2023快餐的未來消費者對植物性快餐食品的看法調(diào)查報告THE FUTURE OF FAST FOOD Consumer insights into plant-based menu items-普羅維植

THEFUTUREOFFASTFOOD

plant-basedmenuitems

Consumerinsightsinto

CONTENT

INTRODUCTION1

ABOUTTHESURVEY1

EXECUTIVESUMMARY2

RESULTS3

DIETARYLIFESTYLE3

,

WILLINGNESSTOPURCHASE4

RANKING:FASTFOODCHAINS6

MAINDRIVERS7

RANKING:OPTIONS8

RANKING:TASTE9

OFFERSATISFACTION10

FAVOURABILITY10

LABELLING11

CROSS-CONTACT11

WAYFORWARD12

CULTUREOFEXPLORATION12

BOOSTSATISFACTION12

BRANDVISIBILITY13

TASTEANDAFFORDABILITY13

LABELINGANDCROSS-CONTACT13

ACKNOWLEDGEMENTS14

1

INTRODUCTION

Thisconsumerinsightreporttakesadiveintothediverseworldofplant-basedfastfood.

We'vecollecteddatafromtheUS,theUK,andGermany,andtheresultsprovidesomeinterestinginsights.Bydiggingintothefindings,we'veuncoveredwhat'sdrivingtheseculinarychangesandwhatgetsconsumersexcited.Thefollowingdatawillhelpyourcompanytomaketherightmovesandkeepupwithtoday'sfast-changingfoodsceneandthetransformationofourglobalfoodsystem.

Inrecentyears,there'sbeenamajorshiftinwhatpeoplearechoosingtoeat.Health,ethics,andourplanet'swell-beingaremovingintothespotlight.Thisshifttowardsplant-basedeatingiseverywhere,notablyinthefast-foodindustry.Theriseofplant-basedoptionsisn'tjustchangingmenusandshoppinghabits;it'salsochanginghowwethinkaboutfood,includingfastfood.

Themajorplayers–includingBurgerKing,Subway,KFC,andDomino'sPizza–areclearlyawareofthisshift,asreflectedintheirchangingmenuoptions,althoughthefriedchickenandpizzamarketsegmentsarefallingbehindintheplant-basedrace.Ingeneral,fastfoodchainsarenotjustaddingasimpleveggieburger–they'recookingupawholerangeofplant-basedgoodiesthatcatertobothfull-onvegansandthegrowingnumberofpeoplewhoarelookingtocutdownontheirmeatconsumption.

AtProVeg,werecentlylookedathowthemajorfast-foodrestaurantsaredoingintermsoftheirplant-basedmenuoptions.(Click

here

toseetheresultsofthatranking).Thegoalofthislatestsurveywastofindoutifconsumersperceptionmatchordifferfromourrankinganalysis.Thisexplorationshedslightonthedynamicrelationshipbetweenconsumerperceptionsoffast-foodmenusandthechains'actualofferings.

ABOUTTHESURVEY

ThedatapresentedherewascollectedthroughanonlinesurveyconductedinJuly2023.Atotalof1,500respondentsfromtheUS,theUK,andGermany(500respondentsfromeachcountry)participatedinthesurvey.Thesecountrieswerechosenbasedonthehighshareofflexitariansandpopularityoffastfoodrestaurants.

Wecollecteddatainrelationtoseveraldemographiccategories,includingage,gender,andeducationalbackground,settingquotasforage,gender,anddietaryhabitsinordertoensurethatthesamplewasrepresentativeofthegeneralpopulationandequallydistributedwithrespecttothesevariables.Thesampleconsistedofpeoplewhofollowvariousdietaryhabits.

EXECUTIVESUMMARY

Justunderhalfofconsumersareopentotryingplant-basedfastfood:46%ofrespondentssaidthattheyareopentotryingtheplant-basedproductsavailableinfast-foodrestaurants,withvegans,vegetariansandflexitariansshowingthehighestwillingnesstoconsumetheseproducts.Thereisahigheropennesstotryingplant-basedalternativesintheUK,with47%ofpeoplelikelytotryaplant-basedoptioninfast-foodrestaurants,followedby42%intheUS,and35%inGermany.

