Piglet next to text which reads, “Try vegan this month. . .  Veganuary.”



Why is Veganuary participation growing? Are the results enduring?

After the indulgences and hedonism of festivities, many embark on New Year’s resolutions: gratitude journalling, Dry January, and, once again, dusting off those neglected jogging bottoms and enrolling in gym memberships.

One resolution shown to be having a lasting impact is Veganuary. Since it launched in 2014, more than 1.3 million people from 192 countries have signed up for the challenge.

“Thousands more took part unofficially - via social media, work teams, and friendship groups” - but for surveying and reporting, Veganuary refers to people who signed up to the website and received tailor-made support packages.

What is Veganuary?

Veganuary is a non-profit organisation founded by Matthew Glover and Jane Land (pictured below), which encourages and supports people worldwide to try veganism in January; aiming to create a vegan world where food production does not harm animals, the environment, or human health. 

Asking people to try a month of veganism makes the task less daunting; it provides a great opportunity to experience how easy it is to swap animal products for plant-based ones, all within a supportive community.

Founders of Veganuary, Michael Glover and Jane Land, crouching outside next to a dog.


Growing and growing

Each year, there is an increase in people signing up for Veganuary: 2015 saw 12,800 people take part, which leapt to 250,310 in 2019, and astoundingly more than 700,000 officially signed up in 2023

One reason for the growth of Veganuary is the increasing awareness of the benefits of a plant-based diet, both for individuals and the planet. 

Many people who try Veganuary report feeling healthier, happier, and more energetic. They also discover new and delicious foods, recipes, and products that make vegan eating easy and enjoyable. 

Another reason for the growth of Veganuary is the influence of celebrities, media, and social movements that promote veganism as a positive and ethical choice. 

Veganuary has many ambassadors who share their stories and inspire others to join, such as Joaquin Phoenix, Billie Eilish, DeAndre Jordan, Laura Clery, Alicia Silverstone, Evanna Lynch, and many more.

Veganuary also features in thousands of media stories every year, reaching millions of people with its message. It is part of a larger movement for social justice, animal rights, and environmental protection that attracts people who want to make a difference.

Veganuary Ambassador, Evanna Lynch, wearing a t-shirt with the Veganuary logo on.


But does Veganuary have lasting results? 

A study in 2022 examined how supermarket intervention during Veganuary affected sales of plant-based and meat products:

• Plant-based products were made more visible, accessible, affordable and available, resulting in significantly increased plant-based sales (57%) during the intervention for Veganuary. 

• Plant-based product sales decreased post-intervention but remained 15% higher than pre-intervention. 

• Additionally, the study found an increase in plant-based sales was greatest at superstores in ‘below-average affluence areas’.

Cambridge University investigated how Veganuary influenced the sales of plant-based meals in workplace cafeterias from 2019 to 2022 and found that Veganuary increased the sales of vegan and vegetarian meals, and “the effects of the 2020 and 2021 campaigns were still present - at approximately one-third of their initial magnitude - one year following the campaigns”.

Not only does Veganuary support participants throughout the challenge, but they also invite people to take part in surveys after the event to gain insights. 

Results from a six-month follow-up survey of Veganuary 2023 participants (6,967 responded) show the long-lasting effects of the one-month pledge, including: 

• 28% are still eating a fully vegan diet. 

• 36% are eating at least 75% less meat and other animal products than pre-Veganuary.

• 16% are eating at least 50% less meat and other animal products than pre-Veganuary.

• 96% of those who are not fully vegan said they’re likely to try a vegan diet again.

Veganuary’s ‘Vote for Veggies’ 2024 Veganuary campaign


Ripple effect

Veganuary has a ripple effect on the food industry, creating a demand for more vegan options in shops and restaurants. Every year, hundreds of new vegan products and menus are launched for Veganuary and beyond, making it easier for consumers to find and enjoy plant-based foods. 

Veganuary is growing because it allows people to try something new, improve their health, protect the environment, and save animals. It also has lasting results because it helps people change their habits, influences the food market, and contributes to a global movement for a better world. 

If you want to take part or want to help support friends and family, colleagues and neighbours, sign up and share the link

Why stop at January? Find out how every month can be Veganuary. Also we sat down with Veganuary co-founder Matthew Glover to discuss investing in a vegan future.

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