracking plant-based eating over the past decade or so tells almost the reverse story.
The launch of Veganuary in 2014 saw people challenged to avoid eating meat for the first month of the year – with around 3,000 people officially signing up to the very first challenge. By a decade later, the campaign had spread around the globe and YouGov reported 25 million participants – with longer-term dietary changes being adopted by many of those. A survey conducted six months after Veganuary 2024 found 81% had cut down their meat and animal product consumption by at least half, with 27% still eating a fully vegan diet.
Its success, and the rise of interest in plant-based eating influenced by concerns such as health and sustainability, saw the entire food industry taking notice – resulting in menus and supermarket shelves suddenly brimming with vegan and vegetarian options.
And thus the cycle continued: more options meant more interest in meat-free eating, to the point where Finder’s research found around 3.5 million adults were planning to follow a vegan diet and a further 5.2 million a vegetarian diet in 2026. This represents a significant increase over the past two decades, with only 150,000 reported vegans in 2006 and just over half a million in 2016, according to The Telegraph.
Even among those who have not taken the leap into a full-time meat-free diet, we have seen increased interest in animal product alternatives, with Good Food Institute Europe research finding 38% of UK adults were intending to eat more plant-based foods. Whether we will become a nation of vegans in time remains to be seen – but there is certainly strong evidence suggesting the trend has not yet abated.
What’s on your plate?
The majority of smart hospitality businesses will have already considered catering for vegan and vegetarian eaters, extending their options to give those adopting these diets far more choice than they have ever had when eating out in the past.
But what is clear is that, as well as those strictly avoiding meat and animal products at all times, there is a real interest in trying plant-based meals even for those who are not strictly vegan or vegetarian – with those who fluctuate between eating habits sometimes referred to as flexitarians.
For those looking to adopt more plant-based choices on their menu to maximum effect, it is not only about considering how many people might opt for a meat-free meal, but also their priorities and expectations when doing so.
The UK Smart Protein consumer report found almost half of respondents were looking to reduce their meat and dairy consumption for health reasons, meaning attracting their interest in plant-based options involves highlighting the nutritional value of the dishes provided – and even including ingredients credibility linked to health benefits.
As for concerns around choosing plant-based alternatives, price and taste were the most commonly cited barriers – showing hospitality leaders have to get the fundamentals right to ensure any newly-introduced menu options are well received.
It is not simply enough to offer a meat-free option, it has to be perceived as value for money (and with meat often being the most highly-priced ingredient within a recipe, consumers may well have the expectation of paying less for a vegetarian or vegan alternative), and the proof really is in the eating when it comes to long-lasting success.
Familiar dishes which have been adapted often land well with consumers – we only have to look at the popularity of plant-based burgers to evidence this – and there is also a great opportunity for eateries to combine plant-based popularity with other key trends.
In fact, ProVeg International reports 53% of flexitarians want to try the latest food trends, especially when it comes to global influences which have crept on to UK menus. Dishes like tacos, noodle bowls and stir-fries give plenty of options to menu curators to offer something for everyone, from meat based to completely vegan options depending on how a meal is customised.
Chefs have the opportunity to work with suppliers such as Vegetarian Express to leverage bold, internationally-inspired flavours like Japanese yuzu, Korean gochujang and Furikake seaweed seasoning to make plant-based dishes indulgent. These enticing options may also bring in larger parties, as we know that choice of eatery is often driven by just one or two plant-based eaters within a group.
Tap into the trend
A token vegetarian option at the end of a long list of meat-filled dishes is no longer an option for hospitality businesses who want to show they’re in tune with market demand. The rise in diners who are open to trying a plant-based meal, alongside the growing number of full-time vegans and vegetarians, means real thought must be put into engineering menus which appeal to everyone regardless of their dietary choices – or even their preference on that day.
Quick service restaurants saw vegan orders increase by 56% and vegetarian by 64% in 2024, reports Vita Mojo – contributing to the £320 million estimated worth of the UK plant-based food market by last year, which IMARC Group expects to almost triple before 2034. Hospitality businesses would be remiss, therefore, not to tap into this market – and must do it in a way which feels authentic and inclusive, rather than simply adding one or two bland or pricey meals to their offering.
By incorporating customisation (build your own burger, taco, burrito bowl and so own), focusing on tasty and affordable plant-based options, and making sure there is something for everyone on the menu, hospitality leaders have a real chance to tap into the trend.
Conclusion
The ‘fad’ has lasted a fair few years so far, and by continuing to innovate exciting, colourful dishes which present a real alternative to anyone browsing their menus, eateries can help migrate the trend into a new ‘normal’ for UK diners.
Whether vegan, vegetarian, flexitarian, or someone who suddenly feels like trying a meat-free meal for the first time, there should be a range of enticing options on every menu – and that in itself will ensure plant-based eating isn’t just a fad, it’s here to stay.