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, over a thousand 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 year marks the fourth consecutive year Deliveroo has partnered with Veganuary, and it’s been the biggest to date with an incredible 23,600 restaurants and grocers participating. We’re delighted to see the continuous development of the plant-based space, particularly across grocers, which saw a 14% year-on-year increase in demand for orders containing vegan items in January. As customers’ interest in plant-based and expectations around selection and value increases, we expect brands offering new launches, vegan meal deals, and promotions to extend these beyond Veganuary.”
“Veganuary 2023 has been a busy time for Asda Own Brand, as we launched over 80 new products in-store and online with our new vegan ranges OMV! and Plant Based by Asda. It’s great to see that customers are loving the brands and sharing their favourite products on social media. In particular the OMV! Vegan No Prawn Cocktail Sandwich and Plant Based by Asda Chickenless Tikka & Onion Bhaji Wrap received overwhelmingly positive advocacy on social media channels, which showed in sales, as our Vegan Food To Go lines performed over +200% year-on-year.”
“OMG! Wow, what a January we have had with Unconventional…+112% sales versus Veganuary 2022. We had stellar gains and interactions across our socials with Instagram leading the charge at +395%. Rave reviews have flooded our inbox which confirms our taste mission is delivering!”
“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.”
“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.”
78% of participants intend to either stay vegan or reduce animal products in their diet by at least 50%
90% of those participants who aren’t committing to stay vegan are likely to try vegan again
Almost half of participants told us they saw health improvements after just 31 days
Over 6,800 international media stories featured Veganuary during our 2023 campaign
$91 billion is the estimated worth of the global vegan food industry by the year 2027
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.
Donations from businesses help Veganuary create a positive difference for people, animals and the planet. To make a donation on behalf of a company, please use the bank details below.
Account name: Veganuary
Sort code: 40-47-31
Account number: 44868412
We’d be grateful if you could then email email@example.com to let us know that you have made an unrestricted donation, and providing any relevant details about the nature of the donation (e.g. if you are contributing a percentage of the sale price of a product or menu item).
If you would like to discuss making a donation, please email firstname.lastname@example.org
If you are a business enquiring please email email@example.com
We look forward to hearing from you!
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