There is a pretty strong anti-vegetarianism sentiment where I'm from (the Southeast U.S.). I see it (as a vegetarian for almost 5 years now) when I visit the grocery store and, annoyingly, from my family. At the grocery store I am often asked "What, are you some kind of vegetarian or something?" when I buy tofu, tempeh, lots of vegetables, and no meat products. And when I say yes, people are often flabbergasted. "I c…
Its just conformity. Try to change the topic to religion, anything other than vanilla Evangelical Protestant Christian, and see how much they like it. Or, "I don't like large pickup trucks/SUVs".
(edited to add, tell them their prices are too high, if you want to tweak them back. I'm not a vegan but our family has a relationship with an organic farmer who provides us with almost all the meat we eat (other than fish), so in the very rare event I get questioned at the market my trollish side often comes out and its sometimes pretty funny)