A new study by The NPD Group addresses the rapid growth of plant-based foods at retail and on restaurant menus and finds that the insight lies with the consumer and their reasons for purchasing plant-based foods in the first place.
Three Proven “Nudges” That Influence Meat-Eaters to Order Vegan Options
Meat-eaters can be influenced into choosing plant-based options in restaurants depending on certain factors such as innovation and novelty. According to recent studies, many consumer food decisions are motivated by non-rational social and contextual factors. Strategies that are applied to manipulate such factors and influence customers choices are often referred to as ‘nudges’. Foodservice “can contribute to the desired societal shift towards mainstream consumption of foods with lower environmental impact.” Through nudging strategies, omnivores can be motivated to choose plant-based options at the supermarket, in restaurants, or when shopping for food online. The following three methods have been demonstrated to nudge customers into choosing plant-based options in restaurants, having already shown success in scientific studies. Presenting a plant-based option as the default choice A Danish …
