A new study from the research firm Mintel has found that meat-free alternatives are an especially popular topic in online discussions. Experts credit this burgeoning trend to a rise in the interest of ethical eating choices and personal wellness among consumers. “Among all meat alternative brands reviewed in Mintel’s recent Meat Alternatives report, there’s a strong sense of commitment to healthful and cruelty-free living that helps in fostering strong online communities,” says social analyst Gabi Lieberman. According to Mintel’s research, Twitter is an especially hot forum for meat-free dialogue, which the firm believes is due to the Meatless Monday hashtag.

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