Vegetarian Awareness Month

October is Vegetarian Awareness Month--so we spoke with Nicole Peranick, director, global consumer strategy - culinary for Daymon Worldwide about how increased consumer demand for fresh is affecting the industry. GHQ: How is the increasing consumer demand for fresh produce affecting retailers? NP: As demand for fresh, less processed foods, transparency in source of supply and veg-centric food options expands, we see retail continuing to evolve in three key areas:

GHQ: How can retailers secure the vegetarian consumer? What are they looking for from a retailer? What do retailers need to know about this consumer? NP: Today’s consumers, vegetarian or not, are experience-driven and experimental in culinary, seeking a consistent flow of new, exotic and globally-inspired flavors and dishes at retail. Personalization and communicating a sense of “designed with me in mind” establish greater connectivity with today’s consumers to build shopper loyalty. The Big Carrot in Toronto, Canada is a good example of a retailer who has leveraged these insights to create a unique experience for veg-centric consumers. Apart from curating its everyday product assortment to appeal to this consumer, The Big Carrot features an eat-in or take-out vegetarian deli, “Meatless Mondays” cooking classes, an organic juice bar and holistic dispensary. GHQ: How are the veggie-trends in foodservice trickling down into retail? NP: Having been exposed to innovative dishes and unique vegetable varietals in foodservice, consumers now seek products and flavor combinations inspired by these new applications at retail. Lesser known produce varieties and hybrids are emerging, such as broccoflower, sunchokes, celery root, heirloom tomatoes, kalettes, broccoleaf, and daikon radishes. These varietals are also making their way into fresh prepared meals to enhance differentiation and consumer appeal. Traditional vegetables are being used in new ways. For example, cauliflower appears to be having its moment as a substitute for meat, starches and dairy. New applications of cauliflower at retail include: Absolutely Gluten Free frozen cauliflower crust pizza, Whole Foods Market’s fresh cauliflower tabbouleh, Trader Joe’s frozen organic riced cauliflower and Wegmans’ Fettucine “Cauli-Fredo” made with vegan cauli-cream. Similarly, zucchini, squash and sweet potato are being spiraled into spaghetti as a new meal component in fresh, while mushrooms are being made into burgers, fries and vegetable pâté. Beet is also emerging as a flavor profile across multiple categories throughout the store, benefiting from increased appetite for savory flavors and unique combinations. Further, foodservice-inspired preparation methods for vegetables, such as charring and smoking, are being leveraged in meal solutions at retail to deliver on consumer demand for accessibility to new and exotic flavors.