That's partially because new brands like Beyond Meat have captive audiences on social media platforms like Instagram, the study found.
Conversations about meat alternatives on Instagram have"grown significantly over the past two years," the analysts wrote.
This can be attributed in part to Beyond Meat's blockbuster initial public offering in May, BAML said. In addition, the social media traffic implies that"this trend is more sustainable than a fad." If the trend continues to grow, there's a sizeable market up for grabs in plant-based alternatives. Currently, the market is $14 billion in the US, andRestaurant operators can benefit from the market by converting"consumer curiosity" into traffic, the analysts said. There's a wide — and growing—
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