Halfofconsumersaresatisfiedwiththeplant-basedoptionsthatarecurrentlyavailable:Overall,50%ofconsumersaresatisfiedwiththecurrentplant-basedofferingsinfast-foodchains.Germanparticipantsexpressedthehighestlevelofsatisfaction,followedcloselybyUKandUSrespondents.

About60%ofconsumersarehappytoseeplant-basedoptionsavailableinfast-foodrestaurants:Overall,61%ofrespondentsstatedthattheyareinfavouroffast-foodrestaurantsincludingplant-basedoptionsontheirmenus.InGermany,62%holdapositiveopinionofbrandsthathaveveganorplant-basedchoicesontheirmenu,closelyfollowedbytheUK,where61%sharethesamesentiment,andtheUS,wherethefigureis58%.

McDonald'sleadsthefieldintermsofrepeatpurchases:McDonald'sleadsintermsofthemostfrequentconsumption,whileBurgerKinghasthehighesttriallingrate,indicatingthatalargernumberofpeoplewhohavetrieditsplant-basedproductswithoutconsistentlypurchasingthem.Mostconsumersknowabouttheplant-basedoptionsofferedbyBurgerKingandSubway,althoughtheyhavenottriedthemforthemselves.Whenaskedaboutbrandsthatconsumersdonotassociatewithplant-basedoptions,KFCandPizzaHutemergedasthetopchoices.

SubwayandMcDonaldsarethewinnerswhenitcomestotasteandproductrange:SubwayandMcDonald'sleadoverall,withthehighestawarenessamongGermanandUKconsumersintermsofhavingboththethetastiestandthemostplant-basedoptions.IntheUS,SubwayandBurgerKingtakefirstandsecondplace,respectively,inboth‘mostoptions’and‘tastiest’options.

Tasteandpricearethekeypurchasedrivers:Overall,tasteandpricearethemainpriorityforconsumers.Assuch,brandsshouldcontinuetoenhancetastyandaffordableexperiencesateverypointofcontact.Convenienceandthetendencyofconsumerstotrynewproductsandexperiencespresentsanopportunityforbrandstofurtherleverageengagementamongconsumers.

60%ofconsumersunderstandthelabellingusedforplant-basedproducts:Morethan60%ofconsumersacrossGermany,theUS,andtheUKunderstandtheplant-basedorveganlabelingsystemsusedinfast-foodrestaurants.

Only13%ofconsumersfindcross-contactcompletely

unacceptable:42%ofconsumersintheUSandGermanythinkthatitisacceptableforplant-basedpattiestopotentiallycome

intocontactwithmeatorotheranimal-basedproductsonfast-foodgrills.31%areundecided,while14%showsomelevelofintoleranceand13%finditveryunacceptable.IntheUK,

however,only34%ofconsumersthinkthatcross-contactisacceptable.

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RESULTS

DIETARYLIFESTYLE

omnivore

Flexitarian

vegetarian

vegan

65%

Q1:Whichcategorybestdescribesyourcurrentdietarylifestyle?

Intermsoffoodpreferences,USconsumersleanheavilytowardsomnivorousdiets,closelyfollowedbytheUK.Incomparison,flexitariansandomnivoresarenearlyequalinGermany.ThisisthemostpopulardietarytypeinGermany,withtheUSandtheUKtrailingbehindquiteabit.Germanyalsotakestheleadintermsofthenumberofpeoplefollowingavegetariandiet,Andwhenitcomestoveganism,Germanyisagainattheforefront,followedbytheUK,andthentheUS.

Overall,Germanyseemstohaveastrongertendencytowardsplant-basedeatinghabits,comparedtotheothertwocountries,whichalginswiththeoveralltrendforahighshareofGermanflexitarians.

