Vegetarian Menus Experience 66 Percent Growth Since 2012

Market research finds that Americans are increasingly interested in vegetables and grains.


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Market Research Company Mintel recently surveyed Americans on their food choices and found people increasingly want more vegetarian, healthy, and international options. Nearly half of Americans consider themselves foodies and two-thirds of those foodies are millennials who fall in the 25–34 year-old age range. “With health being a focal point for many consumers when dining out, ancient grains and vegetable-based options are growing more popular,” Caleb Bryant, Foodservice Analyst at Mintel, said. “Rising interest in vegetables is especially promising for restaurants, as the price of beef has been increasingly volatile in recent years while fresh vegetable prices have dropped in the last year.” The study also showed that people want to see more ancient grains such as teff, amaranth, and farro on menus. Americans are interested in new flavor experiences and use social media to learn about new ingredients and international dishes. “Social media continues to be a powerful tool for restaurants to connect with customers, for customers to share their food experiences with friends, and for consumers to learn about new flavors and cuisines,” Bryant said.