Quality Emerges as Key to Plant-Forward Value Perception

Plant-forward dishes are running into a value perception problem at foodservice, with nearly two-thirds of consumers saying these dishes seem overpriced for what they offer, according to Datassential’s Plant-Forward Opportunity report. 

Nearly two-thirds (64%) of consumers agree that plant-forward dishes often seem overpriced for what they offer, and 57% say they should usually cost less than meat-based equivalents. 

Resistance to paying a premium has also grown in recent years, with the share of consumers who say they are unwilling to pay more for plant-forward meals climbing six percentage points since 2024, compared with just two points of growth among those more willing to pay extra.

But price is only one piece of how consumers define “good value” when thinking about plant-forward restaurant dishes. The report finds that quality, satiety, and indulgence each carry as much weight as pricing, if not more. High-quality ingredients rank as the top value driver, at 31%, while hearty, filling portions follow at 30%, both outranking lower-than-meat pricing at 27%. Indulgent flavors round out the top four.

That sentiment holds across foodservice more broadly. Datassential’s The Value Equation report found that most consumers and operators no longer equate value with low prices alone. Nearly two-thirds of consumers define value as getting a good deal without sacrificing quality or experience, while another 21% say it means getting the best, regardless of cost.

But the the Plant-Forward Opportunity report also points to a division among consumers when it comes value on plant-based offerings: one segment, populated largely by Millennials and higher-income diners, is quality-oriented and willing to pay more; while another is affordability-oriented and resistant to premium pricing, consisting mainly of Boomers and lower-income diners. 

Gen Z and Gen X fall between the two, shifting their value calculus depending on the occasion.

The study also found that half of consumers say they would be more likely to choose a plant-forward dish if it were offered as part of a combo meal. That concept resonates most strongly with the audiences already primed for plant-forward: younger, more affluent, and more food-engaged eaters. 

“For operators, the path forward is positioning plant-forward as worth ordering through quality, satiety, and craveability, supported by smart combo and meal-deal placement,” the report notes.