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WILLINGNESSTOPURCHASEPLANT-BASEDFASTFOOD

verylikely

somewhatlikely

Neutral

somewhatunlikely

veryunlikely

Idon'tknowanyplant-basedoptionsofferedatanyfast-foodrestaurant

Q2:Howlikelyorunlikelyareyoutopurchaseaplant-basedoptionthenexttimeyouvisitanyfast-foodrestaurant?

Whenaskedaboutthelikelihoodofpurchasingplant-basedoptionsduringtheirnextvisittoafast-foodrestaurants,45%ofparticipantsshowedaninclinationtowardsplant-basedchoices.Approximately21%ofallparticipantsexpressedastronginclinationtochooseplant-basedoptions,with25%expressingsomeinclination.Ontheotherhand,17%wereveryreluctantand14%weresomewhatunlikelytoconsiderplant-basedoptions.Afurther19%remainedneutralandneededmoreinformationorincentives.Asmallpercentage(4%)werenotawareoftheavailabilityofplant-basedoptions.

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5

WILLINGNESSTOPURCHASEPLANT-BASEDFASTFOOD(BYDIETARYTYPE)

89%

86%

85%

omnivore

Flexitarian

pescetarian

vegetarian

vegan

Q2:Howlikelyorunlikelyareyoutopurchaseaplant-basedoptionthenexttimeyouvisitanyfast-foodrestaurant?(Sumof‘Verylikely’+‘Somewhatlikely’)

》Interestingly,intheUS(30%)andtheUK(26%),omnivoresshowedhigheropennesstowardsplant-basedoptions,comparedtoGermany(12%).

》FlexitariansintheUS(61%)andtheUK(73%)leanmoretowardsplant-basedchoicesthanGermany(50%).

》PescetariansintheUK(80%)aremostlikelytochooseplant-basedoptions,followedbytheUS(44%)andGermany(36%).

》Unsurprisingly,vegetarianconsumersinallcountriesarestronglyenthusiasticaboutplant-basedoptions,with89%(UK),86%(US),and74%(Germany)ofvegetariansverylikelyorsomewhatlikelytochooseaplant-basedoption.

》86%ofvegansinboththeUSandUKshowedsimilarenthusiasm,withGermanyslightlylowerat70%.

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CONSUMERRANKING:FASTFOODCHAINS

PopularPlant-BasedPicks

1.McDonald's(45%)

2.Subway(38%)

3.BurgerKing(37%)

(Iregularly+occasionallypurchasethem)

TriedButNotFrequent

1.BurgerKing(48%)

2.McDonald's&Subway(47%)

3.Domino'sPizza(42%)

(Ihavetriedthem,butIdon'tpurchasethemoften)

KnownButUntasted

1.BurgerKing&Subway(51%)

2.KFC&Domino'sPizza(50%)

3.PizzaHut(47%)

(Iknowaboutthem,butIhavenevertriedthem)

UnchartedTerritory

1.KFC&PizzaHut(51%)

2.Domino'sPizza(50%)

3.Subway&BurgerKing(41%)

(Idon'tknowthisbrand/it'splant-basedoptions)

PopularPlant-basedPicks:McDonald'stakestheleadintermsofmostfrequentconsumption.Subwaycomesinsecondplace,withBurgerKingfollowingcloselyinthirdplace.Domino'sPizza,althoughwellknownamongconsumers,rankedslightlylowerthantheotherthreefast-foodchainsintermsofplant-basedconsumption.IntheUS,Subwaytakesthetopspotformostloyalcustomers,whileintheUKandGermany,McDonald'sisthenumber-oneconsumerchoiceforplant-basedoptions.

TriedButNotFrequent:BurgerKingstandsoutinthehighest-trialcategory,indicatingahighernumberofpeoplewhohavetrieditsplant-basedproductsbutdonotnecessarilycontinuetobuythem.McDonald'sandSubwaytiedforsecondplace,withDomino'sPizzaclosebehind,reflectinganotablenumberofrespondentswhohavealsotriedtheiroptions.

