2018 is the year for operators to tune into the consumer trends which are driving purchase. Euromonitor's report on Emerging Forces Shaping Human Behaviour explores 'clean lifers'; 20 - 29 year olds who are driven to lead more responsible lives.This emerging trend of 'clean lifers' reflects the rise in popularity of veganism and plant based diets. It also couples with the current trend for Flexitarian diets, starting the week with healthy requirements and then relaxing these habits to require more indulgence as the week progressesOperators need to ensure that they are serving vegan-friendly meals, but in a way that is still appealing to those Flexitarians who want to choose a healthier or vegetarian option without feeling like they are compromising.

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