Launched in York in 2014, research shows Veganuary has helped millions of people change their diet
1st January 2023 – Veganuary, the global pledge to try vegan for 31 days, is today celebrating the tenth anniversary of its launch in January 2014 as new research from YouGov shows that nine per cent of Brits have taken the pledge at least once.
Some famous participants include rock legend Brian May, TV presenter Jasmine Harman, wildlife presenter Chris Packham, actor Peter Egan, ‘dragon’ Deborah Meaden and Eastender’s Kellie Bright.
A YouGov poll* released today has revealed:
- Nearly three-quarters (71%) of GB adults have heard of Veganuary
- Nine per cent of GB adults have ever participated in Veganuary, since our first pledge in January 2014. Based on the current GB population, Veganuary estimates this is approximately six million people**
- Fifty-three per cent of past participants have done Veganuary more than once, with 21% having done it four times or more – suggesting it is now a firm British tradition.
- Fifty-two per cent of past participants were still eating meat and/or fish when they took part for the first time, 31% were vegetarian, and 12% were vegan.
- In total, 85% of non-vegan past participants have reduced their consumption of animal products since doing Veganuary. After taking part in Veganuary, 23% of non-vegan participants became vegan, 43% reduced their animal product consumption by at least half (but not completely), and a further 20% reduced by between a quarter and a half.
- The majority of past participants cited animal welfare as a motivating factor for taking part (62%), followed by environmental reasons (54%), personal health (46%) and global health e.g. pandemics/antibiotic resistance (30%) (they were asked to choose all that applied)
- There has also been a marked increase in plant-based consumption among people who have not taken part in Veganuary, with 37% saying they eat more plant-based food now than 10 years ago.
Forged on a kitchen table in York by a husband-and-wife team, Veganuary has made newspaper and TV headlines around the world – from the front page of the Times to features in the Washington Post, New York Times, New Scientist and South China Morning Post as well as CNN, Sky News and BBC Breakfast.
Joaquin Phoenix, Joanna Lumley, Paul McCartney and Evanna Lynch have backed the campaign, which now has official chapters in seven countries and has attracted participants from every country except North Korea.
Jasmine Harman, who took part in the first-ever Veganuary in 2014, said: “I think I always knew Veganuary would blow up, and it would be huge, but seeing just how big it got and how quickly has been just phenomenal.” She added: “I feel very proud and privileged to have been with Veganuary from the start and to be one of their Ambassadors.”
Actor Evanna Lynch, who has been an Ambassador for the charity since 2017, said: “Veganuary has given veganism a positive brand makeover.” She added: “Every Veganuary, we have amazing new options in all the mainstream chain restaurants, and it’s showing people that all these choices are right there – you don’t have to sacrifice anything.”
The launch of Gregg’s vegan sausage roll for Veganuary 2019 sent Piers Morgan into meltdown; in 2020, KFC and Burger King joined in with the first fast-food Veganuary launches, and McDonald’s added its McPlant nationwide last Veganuary.
Thousands of vegan products and menu options have been launched worldwide during Veganuary to capitalise on the ever-increasing number of people taking on the pledge. Asda,Deliveroo, Bosh!, Cauldron and Tesco’s Wicked Kitchen discuss the widespread impact of Veganuary has had on Britain’s food landscape in this video.