KnownButUntasted:Mostconsumersindicatedthattheyknowabouttheplant-basedoptionsatBurgerKingandSubway,buthavenevertriedthem.ThetwochainsarecloselyfollowedbyBurgerKingandSubway,whichtiedforsecondplaceintermsofhighfamiliaritybutlowtrialnumbers.ThirdplacegoestoPizzaHut.

UnchartedTerritory:Whenaskedaboutbrandsthatconsumersdonotassociatewithplant-basedoptions,KFCandPizzaHutemergedastopchoices.Domino'sPizzaiscloselyfollowedbySubwayandBurgerKing,whichareslightlymorewidelyrecognisedintermsofofferingplant-basedmeals.

Overall,therankingssuggestthatMcDonald'sdominatesintermsoffamiliarityandconsumptionofplant-basedoptions,closelyfollowedbyBurgerKingandSubway,whichalsohavestrongmarketpositions.However,BurgerKingstandsoutforitshightrialrankings,suggestingthatconsumersarecuriousaboutitsplant-basedoptions,althoughtheymayneedtomakesomeimprovementstoencouragemorerepeatpurchases.PizzaHutandDomino'sPizzaranklowestintermsofbothfamiliarityandconsumption.Inthecaseofthesetwopizza-basedchains,itcouldreflectbothlimitedmarketingandlimitedavailabilityofplant-basedalternatives.

MAINDRIVERSOFPLANT-BASEDFAST-FOODCONSUMPTION

Q4:Whichofthefollowingfactorshaveinfluencedyouthemosttopurchaseaplant-basedoptionatthementionedfast-foodrestaurants?

Thefactorsthatmostinfluencecustomers’decisionstoorderplant-basedfoodsinfast-foodrestaurantsaretaste(16%)andprice(12%).Tenpercentofrespondentsfindtryingnewfoodsinteresting,whileconvenience(9%)andbrandtrust(8%)arealsosignificantfactors.

Whenchoosingplant-basedproducts,7%ofpeoplelooktorecommendations,whileethicsandsustainabilitywerebothconsiderationsfor6%ofpeople,withvarietyandin-storepromotionsalsobeingcontributingfactorsfor6%ofpeople.

It'simportanttonotethat7%ofpeopleareunawareofsomebrands’plant-basedoptions,suggestingthatawarenessshouldberaised.Thisisalsolikelytoberelatedtotheinfluenceofadvertisinggenerally,whichwasonlymentionedby5%ofrespondents,suggestingthatmarketingeffortsofplant-basedoptionscouldbemuchmoreaggressive.

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8

CONSUMERRANKING:NUMBEROFPLANT-BASEDFAST-FOODOPTIONS

IntheUS,Subwaytooktheleadastherestaurantperceivedashavingthebiggestnumberofplant-basedoptionsontheirmenu,followedcloselybyBurgerKing.

IntheUK,thetrendwasslightlydifferent,withMcDonald'ssecuringthetopspotforplant-basedoptions,andSubwayinsecondplace.

InGermany,Subwaycontinuedtodominateastherestaurantperceivedasofferingthemostplant-basedoptions,followedbyMcDonald'sandBurgerKing,suggestingthattheseestablishmentsaremakingstridestodiversifytheirmenus.

Q5:Pleaserankinorder,whichofthefollowingfast-

foodrestaurantsdoyouthinkhavethemostplant-basedoptionsontheirmenu?1havingthemostoptions,6havingtheleastoptions.

ItisworthnotingthatKFCandPizzaHutreceivedlowerrankingsacrossallthreecountries,indicatingpotentialopportunitiesforimprovementintheirplant-basedofferingsandpromotionofexistingoptions.

2023PROVEGINTERNATIONAL

FAST-FOODRANKING

Yet,it'sworthmentioningthatour

previousrankinganalysisshows

adifferentstory.BurgerKing

actuallyemergedasthetopplayer

intheUK,offeringawiderangeof

plant-basedoptions,whichmight

surpriseconsumerswhoheld

differentperceptions.

