It's more of a groundswell than a simple fashion or trend. The vegetarian/vegan segment is growing by leaps and bounds, attracting more and more followers.
A study by smartproteinproject.eu, funded by the European Union, estimates that 37% of European consumers are now flexitarians, pescetarians (fish and seafood eaters), vegetarians and vegans..
The survey was carried out in June 2021 among 7,590 people in ten European countries. Dutch and Romanians the most flexitarian (i.e. eating meat and plant products alternately). 10% of Germans claim to be vegetarians or vegans, the highest percentage of the ten countries selected for the survey. France is on a par with the European average, with 37% consumers of 'alternative' foods. On the other hand, only 6% of consumers in France define themselves as vegetarian or vegan.
Consumer habits in Europe (2021 - in percentages)
(Source: smartproteinproject.eu)
The plant-based trend in food is therefore also affecting business travellers. Hence the idea developed by the German Thomas Klein of creating a hotel association specialising in the plant segment.
"There is strong demand for hotels offering at least one vegetarian/vegan option. We are responding with two websites listing these establishments. The the first, Veggiehotels, created in 2011, is dedicated exclusively to purely vegan/vegetarian hotels. The second, VeganWelcomewas launched in 2016. It lists hotels from 3 to 5 stars offering a permanent alternative of purely plant-based dishes or products. This can be as much as 50% for a culinary offer," explains Thomas Klein.
Veggiehotels lists establishments of all categories in 60 countries, with a total of 440 hotels and other types of accommodation.. Veganwelcome has some 130 establishments in its catalogue.
Europe, the land of vegetarian and vegan hotels
Europe leads the way with 272 Veggiehotels. Surprisingly, Italy has the highest number of establishments listed on the site (55), followed by Germany (54) and the UK (45).
France has a substantial offer with 29 establishments. " Many of these are boutique hotels or chambres d'hôtes," explains Thomas Klein. There is certainly still room for improvement in France. For example, the site lists only one establishment in Paris - the HOY Hotel, with its vegetarian/vegan cuisine.
However, India (66 hotels) remains the world champion for vegetarian/vegan hotels.. There is a traditional culture of vegetarianism, associated with religious principles. In second place (outside Europe) are the United States with 43 establishments. "Our portfolio of establishments is growing very rapidly. This year, we are adding 23 new establishments, including our first hotel in the Philippines", adds the creator of VeggieHotels and VeganWelcome.
However, some countries will remain difficult to convince. "In general, Eastern Europe and China are countries with a strong carnivorous culture. Russia and the Gulf region, for example, remain blank spots on our map. And in China, there are very few establishments declaring themselves to be vegan or vegetarian", describes Thomas Klein.
But the demand from travellers should also reach the destinations that are the most "reticent" about this profound change in consumption. The revolution on hotel plates is well and truly underway!
