As Veganuary celebrates a record-breaking 2026 campaign - with around 30 million people worldwide estimated to have taken part - hospitality operators are continuing to respond to evolving consumer demand for plant-based options.
Consumers are increasingly seeking vegetable-led plates that feel vibrant and authentic, often preferring these over meat-mimic substitutions. This shift aligns with broader trends around provenance, seasonality and whole-food nutrition.
Quenelles says product innovation within the vegan category remains strong. Brands are continuing to expand dairy-free ranges, including plant-based yoghurts, cheeses, butters and cream alternatives.
There has also been significant growth in oat, almond and pea-based milks, egg alternatives for baking and brunch menus, and premium plant-based desserts - giving operators greater flexibility and creativity in menu design.
Paul Wright, managing director at Quenelles, said: “Benchmarking provides fascinating insight into how buying trends are evolving across the hospitality sector. Veganuary is a clear example of how a cultural movement can influence procurement patterns - but the data shows that the impact is more sophisticated than a simple January uplift.
“What we’re seeing is a maturing market. Operators are refining their plant-based offer, moving towards naturally vegan, vegetable-led dishes while still embracing innovation in dairy-free and alternative products. By analysing spend data over multiple years, we can see how wider consumer trends are shaping real purchasing decisions across the industry.”