Downloadthe2023ProVegInternationalFastFoodRanking

here

.

CONSUMERRANKING:TASTEOFPLANT-BASEDFAST-FOODOPTIONS

IntheUS,Subwayclaimedthetopspotintermsofhavingthetastiestplant-basedoptions,withBurgerKingfollowingcloselybehind.

IntheUK,McDonald’semergedasthewinnerintermsoftaste,whileSubwaytooksecondplace,withDomino’sPizzainarespectablethirdposition.

InGermany,Subwayonceagainsecuredtheleadintaste,indicatingthatitsplant-basedoptionsareparticularlypalatable.McDonald'sandBurgerKingalsofaredwell,similarlysuggestingthattheirplant-basedofferingsarewell-received.

Notably,PizzaHut,Domino'sPizza,andKFCreceivedlowerrankingsacrossallthreecountries,suggestingthatthereisneedtoenhancethetasteoftheirplant-basedmenuitems.

Q6:Pleaserankinorder,whichofthefollowingfast-food

restaurantsdoyouthinkhavethetastiestplant-basedoptionsontheirmenu?1beingthetastiest,6beingtheleasttasty.

Downloadour2023ProVegInternationalFast-FoodRanking

here

togaininsightsintohowthesefast-foodrestaurantsareactuallyincorporatingplant-basedoptionsandtheircorrespondingrankings.

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10

SATISFACTIONWITHCURRENTPLANT-BASEDFAST-FOODOPTIONS

8%

50%

ofconsumersarehappywiththecurrentplant-basedfast-foodoffer

ofconsumersarenothappywiththecurrentplant-basedfast-foodoffer

Q7:Howsatisfiedorunsatisfiedareyouwiththecurrentofferofplant-basedoptionsfromthefast-foodrestaurantsmentionedabove?(BurgerKing,McDonald’s,Subway,PizzaHut,KFC,Domino'sPizza)

(Sumof‘Verysatisfied’+‘Somewhatsatisfied’)

50%ofconsumersintheUS,UK,andGermanystatedthattheyareveryorsomewhatsatisfiedwiththeplant-basedofferingscurrentlyavailableinfast-foodchains.Oftheseconsumers,20%reportedbeingverysatisfied,while8%ofconsumerswereverydissatisfiedwiththeplant-baseddishesonoffer.Germanytakestheleadhere,with51%ofpeopleexpressingsatisfactionwiththecurrentlyavailableoptions.TheUKfollowsclosely,with50%ofpeoplereportingsatis-faction.TheUSlagsslightlybehind,with49%expressingsatisfaction.

CONSUMERATTITUDESTOWARDSPLANT-BASEDFAST-FOODOPTIONS

6outof10peopleareinfavourofplant-basedoptionsonfast-foodmenus

Q8:Ingeneral,whatisyouropinionoffast-foodrestaurantsincludingplant-basedoptionsontheirmenu?

Thedatashowsthatconsumer’attitudestowardsplant-basedmenuitemsatfast-foodrestaurantsaregenerallyfavourableorneutral.Asignificantnumberofcustomers(61%)areinfavourofincludingplant-basedoptionsonfast-foodmenus('Veryfavourable'+'Somewhatfavourable').Oftheseconsumers,28%hadaverypositiveimpression,while9%ofrespondentsindicatedsomelevelofdissatisfaction.

Germanyleadsthewayintermsofhowconsumersthinkoffast-foodchainsthatofferplant-basedalternatives,with62%ofrespondentssayingtheyhadafavourableimpressionofthem.TheUKratesfollowscloselybehind,at61%,withtheUSnotmuchfurtherbehind,at58%.

UNDERSTANDINGOFVEGANLABELLINGATFAST-FOODCHAINS

VEGAN

Oftheconsumerssurveyed,28%ofconsumersstronglyagree,and39%somewhatagreethattheyunderstandthevegandescriptorsusedinfast-foodrestaurants,while24%areundecided.Thissuggestsaneedformoreclarificationwhichwouldalsobenefitthe3%ofconsumerswhoconsiderablydisagreeandthe7%whoslightlydisagreewiththestatement.

