Restaurant technology provider Vita Mojo has published data highlighting consumer eating and drinking trends at UK quick-service restaurants in 2024.
Figures were provided by chains such as Leon, Gail’s, Wasabi, Yo!, Wenzel’s, and Subway. Over 139 million individual item orders were analysed, along with 9.8 million meal deals.
Contrary to widespread claims that plant-based food is becoming less popular, Vita Mojo’s data shows that vegan orders increased by 56% in 2024, while vegetarian orders were up 64%. According to the company, this indicates that there is still a significant appetite for plant-based options in the UK.
In good news for the planet, the use of reusable coffee cups increased by 111% this year, demonstrating a growing commitment by consumers to avoiding single-use plastics.
“Customers are looking for plant-based options”
Research published at the beginning of 2024 estimated that the UK’s vegan population had reached 2.5 million, after rising by a huge 1.1 million in the space of a year. This meant that 4.7% of adults were following a plant-based diet, with Gen Z and Millennials the most likely to avoid animal products.
In August, the UK’s largest airport group, MAG, reported that sales of vegan and dairy-free options at its food outlets had increased significantly. Vegan breakfasts and brunches were up 20%, while milk alternative sales had risen by 10%.
A report published last year found that 40% of British consumers want plant-based alternatives to meat and dairy. Per capita meat consumption in the UK fell by 14% between 2012 and 2022, taking total meat consumption to the lowest level since records began in the 1970s.
“The data from 2024 highlights that customers are still looking for health-conscious and plant-based options, alongside a noticeable preference for indulgent comfort food at lunchtime,” said Nick Popovici, CEO of Vita Mojo. “Additionally, the sharp rise in reusable cup usage signals a growing commitment to sustainability within the quick-service dining sector.”
