Give the people what they want! A new study by Datassential indicates that consumers are looking for more plant-based options when dining out and restaurants are failing to meet that demand.





Thirty-six percent of Americans are now interested in reducing their meat and dairy consumption, and according to 2015’s new dietary guidelines, “Americans should eat fewer overall calories, more plant-based foods, and less sugar and saturated fat.” Food Business News reported that sales of natural, organic, and better-for-you products in the United States are forecasted to grow 64 percent from $153 billion in 2013 to $252 billion by 2019.





What more motivation do restaurants need? Retailers have taken the hint and have been quick to respond. Restaurants are going to need to start meeting the demand or find themselves falling behind.





Restaurants will also need to listen to what consumers are asking for on their plates when introducing new plant-based menu items. The Datassential study shows that “83 percent of consumers surveyed are seeking whole grains, while only 47 percent of operators are offering them as ingredients; 82 percent are seeking nuts, while only 44 percent of operators are offering them; and 80 percent are seeking legumes, while only 54 percent of operators are offering them.”





Animals face brutal conditions on factory farms, and when restaurants and consumers work together to shift their focus to vegan dining, we can take one step closer to a cruelty-free world.