67%ofconsumers

understandtheveganlabels

infast-foodchains

Intermsofcountries,UKconsumershavethehighestclaritywithregardstoplant-basedtermsinthefast-foodsector,followedbytheUSandGermany.

Q9:Towhatextentdoyouagreeordisagreewiththefollowingstatement.“Icompletelyunderstandwhattheplant-basedorveganlabellingmeansinfast-foodrestaurants”.

Fast-foodbusinessesareurgedtothinkaboutimplementingclearerlabelingontheirproducts–aswellaseducationalcampaigns–inordertakeadvantageoftheshifttowardsplant-basedeatingandfurtherincreaseconsumerawarenessoftheirplant-basedofferings.

PERCEPTIONSABOUTPLANT-BASEDITEMSCOMINGINTOCONTACTWITHANIMAL-BASEDPRODUCTS

18%

3%

5%

30%

41%

Veryacceptable

SomewhatacceptableNeutral

SomewhatunacceptableVeryunacceptable

Q10:Whatisyouroverallopiniononveganpattiespossiblycomingintocontactwithmeatorotheranimal-basedproductsinfast-foodrestaurantgrills?

42%ofconsumersthinkthattheveganpattiespotentiallybeingcookedonthesamegrillasmeatorotheranimal-basedproductsisacceptable(18%extremelyacceptable+24%somehowacceptable).Asizablemajority(31%)areundecided,while14%showsomelevelofintoleranceand13%finditveryunacceptable.

Thedifferentcountriesrevealdifferentlevelsofacceptanceaboutcross-contactbetweenplant-basedandanimal-basedfooditems.Germanyleads,with48%findingitacceptable,followedbytheUSat43%,andtheUKat34%.

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Inordertoreassurecustomersandtaketheirpreferencesintoaccount,clearandtransparentlabeling,aswellasprovidinginformationaboutcookingtechniques,isneeded.Inadditiontofosteringconfidenceandmeetingalargerrangeofdietaryrequirements,creatingspecificpreparationareasforplant-basedfoodscouldboostthediningexperienceasawhole,whilealsominimisingtheserioushygieneriskofcross-contamination.

WAYFORWARD

Forbenefittingfromtheshifttowardsplant-basedeating

Insummary,theaboveanalysisprovidesavaluableroadmapforfast-foodestablishmentsthatareseekingtotapintothesurgingdemandforplant-basedchoices.Byembracingtheserecommendations,brandscanalignwithevolvingconsumerpreferenceswhilealsocontributingtoamoresustainableandinclusivefoodlandscape.Thejourneytowardafuturerichinplant-basedofferingsisjustbeginning,andtheseinsightscanhelptoempowerfast-foodchainstotobenefitfromtheshifttowardsmoreplant-basedeating,whileatthesametimehelpingtoacceleratethetransformationofourfoodsysteminamoreplanet-friendlydirection.

1.Cultivateacultureofexploration

GiventheUK'sgreaterreadinesstotryplant-basedalternatives,weadvisefast-foodchainstoactivelyintroduceandmar-ketplant-basedoptionsinthecountry.Consumereducationaboutthebenefitsofplant-basedchoicescanfurtherboostthistrend.IntheUSandGermany,effortstoin-creasereceptivitytoplant-basedofferingsshouldbetailoredtotheuniqueculturalandculinaryforcesthatshapeconsumerchoices.

2.Boostsatisfactionandpositiveperceptions

Germany'simpressiveleadinsatisfaction(51%)andpositiveopinions(62%)aboutbrandsthatofferveganorplant-basedoptionssetsabenchmarkforothermarkets.Weencouragefast-foodchainstoconsistentlyenhancetheirplant-basedofferingsintermsoftaste,variety,andquality.Takingsuchaproactiveapproachislikelytoraiseoverallcustomersatisfactionand