Healthy is big for both consumers and vegetarian food manufacturers, and while previous studies have found that nutritional information can impact consumer choices, this new research finds that convenience also helps seal the deal. In a study from Carnegie Mellon University, researchers found that making healthier food choices more convenient for consumers to find will encourage them to make healthier choices.

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.

The modern history of Meatless Monday as a public health campaign has taken the meat-reducing agenda to new heights. Now an international health movement to encourage consumers to go one meat-free day per week for better health and a better environment, Meatless Monday is making in-roads onto dining tables everywhere… in schools, restaurants, and in homes.

Selling vegetarian in today’s market doesn’t mean just selling to vegetarians, it simply means selling vegetarian. Case in point — the number of vegetarians has remained relatively stable in recent years, but the number of meat reducing consumers has increased steadily. Therefore, in order for vegetarian businesses to grow, they must appeal to the larger group of meat reducing consumers who are moving closer toward a vegetarian diet with every meal.

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.