No matter where you stand on meat analogues, it’s been hard to miss the latest news that scientists at the University of Missouri have come up with a soy-based product that very closely imitates chicken flesh. This latest food breakthrough is featured in the upcoming issue of Time Magazine, which touts that this is the “first soy product that not only can be flavored to taste like chicken but also breaks apart in your mouth the way chicken does: not too soft, not too hard, but with that ineffable chew of real flesh.”

A newly published survey of nearly 6,000 vegetarians from the United Kingdom estimates that vegetarians make up about 6% of the adult U.K. population. Moreover, “lapsed vegetarians” (those who tried the diet and moved away) make up about one-tenth of the U.K. population.

While survey after survey shows growing consumer interest and demand in vegetarian food options, you don’t need to be a market researcher to know that “veg” is in. In fact, all you need to do is scan through the most recent headlines to see for yourself how vegetarianism and veganism are becoming an intrinsic part of the American lifestyle.

The results of a new study from Context Marketing show that ethical foods represent quality and safety to American consumers. Broadly defined as foods that are produced with conscious regard to environmental protection, high quality and safety standards, and animal welfare, nearly seven out of ten consumers are willing to pay more for foods produced according to these higher ethical standards. According to 91% of consumers, among other things, “ethical foods” avoid the inhumane treatment of animals.

Health and food safety continue to be important issues and a newly published poll by Harris Interactive shows notable consumer concern and potential sales backlash regarding the safety of fresh food items, including especially meat, poultry, and seafood products. This is yet another factor that could motivate consumers to become more interested in vegetarian foods.