It’s interesting that alternative meat consumption in the U.S. is struggling but taking off in Europe. One thing I noticed after moving to the UK: alternative milk is normalized here. Like, it’s so common to avoid milk that if you order coffee without specifying, you will be asked what kind of milk you want.
PS: I'm a lazy vegetarian who will eat a real burger every few months. When vegan parm and swiss cheese get as good as the real stuff, then I'd go vegan.