As Veganuary 2022 launches, new survey shows that nearly one-third of Americans plan to eat more vegan/plant-based foods in the new year

The UK-based nonprofit returns to the US for its third year anticipating record sign-ups following 580,000 pledges worldwide in Veganuary 2021 

(United States – December 9, 2021) – A new survey conducted by YouGov indicates that nearly one-third (32%) of Americans plan to eat more plant-based/vegan foods in the new year. Veganuary, the global movement that encourages people to go vegan in January and beyond, is creating a new wave of consumers and shoppers with a big appetite in 2022. The recent YouGov survey* also indicates that 30% of Americans say their perceptions of a plant-based/vegan diet have changed for the better in the last two years, since Veganuary’s initial launch in the United States. 

In January 2021, more than 582,000 people signed up to take part in Veganuary, compared to 400,000 in 2020 – with the United States ranking number two in terms of sign-ups per country. Today, Veganuary is launching its 2022 campaign and anticipating record sign-ups for the month-long pledge where people try vegan to help build a better future.  

Veganuary’s US Director, Wendy Matthews, says: “As more Americans become aware of the incredible influence our food choices have on our day-to-day wellbeing and the health of our planet, attitudes towards eating vegan are changing. And while shifting our diets may seem daunting, signing up to Veganuary makes it much easier as our free pledge is filled all of the tools and resources you need to make it fun and easy.”  

According to the same YouGov survey, 31% of Americans are interested in eating a fully plant-based/vegan diet but have certain reservations, with the top concerns being that they don’t think they could stick with it (13%), have concerns about affordability (10%), and want meal plans and recipes (9%). Veganuary is uniquely positioned to mitigate these concerns by offering all pledge participants a free celebrity e-cookbook and the Official Veganuary Starter Kit as well as daily recipes, nutrition trackers, meal plans, tips on eating out and ongoing support through a 31-day email series during their pledge month. Additionally, Veganuary works closely with retailers, restaurants, and brands to create special offers, new product launches, and discounts throughout the month that participants can take advantage of. Major national and regional brands, retailers, and restaurants will join Veganuary by offering promotions, giveaways, and special menu items, while creating specialized marketing campaigns for plant-based products. 

This year’s campaign launch follows on the heels of COP26’s failure to address animal agriculture’s contribution to the climate crisis, as the organization urges people to take climate action into their own hands and try vegan this January. The urgent call to action marks the launch of Veganuary’s 2022 campaign and continued international expansion with India joining the US, UK, Germany, Chile, Brazil, and Argentina as campaign hubs. 

Veganuary is supported worldwide by environmentalists, athletes, medical professionals, and celebrities. The free 2022 Celebrity Cookbook sent to all participants includes contributions from Venus WilliamsJane GoodallBryan AdamsMayim Bialik, and NYC Mayor Eric Adams.   

Los Angeles Laker and Veganuary supporter DeAndre Jordan says, “What you put in your body has a huge impact on your overall well-being. Luckily, eating plant-based is much simpler than people think. Find out for yourself this January.” 

About Veganuary 

Veganuary is a non-profit organization that encourages people worldwide to try vegan for January and beyond. It was founded in the UK in 2014 and since then more than 1 million people have taken the 31-day plant-based pledge to help the planet, reduce animal suffering, and to benefit people, too. This New Year’s revolution has also been embraced by businesses, with restaurants, retailers, and brands around the world launching and promoting new vegan products and menu items for January. 


Jessie Lingenfelter 
Veganuary US Media 
[email protected]  

Notes: *All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1296 adults. Fieldwork was undertaken between 8th – 9th December 2021.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). 

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