A total of 3% (approximately 1.8m) of adults actively identify themselves as vegetarians. The Vegetarian Society suggests that the amount of "occasional veggies" or "meat reducers" – diners opting for meat free options when eating out – could be as high as 5%, and is predicted to rise creating a potential £700m marketplace as health and variety of choice become key factors in the out-of-home dining experience. Although research from Mintel has suggested that meat-free food has suffered from a consumer perception of being bland and boring. John McKears, foodservice sales manager from Jus-Rol Professional, commented: "We are in an era where a growing number of consumers – not just vegetarians – are making a lifestyle choice and looking to reduce their meat intake. "Gone are the days where caterers could simply provide a standard 'default 'vegetarian option. This research proves that there is a captive audience out there actively searching out more exciting meat-free dishes. This is an important change in UK dining habits and the modern menu needs to reflect this. "Jus-Rol Pastry is suitable for vegetarians and also makes the perfect base for a host of vegetarian dishes, ideal for inspiring menus and answering the consumer call for more meat-free fare. "Jus-Rol recognises the challenge many caterers face when it comes to creating vegetarian dishes, and offers a simple solution to unlocking a world of kitchen creativity. With National Vegetarian Week fast approaching, there has never been a better time to enliven your menus." National Vegetarian Week is taking place between 21 - 27 May.