Vegans want to see more grab-and-go options in retailers and foodservice outlets, according to a new survey by The Vegan Society. The results showed that vegans (91 percent) often struggle to conveniently pick up these types of food options which has led to the launch of the Society’s new campaign, Vegan on the Go. 

Despite the fact that vegan food options have dramatically improved over the last few years, the research involving 2,500 UK vegans, shows there is much room for improvements and clear opportunities for food developers in this space. 

Veganism is growing at an exponential rate and is largely an untapped market, particularly in terms of grab-and-go and convenience-style food and drink options. 

There is growing consumer interest in plant-based food and beverages for those not wanting to totally embrace vegan or vegetarian lifestyles. It is clear that more consumers want to incorporate plant-based fare into their diets.

According to Innova Market Insights data, globally, the compound annual growth rate (CAGR) for new product launches making a plant protein claim was 49 percent from 2012-2016.

The Vegan on the Go campaign aims to bring attention to the growing demand for vegan options and to highlight to businesses that veganism is a market trend which is here to stay.

“We’ve seen some fantastic strides forward in terms of new, affordable vegan products in supermarkets and restaurants but we want to make it even easier for people to go vegan and stay vegan,” says Elena Orde, from The Vegan Society.

“Offering vegan food options makes clear commercial sense – businesses are opening the potential market up to not only half a million vegans in Britain, but also to a million more vegetarians, the huge number of meat and dairy reducers, the lactose intolerant, the health-conscious and others who simply enjoy vegan food from time to time.”

“Sometimes all it takes is removing a pesky small amount of dairy or egg to create a lovely vegan dish, which can really widen food retailers’ appeal.”

Attitudes towards veganism have changed dramatically over the last few years, indicating that veganism is now winning British hearts and minds in ever greater numbers.

Another recent survey showed that half of Brits know a vegan, over a half (56 percent) adopt vegan buying behaviors and a quarter (26 percent) thought public sector food outlets should provide a vegan option by law.

Chain restaurants like Zizzi, Wagamama and Wetherspoons all have dedicated vegan menus while coffee shops including Pret a Manger, Starbucks and Caffe Nero are offering more and more animal-free products.