SOUTH AFRICA – Multinational food awareness organization ProVeg’s recently released third annual edition of the Plant-Based-Friendly Fast-Food Franchise Ranking report has revealed that plant-based menu items in QSR chains have increased by 16.7% in 2024 compared to the past two years.
The rise in plant-based options within food chains reflects the broader growth of the national fast-food sector, which has experienced a 41% increase in turnover from takeaways and fast-food outlets since 2019.
The report also highlights that quick-service restaurants (QSRs) are reaching more households than ever before, with a larger number of South Africans purchasing take-out in May this year than those who voted in the national elections.
This trend underscores the significant role QSRs play in introducing and normalizing plant-based alternatives, acting as key entry points for consumers exploring these options.
However, a survey included in the report reveals a notable gap in awareness regarding the availability of plant-based choices at QSRs.
Out of 800 respondents, only 31% were aware of such options at specific establishments.
Similar findings were noted in the January 2024 edition of the report, which emphasized the importance of effective advertising to attract not just vegans and vegetarians, who make up around 3% of the population, but also flexitarians and omnivores, thereby boosting sales and expanding consumer choice.
The food awareness organization has also expressed optimism about the growing demand for plant-based offerings in the fast-food industry over the past five years, as well as the rapid growth of the global plant-based market, which is also expanding in Africa.
The report also outlines several strategies for QSRs to attract new customers and increase customer spending.
These recommendations aim to help fast-food chains tap into the global vegan food market, which is expected to reach US$ 65.4 billion by 2030, with a compound annual growth rate (CAGR) of 10.41%.
Among these strategies, ProVeg suggests that restaurants emphasize the environmental and health benefits of plant-based foods. For instance, the third QSR evaluation revealed a lack of plant-based options marked with health indicators, such as reward programs or heart-healthy labels.
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