3 in 5 rely on restaurants to discover plant-based food offerings

A new study reveals that 32.2% of Australians are decreasing their meat consumption.

Almost three in five or 58.6% of Australians rely on restaurants and stores to discover plant-based food offerings, a study published by Griffith University revealed.

The study explores consumers’ views on plant-based foods and identifies the main factors that support or inhibit them from eating plant-based meals at home or when dining out.

In the report, 32.2% of Australians surveyed have reduced their meat consumption over the last 12 months. Amongst those, the majority indicated that they aspire to follow plant-forward diets. This classification includes participants who aspire to have some plant-based meals in an omnivorous diet, those who are interested in following a mostly plant-based diet, and those who aspire to follow a completely plant-based diet. Of the remaining participants, 14.3% are interested in trying new products and/or enjoying variety in their diet.

When eating out, participants indicated that they chose a venue that offered specific dishes that they liked. The price of menu items, the atmosphere of the venue, and a convenient location also emerged as important factors when choosing where to eat. Additionally, some participants stated that the variety of plant-based dishes on the menu also influenced their decision.

When asked about the barriers to choosing plant-based meals when dining out, the primary reason given by participants was limited availability (“There is a limited availability or variety of options in the menu”). This is followed by the customers’ capability to find suitable options (“Appealing plant-based dishes are difficult to identify on the menu”), and cost considerations.

Trying something new

The study also revealed what often influenced consumers to try new plant-based food.

51.5% of Australians said that the availability of the product is a key factor whilst 48.1% look at the price. 

When asked what influences them to consume a new product on a regular basis,  61.7% said that taste is more important whilst 52.7% prefer the food’s nutritional value.

“This shows that when new products are made available through stores and restaurants, taste and nutritional composition are essential considerations to ensure repeat consumer purchases,” the report said.