As plant-based eating moves further into the mainstream, vegan and dairy-free options are becoming an increasingly important part of a well-rounded foodservice menu.
Once associated mainly with strict dietary choices or food intolerances, plant-based products now appeal to a much broader audience. This includes flexitarians who may not follow a fully vegan diet but are actively looking to reduce their consumption of meat and dairy.
According to a Barry Callebaut trend analysis, this shift has been particularly strong among younger consumers. Research cited in the report found that 52% of Gen Z consumers were trying to reduce meat and animal-based products in their diets.
For foodservice operators, the opportunity is therefore much larger than catering to a small dietary niche. A strong plant-based option can appeal to vegan and dairy-free diners while also attracting customers who simply want greater choice.
What is driving demand?
Environmental concerns remain an important factor, with many consumers choosing plant-based foods as a way to reduce their environmental impact or support animal welfare.
Health and nutrition are also influencing purchasing decisions. Some customers avoid dairy due to allergies or lactose intolerance, while others associate plant-based eating with benefits such as reducing cholesterol or supporting their overall wellbeing.
Cost can be another consideration. Ingredients such as pulses, nuts and soy can provide affordable alternatives to animal-derived proteins, depending on the product and application.
However, plant-based choices are not always driven by what consumers want to remove from their diets. For many diners, the appeal lies in discovering new ingredients, flavours and formats. This creates an opportunity for chefs to treat plant-based menu development as a source of creativity rather than a restriction.
A growing opportunity in sweet foodservice
The plant-based movement is influencing almost every sweet category, including bakery, pastry, confectionery, ice cream, desserts and snacking.
Within these categories, two clear approaches have emerged. The first focuses on better-for-you products that highlight the natural qualities of plant ingredients. The second centres on familiar, indulgent treats that simply happen to be plant-based.
For cafés, bakeries and restaurants, the second approach can be particularly effective. Diners still expect a dessert to deliver on flavour, texture and visual appeal, regardless of its dietary credentials. A vegan chocolate tart, dairy-free mousse or plant-based ice cream should therefore be developed as a great menu item first, with its plant-based status providing an additional reason to choose it.
Making plant-based work on the menu
Operators do not necessarily need to redesign their entire offering. Introducing one considered plant-based dish can broaden the menu’s appeal and provide a useful starting point for testing customer demand.
Versatile ingredients that can be used across several applications may also help simplify purchasing, preparation and stock management. Clear menu descriptions are equally important, particularly as terms such as vegan, dairy-free, lactose-free and plant-based are not interchangeable.
The strongest plant-based products are those that offer genuine choice without compromising the experience. By focusing on taste, quality and creativity, foodservice operators can respond to changing consumer expectations while developing menu items that appeal well beyond the vegan market.
