The 2024 campaign reached a monumental number of people, while working with companies to launch groundbreaking new products
(United States – February 2, 2024) – Veganuary, the global organization encouraging people to try vegan in January and beyond, directly supported more than 1.8 million people to try vegan for a month with its free resources. The organization expanded its global presence this year with a new official chapter opening in Spain, and even took to space as the Veganuary flag was sent up to the International Space Station, where it orbited the Earth 4,400 times – a historical first for a vegan campaign.
To enable people to participate in the campaign in ways that suit their lifestyle in an ever-changing world, Veganuary offers its support and guidance in multiple formats, including 31 daily coaching emails, which people sign up for on the website; a weekly podcast; a series of 31 daily coaching videos on YouTube; social media channels in English, German, Spanish, and Portuguese; as well as retail products including the brand new Official Veganuary Cookbook and the Vegan Kit – a card deck with everything you need to start exploring a vegan diet. Globally, more than 1.8 million people chose to actively receive Veganuary’s resources and support via one or more of these channels*.
But even this huge number is likely to be just a fraction of the people actually taking part in Veganuary. The organization has commissioned several YouGov surveys in their core campaign countries** to establish the percentage of people who report having taken part in Veganuary during January 2024. Based on these results and the current population estimates for each country, Veganuary has calculated that roughly 25 million people worldwide chose to try vegan this January. The campaign’s social media presence also continued to grow around the world with #Veganuary now having been viewed on TikTok more than 1.1 billion times.
Reflecting on the success of the 2024 campaign, Veganuary’s US Director, Sandra Hungate says: “This year marks our fifth US campaign, and it’s been incredible to see the number of brands, restaurants, institutions, and retailers engaging with Veganuary. Since the word about the negative impact of animal agriculture on health, the environment, and animals is spreading faster, an increasing number of people are rethinking the way they eat, and food companies are leveraging that momentum to become the new go-to brands for new vegan consumers.”
Veganuary 2024 saw huge brands join the campaign for the first time, including Hard Rock Cafe, which launched a vegan menu in its US locations and worldwide. Other exciting launches in the United States include Tofurky’s all-new plant-based Pepp’roni; Justin’s Chocolate Candy Pieces, in the flavors of Dark Chocolate Peanut and Dark Chocolate Peanut Butter; Oatly’s premiere Unsweetened Oatmilk and Super Basic Oatmilk; and many others. Veganuary 2024 was made possible in the US with the support of Beyond Meat ®, Greenleaf Foods (makers of Lightlife, Field Roast, and Chao), and Wicked Kitchen.
The restaurant chain &Pizza utilized Veganuary to connect with a wider audience, by launching a full-on Veganuary marketing campaign with new vegan menu items including Daring chicken, hosting a Veganuary kick-off event, and a creating special offer. Their Director of Culinary, Joseph Fahey reported: “At &pizza, we’ve long featured a plant-based mozzarella and sausage crumble, complemented by a variety of veggies. While we’ve always taken pride in being a go-to spot for delicious vegan pies, many potential fans were unaware of our existence, let alone our diverse plant-based offerings. Thanks to Veganuary, we’ve successfully elevated awareness of our vegan menu, attracting new customers and expanding our reach in the process!”
About Veganuary
Veganuary is a nonprofit organization that encourages people worldwide to try vegan for January and beyond. Since Veganuary launched its first pledge 10 years ago – in January 2014 – millions of people, coming from almost every country in the world, have officially taken part, with campaign hubs in Germany, USA, Brazil, Chile, Argentina, India, Spain and the UK. This New Year’s revolution has also been embraced by businesses, with hundreds of companies taking part in Veganuary last year, launching thousands of new vegan products and menu items. Veganuary is free to join, and people can sign up at veganuary.com.
MEDIA CONTACT:
Jessie Lingenfelter
Veganuary US Media
*This figure encompasses everyone actively choosing to receive resources from Veganuary during the 2024 campaign, including those who signed up for daily coaching emails or watched our daily coaching videos via Veganuary’s 31-day YouTube series, as well as Veganuary podcast listens; people who follow Veganuary’s guidance on social media and people who purchased the Official Veganuary Cookbook or our Vegan Kit for recipes and nutrition information.
**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+)
