Plant power

The month-long Veganuary challenge has become something of a global phenomenon with around 25million participants in 2024 – the biggest to date.

Many consumers choose to take part and follow a plant-based diet for the month of January as a way of ‘dipping their toe in the water’ to try a new lifestyle, be that for health or ethical reasons – or both.

And many go on to adopt this new way of life. A survey of Veganuary 2024 participants six months on from taking part in the challenge found:

• 27% are still eating a fully vegan diet
• 37% are eating at least 75% less meat and other animal products than pre-Veganuary
• 17% are eating at least 50% less meat and other animal products than pre-Veganuary
• 95% of those who are not fully vegan said they’re likely to try a vegan diet again in the future

Choice words

Providing plenty of plant-based options on your menu is key, not just throughout Veganuary but all year round.

There are an estimated 2.5 million vegans in the UK, which is 4.7% of the adult population. Astonishingly, the number of vegans in the UK rose by an estimated 1.1 million between 2023 and 2024, so it’s a lifestyle choice that’s showing no signs of waning, and catering well for this demographic is imperative.

It’s also important to note that a growing section of the population are choosing to follow a flexitarian diet, opting to eat one or more plant-based meals a week. Equally, the nation’s 3.4 million vegetarians may also choose vegan dishes.

Room for improvement

Data from surveyed Veganuary 2024 participants revealed 30% of participants found dining out the biggest challenge, with plant-based dessert options being a particular barrier.

• 64% said high-street chain restaurants do not offer a variety of plant-based desserts
• 56% said high-street chain restaurants do not offer a variety of plant-based starters
• 57% said high-street chain restaurants do not offer a variety of plant-based mains

Taste was the number one motivator cited for choosing a plant-based option, followed by price and then health credentials. Cheese was the product consumers missed the most, followed by eggs and seafood.

Store cupboard essentials

Creating appealing vegan dishes can seem daunting, but there are lots of fantastic products available to make the process easy, says Samantha Rain, Head of Innovation and Training at leading ingredients supplier Henley Bridge.

“Consumers expect exciting vegan dishes to be on the menu, and they are often also enjoyed by people who aren’t following a plant-based diet too, so it’s worth investing time and effort into creating them,” she advises. “It’s important to arm yourself with a few key vegan ingredients – for me, these include great quality vegan milk and white chocolates, such as Belcolade or Chocolat Madagascar, and Sosa’s vegan mousse gelatin powder is a must. In fact, the Sosa range is a brilliant toolbox for vegan cookery, and includes emulsifiers, thickening and gelling agents, that allow chefs to replicate culinary processes in a plant-based way.”

The case for vegan

Making pastry is time-consuming and requires a certain level of skill, so ready-to-fill vegan pastry cases, such as those from Pidy, free up time to concentrate on the all-important fillings.  

They’re available in a range of shapes, sizes and flavour profiles, including four eye-catching canape cups in beetroot, carrot, spinach and grilled onion flavour varieties.

Stock up

To achieve dishes with a meaty flavour but which are completely vegan, Essential Cuisine has created three vegan halal stock powders in chicken, beef and lamb varieties.

Says Samantha: “These work particularly well in venues where both meat and vegan dishes, such as carveries, are being served. Instead of making separate vegan and meat gravies, simply make one vegan one and all of your customers will be happy.”

Chill out

Vegan ice cream is another menu must-have, continues Samantha. “Rubicone and Irca both offer vegan ice cream base mixes, which can then be flavoured with vegan flavour pastes, and it’s genuinely hard to tell the difference between vegan and non-vegan varieties.

“With this in mind, I think a lot of chefs are offering plant-based desserts across the board because they appeal to vegan and non-vegan customers alike, and reduce the need to make two separate versions.”