On January 18, after almost a decade, beloved vegetarian restaurant Moreish will close its doors in Mankhool, Dubai. This follows a slow but growing trend, as dedicated plant-based eateries close and vegan options are removed from menus across the UAE.
After several years of veganism increasing in popularity, it appears, at least on the surface, that the animal-free diet is now trending downwards.
There are no statistics on the number of vegans in the UAE to prove or disprove this, but we do know that within the years 2000 and 2022, the UAE's per capita meat consumption was at its lowest between 2010 and 2017, with an upwards trajectory since. We know local Google searches for 'vegan' have lowered in volume in recent years, and 'Veganuary' searches have shown a steady decrease since 2020. We know industry insiders are aware of the shift.
Nada ElBarshoumi, founder of UAE-based culinary consultancy Kinfoli, says the trend is clear – and there are probably a number of explanations, including the stigma attached to the word “vegan”.
When it comes to disappearing menus, “perception and labels are at the core of the issue,” she tells The National. “We know from menu psychology studies that words used to describe dishes on a menu have a significant impact on sales.
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