Veganuary 2024 reached astronomical heights in its 10th year with an impressive global participation rate. As the world grapples with pressing environmental challenges, rising food prices and a growing awareness of the ethical implications of our food choices, Veganuary continues to inspire people worldwide to embrace plant-based living.
Let’s delve into the Veganuary 2024 campaign results and what they mean.
How is Veganuary participation measured?
In previous campaigns, we measured participation based on how many people signed up for our 31-day email series via our website. However, we know that this does not reflect the true number of participants. In 2024, we decided to change how we measure participation to capture the many ways people take part in the campaign.
We now offer support and guidance in multiple formats to help more people around the world participate in a way that suits their modern, ever-changing lifestyles. These formats include:
- 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
- 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
To reflect this, our participation figures will no longer be limited to email pledge sign-ups and will encompass everyone actively choosing to receive resources from Veganuary during the campaign.
How many people took part in Veganuary 2024?
Veganuary directly supported more than 1.8 million people to try vegan for a month with our free resources. This figure includes everyone who chose to receive resources from Veganuary during the 2024 campaign, including those who signed up for daily coaching emails, watched our daily coaching videos on YouTube, listened to the Veganuary podcast, followed our guidance on social media, and purchased the Official Veganuary Cookbook or our Vegan Kit for recipes and nutrition information.
But even this huge number is likely to be just a fraction of the people actually taking part in Veganuary around the world. As we learn from the success we’ve seen in the UK and expand to new countries, our priority is measuring global participation.
To better understand and measure participation around the world, we commissioned several YouGov surveys in our core campaign countries* to establish the percentage of people who report having taken part in Veganuary during the month. Based on these results and the current population estimates for each country, we calculated that roughly 25 million people worldwide chose to try vegan in January 2024.
Veganuary 2024 may have come to a close, but the momentum generated by the campaign shows no signs of slowing down. These participation figures show that people continue to embrace plant-based diets to mitigate climate change, spare animal lives and improve human health. Here’s to the next 10 years of Veganuary and growing this global movement!
You can find more details about the Veganuary 2024 campaign results and YouGov research here.
Read our full 2024 campaign review here.
Notes:
*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+)
