What do vegans want to eat?

What speciality shoppers want from retail changes on a regular basis. The foodie community, influenced by fast-paced social media trends, are always looking to the next, most delicious new ‘it’ ingredient or product.

Something that isn’t going anywhere fast, though, is their growing attraction to plant-based and natural foods. Anecdotally, heavily ultra-processed foods are in the consumer firing line as they seek out better alternatives in a bid to increase their intake of fibre, protein and essential vitamins and minerals, paying greater attention to anything that might contribute to a healthier gut.

As a retailer, putting focus on high quality plant-based products (and not just in Veganuary) could broaden your appeal within the local vegan and vegetarian community, as well as your regular customer base, who may be making changes to their diets in response to the ongoing ‘noise’ around the gut microbiome and ‘eating 30 plants a week’.

Try increasing your stocks of dried, jarred and tinned pulses and beans (proving a real hit with shoppers right now), consider the quality of your fruit and vegetable offering, and take the time to more thoughtfully and creatively promote ambient, naturally plant-based ingredients already on your shelves, from tins of sun-ripened Italian tomatoes, to grilled artichokes in extra virgin olive oil, grains, seeds, nuts and dried fruit.

Here are suggestions from the vegan community.

Steve and Dave Flynn, The Happy Pear

1. Put emphasis on whole, minimally processed foods: “A study from Oxford University highlights that unprocessed legumes like peas, beans and soybeans have a lower environmental impact compared to processed alternatives such as almond milk and veggie burgers. Tempeh, in particular, is noted.”

2. Choose fermented and fungi-based products: “These are set to dominate the vegan market. Companies are exploring mycelium-based meats and fermented plant proteins to create products that closely mimic the texture and flavour of traditional meats, catering to consumers seeking nutritious alternatives.”

3. Transparency matters: “Consumers are increasingly prioritising transparency in ingredient sourcing and ethical production practices. Brands that provide clear information about their supply chains and commit to ethical standards are likely to gain consumer trust and loyalty.”

4. Sustainable packaging: “Beyond product ingredients, there’s a growing emphasis on sustainability in packaging. Brands are adopting compostable materials and reducing packaging waste to align with environmentally conscious consumer values.”

5. Gen Z habits: “Generation Z is leading a generational shift towards plant-based eating, driven by concerns about climate change, sustainability and animal welfare. This demographic is more inclined to incorporate plant-based options into their diets, influencing market trends.”

6. Health-boosting ingredients: “There’s a growing interest in functional foods that offer health benefits beyond basic nutrition. Ingredients like supergrains and medicinal mushrooms are being incorporated into vegan products to enhance their nutritional profiles and appeal to health-conscious consumers.”

7. Swicy foods: “The ‘swicy’ trend, combining sweet and spicy elements, is gaining popularity. This fusion caters to consumers’ desire for bold and complex flavours, leading to the creation of products that balance heat with sweetness.”

Florence Archery, Yoga Retreats & More

8. More emphasis on vegetables: “I believe that vegan food needs to be veg heavy. We need to move away from processed food and fake meats. I have nothing against fake meats, however I think they give a bad impression of vegan food. They’re also not healthy if consumed too often, and they’re expensive, so not sustainable for a family on a budget. Veganism is nothing new. Before processed food we would manage perfectly well on natural ingredients.”

9. Help your cafe customers to ‘eat the rainbow’: “We do this on my retreats, using up to 10 different vegetables per day. It’s important to me to show people the variety of dishes possible. I also concentrate on less loved vegetables such as beetroot, parsnips, or Brussels sprouts. I have never had anyone say they miss meat – in fact, I’ve had a few people say they will reduce their meat consumption once they get home.”

10. Healthier convenience: “I would like to see more Middle Eastern and healthy dips available. We all know about hummus, but there are so many other options and we need more dips that really celebrate vegetables – baba ghanoush, artichoke dip, muhammara, mushroom pate, broad bean pate, tzatziki made with non-dairy yoghurt. They’re great with crudites, boiled potatoes, crackers and bread.”

Jane Thurnell-Read, Veganuary trustee and author

11. A focus on world flavours: “Let’s have more healthy options based on international cuisine. Many cultures have great accidentally vegan dishes. I’d like to see more of that, and just more experimenting with real ingredients and great flavours. There was a time when vegans were simply grateful to have any choices at all, but expectations have grown. We now look for variety and innovation.”

12. Something a bit different: “I’d love to walk into a shop and find vegan carrot lox, aubergine bacon slices, Alexis Gautier’s vegan foie gras, or locally made mushroom and walnut pate.”

13. A focus on artisan vegan cheese: “While most supermarkets carry a decent selection of vegan cheeses, it’s still a challenge to find exceptional ones!”

14. Knowledge: “Offering vegan products is not just about what’s on the shelves – it’s about the knowledge behind the counter too. Too often staff don’t realise that not all bread is vegan, for instance. Better training and awareness would make a big difference in creating a truly inclusive shopping experience.”