Interview with Katleen Haefele from ProVeg Deutschland

Katleen Haefele, Head of Food Services & Events at ProVeg Deutschland, chatted to us about current and future vegetarian and vegan nutrition trends in the interview.

Katleen Haefele, Head of Food Services & Events at ProVeg Deutschland, chatted to us about current and future vegetarian and vegan trends in the interview.

What trends have you noticed in the vegan and vegetarian out-of-home market?

Although veggie and vegan meal choices are already an established element of restaurant and food service menus, the growing number of consumers converting to diets without meat is driving demand for vegetarian and vegan foods in the out-of-home segment. Many companies have recognised this potential and extended their ranges to reflect the contemporary zeitgeist. In the commercial catering segment numerous company restaurants have introduced a wide selection of vegetarian dishes and are continuously expanding their range of vegan offerings. The biggest target group for plant-based foods is flexitarians - people who are committed to reducing the amount of meat and dairy products they eat - and more than half of Germans are part of this group.

How will demand for vegan/vegetarian products develop over the next ten years?

We’ve always been strongly supported in our mission to reduce global consumption of animal products by 50% before 2040. Today plant-based dishes can be found menus everywhere because, as our eco-system is moves towards tipping point, a change in consumer consciousness is occurring. The millennials are driving the vegetarian and vegan movement. In ten years’ time, when they are the decision makers, these trends will become even more firmly entrenched.