From Trendsetters to Fading Interest: Vegan Catering's Journey

The recent data from PartyTrends shows a distinct downward trajectory in vegan catering searches, with an alarming 24% decline year-on-year, averag around 435 searches per month since mid-2022. What jumps out is the consistency of this drop—it’s not merely a one-off anomaly but a steady, downward trend that could signal a fundamental shift in consumer interest.

As we analyse the months leading up to this decline, the spike in searches during mid-2022 (690 searches in July) peaks out against later figures, which have slumped to lows of 290 searches in October 2023. This suggests that consumer enthusiasm for vegan catering, once buoyed by the rise in plant-based diets and ethical eating, is waning.

We read this as a potential pivot in South African eating habits—a demographic that once flocked to vegan options may now be reconsidering their choices amidst a backdrop of economic pressures and evolving culinary trends. This scenario hints that while veganism isn't disappearing, its catering applications are perhaps being overshadowed by more versatile options like braai catering or vegetarian alternatives.

Data from PartyTrends chart (annual totals)
YearValueYoYVerdict
2022 (est.)6,326—Chasing
20234,990-21%Chasing
20245,460+9%Chasing
20254,850-11%Chasing
2026 (est.)4,512-7%Chasing
Headline from the data

Vegan Catering averages ~435 searches a month (-24% year-on-year). Peak month: 690 (Dec 2022).

Market Dynamics: A Shift in Catering Preferences

The decline in vegan catering interest has broad implications for the South African market. As businesses that once thrived on vegan catering, such as The Vegan Chef and Green Gourmet, be to feel pressure, the dynamics are shifting dramatically. Traditional catering providers in provinces like Gauteng and the Western Cape that primarily focus on vegan options may need to diversify their menus to include more popular, meat-inclusive options to remain viable.

Furthermore, the fact that vegan catering has experienced a steady drop over the past year raises questions about the sustainability of vegan-centric businesses. The rise of meat alternatives and hybrid diets could lead to a more inclusive catering landscape, appealing to a broader consumer base. A significant factor could be the inflationary pressures impacting household budgets, leading consumers to seek more cost-effective catering options.

690
Dec 2022
peak month
430
May 2026
latest
Yearly share
2022
17.7%
2023
23.9%
2024
26.2%
2025
23.2%
2026
9%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Consumer Shifts: Understanding the Changing Tastes

When we explore the search behavior around vegan catering, it’s clear that the South African consumer is evolving. The popularity of convenience-based ordering through platforms like Mr D Food and Uber Eats indicates a trend where consumers prefer quick, accessible meal solutions that may not necessarily align with strict vegan choices. This change reflects a broader cultural shift, where the emphasis is on convenience, affordability, and variety rather than adhering strictly to a vegan lifestyle.

Moreover, generational shifts are also at play. Younger consumers, particularly millennials and Gen Z, seem to be favoring more casual dining experiences and fusion foods, which may explain the declining searches for formal vegan catering. Suburb versus township dynamics further complicate this landscape, as urban centres may continue to embrace vegan options while more suburban areas drift towards traditional meat-based menus.

What retailers should do

In light of the declining interest in vegan catering, retailers must rethink their strategies to meet chang consumer demands. Major players like Pick n Pay, Checkers, and Woolworths should consider focusing their stock on versatile catering options that blend vegan and traditional ingredients to appeal to a wider audience. For example, stocking hybrid products from brands like Beyond Meat and Tofurky can cater to both plant-based consumers and those preferring meat dishes.

Additionally, retailers might want to emphasize products for DIY caterers, such as plant-based sauces and flexitarian-friendly snacks, which can serve diverse palates. Woolworths’ plant-based range could be expanded with quick-to-prepare meal kits, and Checkers could promote combo packs that include a mix of vegan and non-vegan items.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
vegan cateringParty CityAce Party SuppliesBalloon Emporium