A growing number of people all over the world are adjusting their diets to include more vegetables – in Britain one in three people is planning to increase the portion of vegetables (Mintel 2017) and in the US more than half of the people are planning to add more vegetables to their diets while reducing meat consumption (Mintel 2018). In Finland, the number of vegetarians and those who favor plant-based options is growing steadily. “Green dining” is here to stay.
The popularity of plant-based food is due to a number of factors: green vegetables are proven to be healthy (Neurology 2017). Following a plant-based diet is also known to improve mental well-being and helps to maintain a steady energy level during the day. In addition, plant-based diet is more environmentally-friendly and is increasingly seen as an ethically positive choice (PNAS 2016).
Green dining is clearly a megatrend especially in Europe and North America where the phenomenon has been widely adopted. The trend is highlighted among urban population and in the preferences of young and educated individuals. However, things are not black and white; the role of vegetables is becoming more important irrespective of the socio-economic segment.
We position Pupu in the fast casual segment which is outgrowing other food service segments. Fast casual means high-quality restaurant food that is available as quickly and easily as fast food. The recent annual growth of fast casual in the US has averaged 10 to 11 percent. In the meanwhile fast food has grown around 5 to 6 percent annually while the traditional casual dining segment has struggled to reach an annual growth of 1 to 2 percent (MaRa 2017).