Has the popularity of vegan pastry stagnated or does it continue to grow?

Vegan pastry has long ceased to be a novelty and has become one of the most sought-after topics by many pastry professionals, some concerned about ethical and environmental issues, others simply needing to meet a growing consumer demand.

But after the pandemic, interest in this way of understanding pastry seems to have lost steam. It is time to ask four chefs about its health status and about the possibilities of this trend increasing.

Jordi Bordas: “Plant-based pastries represent a business opportunity”

In addition to being the creator of the highly innovative formulation method B Concept, Jordi Bordas is the promoter of a way of understanding pastry that takes into account its effects on health and the commitment to lighter ingredients, preferably of plant origin.

For the Spanish chef, incorporating 100% plant-based and gluten-free ingredients into a conventional offering is not only necessary in terms of health and care for the planet, but also represents a business opportunity. “The industry is fully committed to plant-based ingredients, but not so much to meet the demand of the vegan segment as for sustainability reasons. It’s more economical and sustainable. The industry has the ability to analyze what will come in a few years, and thus aligns its product. They are betting on fibers because they know that the market trend is going in that direction, that the consumer is increasingly more informed. There will definitely be a change, without saying that classic products will disappear. But there will be a diversification that is already here and will continue to grow.”

Marike Van Beurden: “There is a rejection of the vegan label”

Marike Van Beurden is behind one of the ingredients that has been most successful in the effort to adapt classic pastry formulations to a plant-based diet: Be Better plant-based butter, a product that was launched in the middle of the pandemic and is now being fully implemented in the sector. To do so, it has been necessary to overcome the skepticism of a majority of professionals who saw everything vegan as a loss of quality in the pastry offering.

The Dutch chef is convinced that the popularity of vegan pastries continues to grow “for different reasons. Some people look at the issue of allergies. Or there are those who are using plant-based products and don’t mention it because they realize the flavor is much more intense, and that it is a product for everyone, it’s more inclusive.” However, “there is a rejection of the label, especially if it says ‘vegan.’ Many people believe it can’t be delicious; they associate it with old, poor-quality products.

Pierre Hermé: “The growth of vegan pastry is discreet, although the tasting experience is surprising”

Some will say that he was the last to jump on the vegan pastry bandwagon, but Pierre Hermé has certainly done so with full conviction, presenting a monographic book in which he expresses his gourmand philosophy of products being made only with plant ingredients.

According to Hermé, this is a pastry that is yet to be written, there are no rules, and that is why he considers it an interesting time, and one of great freedom. “Currently, vegan pastry is experiencing discreet growth in response to a still timid demand. However, sometimes the result is even better than that of traditional pastry. I myself have been surprised to discover, during tastings, infinitely delicious results of evanescent textures and flavors.”

Gabriele Riva: “Vegan and vegetarian options have become essential, which is a challenge for pastry chefs”

Gabriele Riva (LESS, Tokyo), as we could see at so good.. magazine 33, has been studying and researching all types of alternative plant-based diets for over 20 years: vegetarianism, veganism, raw food, macrobiotics, and Ayurvedic medicine. However, rather than strictly adhering to one of these philosophies, she takes an inclusive approach, combining ideas from these different schools of thought.

“The early 2000s marked a turning point in the restaurant industry, as dietary preferences and allergies gained importance in the development of fine-dining menus. Vegan and vegetarian options became essential, presenting new challenges, especially for pastry chefs who had to adapt recipes to meet gluten-free, dairy-free, and other alternative dietary requirements. Adhering to various dietary philosophies has refined my ability to balance flavor and texture while incorporating new ingredients and methodologies.”