After 15 years of not eating meat, the past 1-2 years have been a golden era of vegetarian options in the grocery store, restaurants, and fast food. Based on anecdotes and my social circles, the number of people completely avoiding meat hasn't changed. But omnivores adopting a semi-veg lifestyle has increased. If I had to pick one thing, I'd say environmental concerns are the main reason my omnivore friends and colle…
To me, it's less about new products and more about people's tastes. People are eating very different things now because of new popularity in some cuisines (Indian, Thai, and Mexican come to mind) and the popularity of "superfoods" (Avocado, Acai berry... ever notice there are never any animal-based superfoods?).
In my circles it's tallow, A2 milk, and beef liver that are huge in popularity but I agree mainstream goes for coconut water, oat milk, etc. Those are a function of big ag ad dollars I imagine, more than decisive tastes or the actual super-ness of any food.