{"id":55690,"date":"2026-02-26T14:26:34","date_gmt":"2026-02-26T13:26:34","guid":{"rendered":"https:\/\/horecamagazine.be\/sandwichs-vegetaux-vraie-tendance-ou-illusion-doffre\/"},"modified":"2026-02-26T15:11:47","modified_gmt":"2026-02-26T14:11:47","slug":"sandwichs-vegetaux-vraie-tendance-ou-illusion-doffre","status":"publish","type":"post","link":"https:\/\/horecamagazine.be\/fr\/sandwichs-vegetaux-vraie-tendance-ou-illusion-doffre\/","title":{"rendered":"Sandwichs v\u00e9g\u00e9taux : vraie tendance ou illusion d\u2019offre ?"},"content":{"rendered":"

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Le sandwich reste un pilier embl\u00e9matique du d\u00e9jeuner en Belgique. Rapide, pratique, ancr\u00e9 dans nos habitudes, notre culture. Mais ce pilier \u00e9volue. De plus en plus de consommateurs cherchent des alternatives v\u00e9g\u00e9tales, m\u00eame, et surtout, \u00e0 midi.<\/strong><\/p>\n

Mais les attentes \u00e9voluent vite. Selon les donn\u00e9es analys\u00e9es par ProVeg, pr\u00e8s de 30 % des Belges optent r\u00e9guli\u00e8rement ou exclusivement pour des alternatives v\u00e9g\u00e9tales, et 4 omnivores sur 10 souhaitent r\u00e9duire leur consommation de viande. Le midi, moment individuel par excellence, est une opportunit\u00e9 \u00e9vidente.<\/p>\n

Pourtant, l\u2019offre reste timide. Dans les principales cha\u00eenes analys\u00e9es, seuls 6,1 % des sandwichs sont enti\u00e8rement v\u00e9g\u00e9taliens et 15 % v\u00e9g\u00e9tariens. Et parmi ces derniers, 91 % contiennent du fromage, souvent produit avec de la pr\u00e9sure animale.<\/p>\n

Mais au-del\u00e0 des chiffres, l\u2019enjeu est ailleurs : ce n\u2019est pas seulement une question de pr\u00e9sence sur la carte, mais de d\u00e9sirabilit\u00e9.<\/p>\n

Le v\u00e9g\u00e9tal doit donner envie !<\/h2>\n

Le sandwich v\u00e9g\u00e9tal ne se vend pas parce qu\u2019il est \u201c\u00e9thique\u201d. Il se vend s\u2019il est gourmand. Le houmous \u201chealthy\u201d ne suffit plus. Les consommateurs attendent soit des classiques revisit\u00e9s (version v\u00e9g\u00e9tale d\u2019un best-seller), soit des recettes fortes en go\u00fbt.<\/p>\n

Quelques conseils concrets :<\/strong>
– travailler l\u2019umami (tomates s\u00e9ch\u00e9es, champignons grill\u00e9s, tofu fum\u00e9, olives)
– soigner les textures (falafels croustillants, oignons frits, noix)
– miser sur des sauces g\u00e9n\u00e9reuses et des \u00e9pices
– soigner le visuel (l\u00e9gumes grill\u00e9s, herbes fra\u00eeches, toppings color\u00e9s)<\/p>\n

Le menu engineering fait la diff\u00e9rence<\/h2>\n

Autre enseignement cl\u00e9 : la mani\u00e8re de nommer influence la vente.<\/p>\n

\u00c0 \u00e9viter :<\/strong>
– \u201cv\u00e9g\u00e9tarien\u201d ou \u201cvegan\u201d dans le nom
– des intitul\u00e9s vagues comme \u201csandwich sain\u201d
– des ingr\u00e9dients trop techniques<\/p>\n

\u00c0 privil\u00e9gier :<\/strong>
– un symbole discret (V)
– des mots \u00e9vocateurs de go\u00fbt et de texture : BBQ, fum\u00e9, croustillant, pesto, curry
– une int\u00e9gration au m\u00eame niveau que les autres sandwichs<\/p>\n

Rel\u00e9guer les options v\u00e9g\u00e9tales dans une section \u00e0 part r\u00e9duit leur visibilit\u00e9. Les placer en haut de carte ou les proposer comme \u201csandwich du jour\u201d augmente m\u00e9caniquement leur rotation.<\/p>\n

\"\"<\/strong><\/h2>\n

Et au-del\u00e0 du sandwich ?<\/h2>\n

Une offre coh\u00e9rente inclut aussi viennoiseries v\u00e9g\u00e9tales, lait d\u2019avoine pour le caf\u00e9, soupes ou paninis v\u00e9g\u00e9taliens. C\u00f4t\u00e9 prix, les options v\u00e9g\u00e9tales se situent globalement dans la m\u00eame fourchette que les autres.<\/p>\n

Le v\u00e9g\u00e9tal n\u2019est plus une niche militante. C\u2019est un indicateur de modernit\u00e9 et un levier commercial encore sous-exploit\u00e9.<\/p>\n

La question n\u2019est plus \u201cfaut-il en proposer ?\u201d Mais comment les rendre irr\u00e9sistibles. Et rentables.
Le Veggiebarom\u00e8tre 2024, une \u00e9tude iVOX men\u00e9e aupr\u00e8s de consommateurs belges pour le compte de ProVeg(*), r\u00e9v\u00e8le que 4 omnivores sur 10 souhaitent r\u00e9duire leur consommation de viande \u00e0 l\u2019avenir. La part de flexitariens est ainsi pass\u00e9e de 13 % \u00e0 26 % en dix ans. En y ajoutant les v\u00e9g\u00e9tariens et les v\u00e9g\u00e9taliens, ce sont 30 % des Belges qui optent aujourd\u2019hui r\u00e9guli\u00e8rement ou exclusivement pour des choix veggie ou vegan.<\/p>\n

(*) ProVeg est une organisation non gouvernementale (ONG) qui promeut l\u2019alimentation v\u00e9g\u00e9tale afin de r\u00e9duire l\u2019impact environnemental de l\u2019alimentation, am\u00e9liorer la sant\u00e9 publique et diminuer la souffrance animale.<\/em><\/p>\n

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(Laura Krsmanovic)<\/span><\/p>\n

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Le sandwich reste un pilier embl\u00e9matique du d\u00e9jeuner en Belgique. Rapide, pratique, ancr\u00e9 dans nos habitudes, notre culture. Mais ce pilier \u00e9volue. De plus en plus de consommateurs cherchent des alternatives v\u00e9g\u00e9tales, m\u00eame, et surtout, \u00e0 midi. Mais les attentes \u00e9voluent vite. Selon les donn\u00e9es analys\u00e9es par ProVeg, pr\u00e8s de 30 % des Belges optent […]<\/p>\n","protected":false},"author":5,"featured_media":55679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"pgc_sgb_lightbox_settings":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[41],"tags":[],"class_list":["post-55690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nSandwichs v\u00e9g\u00e9taux : vraie tendance ou illusion d\u2019offre ? | Horeca Magazine<\/title>\n<meta name=\"description\" content=\"Horeca Magazine | Sandwichs v\u00e9g\u00e9taux : vraie tendance ou illusion d\u2019offre ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/horecamagazine.be\/fr\/sandwichs-vegetaux-vraie-tendance-ou-illusion-doffre\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sandwichs v\u00e9g\u00e9taux : vraie tendance ou illusion d\u2019offre ? 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