Veganuary is focused on changing consumer behaviours and attitudes, while providing all the information and practical support required to make the transition to veganism as easy and as enjoyable as possible throughout the month.
Millions of people have registered to try vegan with us since we started in 2014, although data suggests that ten times more people actually participate and try vegan in January each year.
With so many more new vegans and flexitarians being created, we need businesses like yours to join us to shout about your new vegan product launches and offers so that new vegans and participants can find the best vegan options and have the best Veganuary experience.
Veganuary is the ideal opportunity post-Christmas to create a one-month campaign activation and focus on your vegan range. Last year, thousands of businesses took part in Veganuary, with most experiencing an increase in sales throughout the month. Veganuary is an incredible marketing tool that can help you successfully launch your new vegan range as well as sell more of your existing vegan range! As a charity, we want our participants to have a great Veganuary journey, so we’ve created this toolkit to help you effectively take part in the campaign and attract new customers.
The Veganuary Business Support Toolkit is a guide for businesses like yours to empower you to run your own successful Veganuary campaign. It contains everything you need to understand what Veganuary is and how you can get involved.
“This January the number of guests trying a vegan pizza has almost doubled! (compared to pre-Veganuary).”
“It’s our first year the Booking.com Transport Business Unit is getting involved with the Veganuary Workplace Challenge. It’s really exciting to see the interest and enthusiasm from our colleagues and the amazing support from the company and its leadership team!”
“I’m thrilled that we have been able to add a hot vegan item to our already robust vegan range which customers have gone crazy for this Veganuary. At Pret we’ve never seen a new product come in and shift our best sellers list, and to see it during a lockdown and in less than three weeks says a lot.”
“It’s been an incredible month for us and the plant-based category as a whole. During the first two weeks of January our sales were up 111% year-on-year…Not to mention, our partnerships with major brands, Pret, Leon and itsu which have seen a phenomenal response and are really testament to how mainstream plant-based eating has become. This has really set the tone for 2021 and we’re looking forward to an even bigger Veganuary next year.”
“Squeaky Bean sales are up 222% so far versus Veganuary 2020, and it has been heartening to see the growth of the plant-based category as a whole.”
“As someone who stepped up to the Veganuary challenge this year, I am happy to be part of this movement as it grows across Europe and beyond. For me, now, behind Veganuary there’s a bigger picture – and one which induces long-term action. It’s about really feeling the need of the consumer. That is why, this year I am promoting Veganuary across many of our categories and initiatives.”
“We’re delighted to be taking part in a Veganuary Workplace Challenge again, for the third consecutive year. We know that many of our people are looking for help to eat a more plant-based diet, that’s good for both nature and their health. Veganuary provides a great opportunity for us to showcase delicious dishes whilst highlighting the environmental impact of our dietary choices.”
“We’re on board with Veganuary! What a great way to inspire, support and encourage EY people to consider a plant-based diet. Considering meat and dairy free is one of the ways our individual choices can help in Building a Better Working World. I’m looking forward to the challenge!”
“Veganuary has had an incredible effect on our consumers, because you actually have supermarkets competing with each other now to have better lines of vegan products – whether that is their own white label products, or whether it is getting the best brands,”
85% of participants intend to either stay vegan or reduce animal products in their diet by at least 50%
93% of those participants who aren’t committing to stay vegan are likely to try vegan again
50% of participants told us they saw health improvements after just 31 days
1500 international media stories featured Veganuary during our 2021 camapign
£1.2 billion is the worth of the UK plant-based food category according to Kantar
Would you like a healthier and happier workplace? Sign your business up for the Veganuary Workplace Challenge and encourage everyone in your organisation to try vegan in January. We have all of the resources you need.