Demand for vegetarian dining continues to grow

Nation's Restaurant News,  June 25, 2007  by Amy Joy Lanou

• E-mail
• Print
• Link

What will be the hottest food fad of 2007? Trend spotting is a tricky business, but one thing seems clear: Given America's growing inclination toward meatless food choices, vegetarian meals are likely to be "in" this year. Healthy changes in the American diet have already influenced niche food markets and grocery store shelves, and those changes also are shaping the future of restaurant dining.

The demand for vegetarian meals is growing. More than 1,000 members of the American Culinary Federation participated in a "What's Hot and What's Not" Internet survey and were asked to rank various food-related items as "hot," "passe" or "perennial favorite." Meatless meals were high on the hot list. In fact, meatless and vegetarian entrees received a "hot" vote from 59 percent of the members. That's probably because chefs are taking note of special dietary requests. And given the number of vegetarian restaurants popping up across America, this is a trend in dining that restaurateurs can depend on.

What's driving the demand? As a nutritionist, I think there are two key factors: Millions of Americans now suffer from obesity and other diet-related health problems, including heart disease, cancer and type 2 diabetes. Meanwhile, a growing body of scientific research demonstrates that low-fat meatless meals can help reduce the risk of these problems, and that knowledge is trickling down to consumers.

One in four Americans is looking to eat less meat, according to a random survey of 1,000 people conducted by Opinion Research in 2005. And 44 percent of people say they eat vegetarian foods as part of a diet that includes meat because they know that even an occasional meatless meal is healthy. Perhaps the most notable statistic is that 14 percent of Americans call themselves "flexitarians." This is a growing group of consumers who eat mostly vegetarian but occasionally eat meat.

For restaurant owners, the labels don't matter much. Regardless of what customers call themselves, more of them want beans--not chicken or beef-- in their burritos. Replace the sour cream and cheese with salsa and guacamole, and you've got a fiber rich meal that won't pack on the pounds. Between 30 percent and 50 percent of U.S. adults now eat two to three meatless meals per week, according to the Vegetarian Resource Group.

The durability of this dietary and lifestyle trend is clearly reflected in the booming vegetarian food market. According to the Mintel Group, this market has grown from $646 million in 1998 to $1.6 billion in 2003. These products are no longer found only in natural food stores. Every major commercial grocery store chain across America carries healthful, meatless items.

How can restaurants take advantage of this trend? They can start by offering meatless versions of their most popular dishes. For example, chili con carne can easily be made vegetarian by replacing the beef with hearty beans and vegetables. Meat and cheese lasagna can be made with tomato sauce and vegetables, or even vegetarian burger crumbles and soy cheese. Ethnic dishes like stir-fry, curry, or rice and beans also are great choices.

As the number of vegetarian food products increases, so does the number of vegetarian food distributors. Restaurants now can order vegetarian foods from traditional food distributors and from the growing list of specialty vegetarian food distributors.

On the other hand, restaurants that do not offer at least one healthy vegetarian--preferably vegan--menu item have more at stake: loss of their health-conscious customers. Friends and associates of people looking for vegetarian fare also may steer dear, since even one person seeking a meatless meal can make or break a group's decision about where to dine.

Meatless dining may have made the "hot" list for 2007, but Americans are demonstrating with their wallets that vegetarian eating is a trend that's here to stay. As this consumer base grows, restaurants can stay ahead of the curve by adding healthful, meatless meals to their menus.

Amy Joy Lanou, Ph.D., is a senior nutrition scientist for the Physicians Committee for Responsible Medicine and an assistant professor of health and wellness for the University of North Carolina at Asheville.

This article does not necessarily reflect the opinions of the editors and management at Nation's Restaurant News.

COPYRIGHT 2007 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning