March 13, 2024 – Veganuary, the global organization encouraging people to try vegan in January and beyond, has today released its 2024 campaign review revealing its phenomenal global impact. Highlights include:
- A mind-blowing 25 million people gave up animal products during January globally based on YouGov surveys* in Veganuary’s core campaign countries and population estimates for those countries
- At least 2,100 new vegan products and menu options were launched globally during January – the largest number yet
- A record-breaking 300 businesses and organizations took part in the Workplace Challenge around the world, including Salesforce, City of San Antonio, DocuSign, Claire’s Accessories, Stanford Healthcare, and many more
- More than 10,000 international media mentions of Veganuary including on KOIN in Portland, NBC4 in Washington DC, CNN, The Baltimore Sun, AdWeek, and Today.com
The full campaign report is available here.
Read more about the Veganuary 2024 campaign results in our blog.
Commenting on the incredible impact of Veganuary’s 2024 campaign, Ria Rehberg, Veganuary’s CEO, says:
“Ten years after our founders Jane Land and Matthew Glover started Veganuary at their kitchen table in York, UK, the world is a very different place. And while certain UK media outlets have opted for clickbait headlines questioning whether the vegan ‘boom’ has bust, we saw another massive uptake of the global Veganuary campaign in January 2024.
Not only has veganism become mainstream in several of our focus countries (UK and Germany), plant-based eating has become so normalized in many countries that people often participate in Veganuary by simply eating vegan for the month of January – without the need for daily guidance and advice through our email or video series.
To capture the wider number of people embracing positive dietary change, we commissioned YouGov surveys in several of our core campaign countries to establish the percentage of people who report taking part in Veganuary during January 2024. Based on these results and the current population estimates for each country, we have calculated that roughly 25 million people worldwide chose to try vegan this January.
My heart sings when I think how many animal lives saved this equates to, paired with positive impacts on the environment and health. We know many of our past participants report either sticking to a vegan diet or reducing animal products going forward, further multiplying the positive impact on the world.
Our 2024 Campaign in review report aims to provide further insights into this year’s campaign and showcase the growth of veganism in our different focus countries. It is thanks to our donors, supporters, sponsors and partner organizations that Veganuary has been able to become a global movement driving a worldwide shift towards plant-based foods.”
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*Surveys were conducted by YouGov PLC in:
UK – Total sample size 2292 adults. Fieldwork was undertaken between 26-29 January 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+)
US – Total sample size 2354 adults. Fieldwork was undertaken between 23-26 January 2024. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+)
Germany – Total sample size 2120 adults. Fieldwork was undertaken between 22-24 January 2024. The survey was carried out online. The figures have been weighted and are representative of all German adults (aged 18+)
Italy – Total sample size 2063 adults. Fieldwork was undertaken between 18-21 January 2024. The survey was carried out online. The figures have been weighted and are representative of all Italy adults (aged 18+)
Spain – Total sample size 2199 adults. Fieldwork was undertaken between 18-24 January 2024. The survey was carried out online. The figures have been weighted and are representative of all Spain adults (aged 18+)
France – Total sample size 2101 adults. Fieldwork was undertaken between 22-24 January 2024. The survey was carried out online. The figures have been weighted and are representative of all France adults (aged 18+)
Austria – Total sample size 2000 adults. Fieldwork was undertaken between 16-29 January 2024. The survey was carried out online. The figures have been weighted and are representative of all Austria adults (aged 18+)
Switzerland – Total sample size 2004 adults. Fieldwork was undertaken between 16-30 January 2024. The survey was carried out online. The figures have been weighted and are representative of all Switzerland adults (aged 18+)
Chile – Total sample size 1000 adults. Fieldwork was undertaken between 23-26 January 2024. The survey was carried out online. The figures have been weighted and are representative of all Chile adults (aged 18+)
Notes to editors
Veganuary isn’t just for January! People can sign up any time of the year at veganuary.com to receive our Celebrity eCookbook, One-Pot Meal Plan, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, more meal plans and helpful advice. All for FREE!
A press pack with more stats, celebrity quotes and links to general Veganuary images can be downloaded here.
