[kuschku]

> I am wondering if that is because the population as a whole goes vegan/vegetarian (which I doubt)

The truth is actually somewhat close to that – not everyone goes vegetarian, but the vast majority of young adults are replacing some (not all) of the meat in their diet with replacement products.

Rügenwalder isn't the only company seeing such growth, though. Nestlé (Garden Gourmet) and Iglo are seeing similar growth.