Vegans are a people both widely admired and hated. That is the conclusion of a report earlier this week, one that found that shoppers who opt for meat alternatives elicit fear and contempt from others. According to researchers from the University of Vaasa in Finland, who interviewed 3,600 people from four European countries, including the UK, people who choose plant-based options are perceived as ‘worthy of admiration’, yet at the same time their vegan lifestyle also arouses feelings of ‘envy, fear, contempt and anger.