Veganuary-inspired sister campaign V-March to launch in China next month
(New York, NY – February 3th, 2025) Veganuary—the global organization encouraging people to try vegan in January and beyond—expanded its presence again this year with new campaigns in Canada, Peru, and Malaysia in collaboration with partner organizations in those countries. Globally, around 25.8 million people participated in Veganuary in January 2025. A new sister campaign, V-March, will bring the Veganuary concept to even more people when it launches next month in China.
Nationally representative surveys* were commissioned by Veganuary in 11 of its core campaign countries to establish the percentage of people who report having taken part in Veganuary during January 2025. Based on these results and the current population estimates for each country, Veganuary has calculated that roughly 25.8 million people worldwide chose to try vegan this January as part of Veganuary.
Veganuary 2025 saw hundreds of returning and new US brands, retailers, and restaurants celebrating with new plant-based products, menu items, campaigns, and specials, including The Kraft Heinz Not Company, Amy’s Kitchen, Voodoo Doughnuts, Pita Pit, Mellow Mushroom, and Rush bowls. Veganuary 2025 was made possible in the US with the support of Vitacost, Field Roast, and Lightlife.
Some additional 2025 highlights of Veganuary in the US were:
- The City of West Hollywood, CA announced a comprehensive Veganuary municipal program, reaching staff, residents, and businesses. Mayor Byers is announcing a Veganuary proclamation today.
- Several new US celebrities and athletes supported Veganuary this year, such as Woody and Laura Harrelson, comedian Preacher Lawson, WWE Hall of Fame Wrestler, Amy Dumas, and Author and Host of the 10% Happier Podcast, Dan Harris. Ongoing supporters, Maggie Baird and Richa Moorjani interviewed on the 3rd season of the Veganuary podcast.
- More than 50 NYC restaurants celebrated Veganuary this year.
- More municipalities and new employers in media, education, solar, and manufacturing joined the Veganuary Workplace Challenge this year, with over 40 US employers promoting Veganuary to their staff.
- An all-female team of international scientists, including several from the United States, took part in the Veganuary challenge on a climate-focused Antarctic expedition.
The Veganuary 2025 momentum isn’t over yet!
Mangchun Sanyue (茻春三月), roughly translated to Vegan Spring March or V-March for short, a sister campaign developed by China Vegan Society with the support of Veganuary’s global team, will launch on March 1st and run for 31 days. While Veganuary has inspired millions of people worldwide to explore the benefits of eating plant-based, with official campaigns already running in 20 countries, the traditional January challenge isn’t a perfect fit for every audience. In China, the timing of the Lunar New Year – falling between late January and early February – makes it a challenging season for lifestyle changes. The team at China Vegan Society conceptualized V-March as a fresh twist on Veganuary more tailored to the Chinese calendar. Over 50 businesses in China have already committed to being a part of the campaign by launching or promoting plant-based products, and many more are expected to join.
Jian Yi, Founder & CEO of China Vegan Society, shares his excitement about the campaign:
“China boasts extraordinary plant-centred culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today. Inspired by the amazing transformative power Veganuary has shown in changing people’s lifestyle for the better, we hope V-March will open up opportunities for people in China and others of Asian descent around the globe who observe the lunar New Year.”
A Long-Term Movement
Reflecting on the success of the 2025 campaign so far, Veganuary US Director, Sandra Hungate says: “It’s incredibly exciting to see the numbers of participants in January and to know that Veganuary isn’t just a one-month challenge anymore. Over a quarter of participants stayed vegan after Veganuary 2024 and the majority of Veganuary participants — 81% — said they have reduced the amount of animal products in their diets by at least half.” **
Top Tips to Keep Going
Experts at Veganuary share practical advice to help people eat plant-based beyond January:
- Set Realistic Goals: Instead of striving for perfection, focus on progress. Small changes, like swapping dairy milk for plant-based options or incorporating more veggie-packed meals, can make a big impact.
- Find Community: It’s always easier to stay motivated when surrounded by like-minded friends. Look for vegan meet-ups or plant-based food events near you!
- Visit an Animal Sanctuary: Connect with the animals you’re helping to save, by visiting or even volunteering at a farm sanctuary.
- Get Inspired: Influencers and celebrities like Mýa, Joaquin Phoenix, Billie Eilish, and Woody Harrelson advocate for plant-based living, showing how delicious and sustainable it can be.
- Lean on Plant-Based Swaps: Craving comfort foods? Try vegan versions of your favorites! Plant-based cheeses, meats, and desserts are widely available and taste better than ever.
- Stay Educated: Knowledge is power. Dive into documentaries, books, and podcasts about plant-based eating to stay motivated.
Resources to Keep You on Track
From meal plans to grocery lists and recipe inspiration, Veganuary’s website and social media offer year-round support for anyone looking to stay plant-based.
Take the first step beyond Veganuary today and join the growing movement toward a healthier, kinder, and more sustainable world.
For more tips and resources, visit Veganuary.com.
*Survey details are as follows:
UK – Total sample size was 2124 adults. Fieldwork was undertaken between 24th – 27th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all UK adults (aged 18+)
Germany – Total sample size was 2147 adults. Fieldwork was undertaken between 20th – 23rd January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all German adults (aged 18+)
Italy – Total sample size was 2060 adults. Fieldwork was undertaken between 21st – 25th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Italy adults (aged 18+)
Spain – Total sample size was 1083 adults. Fieldwork was undertaken between 21st – 24th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Spain adults (aged 18+)
France – Total sample size was 1040 adults. Fieldwork was undertaken between 20th – 26th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all France adults (aged 18+)
Austria – Total sample size was 1003 adults. Fieldwork was undertaken between 20th – 29th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Austria adults (aged 18+)
Switzerland – Total sample size was 1004 adults. Fieldwork was undertaken between 20th – 29th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Switzerland adults (aged 18+)
Chile – Total sample size was 1062 adults. Fieldwork was undertaken between 21st – 23rd January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Chile adults (aged 18+)
Canada – Total sample size was 1008 adults. Fieldwork was undertaken between 20th – 25th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Canada adults (aged 18+)
Brazil – Total sample size was 1002 adults. Fieldwork was undertaken between 16th – 24th January 2025. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all Brazil adults (aged 18+)
US – Total sample size 2000 adults. Fieldwork was undertaken between 14-23 January 2025 by Wakefield Research using an email invitation and an online survey. The figures have been weighted and are representative of all US adults (aged 18+)
** Source: Official Veganuary 2024 Six-Month Survey.About Veganuary:
Veganuary is free to join, and people can take part at veganuary.com to receive our Celebrity eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, meal plans and helpful advice. Since Veganuary launched its first pledge in January 2014 – millions of people, coming from almost every country in the world, have taken part. From humble beginnings on a kitchen table in Yorkshire, there are now official Veganuary campaigns in the UK, US, Germany, Chile, Argentina, India, Spain, Australia, Austria, Brazil, France, Greece, Italy, Malaysia, Mexico, Peru, Singapore, South Africa, Switzerland and Canada. It has truly become a global phenomenon. Veganuary is grateful for the support of its official Veganuary 2025 US sponsors Vitacost, Field Roast, and Lightlife.
MEDIA CONTACT
