50% of food delivery orders contain vegan milk, meat or eggs, platforms reveal
3 Min reading
Vegan food purchases are increasing at an incredible rate, trend experts shared in a recent panel of analyzes. According to data from Deliveroo and Instacart, up to half of food delivery platform users now buy vegan products. Experts from both companies expect this demand to continue to increase in the post-pandemic world.
At a recent event hosted by the Vegan Women Summit (VWS), on-demand delivery experts shared their thoughts on trends in the herbal industry. The panel included Laurentia Romaniuk, trend expert at California-based Instacart, and Elena Devis, head of the vegan category at delivery giant Deliveroo.
The main takeaway was the rapid increase in vegan food. According to data from Deliveroo, up to half of consumers’ baskets contain vegan items. For Instacart, about a third of purchases contain a vegan dairy or meat product.
Vegan food shopping dominates delivery platforms
“During our vegan partnership, 50% of Deliveroo grocery orders contained vegan items, while 35% of gourmet restaurant orders contained vegan items,” Devis explained.
Romaniuk added that plant-based milk was the most popular vegan item of choice for Instacart consumers.
The integration of vegan food was a central point of the discussion, which was led by VWS founder Jennifer Stojkovic. Today, what was once considered niche shopping increasingly occupies the share of the shopping carts of mass consumers.
For Devis, this is due to the increase in the part-time vegan population. “Half of the British population is expected to have a flexitarian diet by 2025,” she noted. Globally, a Euromonitor survey estimates that up to 42% of buyers worldwide are now flexitarians.
People look for “vegan” rather than “plant-based”
Another key trend that both experts highlighted was the term “vegan” as opposed to “plant-based” or “meatless”. When searching for meat and dairy free dishes, shoppers simply type “vegan” into the search bar.
“Some people worry that the word vegan will turn people off, but the data shows the search term vegan is used five times more often than vegan,” Devis explained.
Romaniuk agreed, saying, “It’s not plant-based, it’s not meatless. It’s vegan and vegetarian. She added that brands and businesses should use the term vegan to help consumers find their products.
Deliveroo had previously released data showing the incredible rise of the term “vegan,” noting that this category has seen triple-digit growth rates in several countries.
Herbal Online Buying Is A Long Term Trend
To conclude the in-depth dive panel, experts pointed out that the herbal trend is not going anywhere. What started as a pandemic trend will now become a long-term habit for many consumers.
Their ideas align with the results of ADM’s poll. In the poll, 92% of early buyers of plant-based meat said they plan to continue doing so after Covid-19 goes away.
Both Romaniuk and Devis have focused on growing herbal online shopping. Consumers are not only buying more vegan foods, but buying them through on-demand grocery channels. In the survey conducted by Instacart, 77% of their users who started shopping online in recent months said they had no plans to quit.
What this means for herbal brands to be successful, says Devis, is that they “have to make sure they have an online presence.”
Main image courtesy of What the Pitta UK via Facebook.