Veganuary 2021 saves over 2 million animals in just one month

4th March 2021 – Veganuary, the global organisation encouraging people to try vegan in January and beyond, has today released its 2021 campaign review. Highlights from the report include:

  • More than 582,000 people signed-up from 209 countries and territories
  • Together they spared more than 2 million animals from suffering in just one month*
  • 825 new vegan products and menu options were launched during January
  • More than 1500 international media stories were published about Veganuary
  • Veganuary’s social media channels had a combined reach of 224 million
  • More than 17.6 million support emails were sent to Veganuary participants

The full campaign review is available here.

While over half a million people officially signed-up with Veganuary globally, YouGov data shows that one in twenty Britons (5%) attempted to go vegan in January. This means around three million people in Britain tried vegan this January as a result of the ‘Veganuary Effect’.

A Kantar study** conducted last month found that half of Britons who tried vegan in January 2021 plan on continuing with diet changes by either adopting a fully vegan or vegetarian diet, or introducing plant-based substitutes into their diet. Based on YouGov’s data, this equates to around 1.5 million people in Britain adopting a more plant-based diet as a result of the ‘Veganuary Effect’.

Commenting on the incredible impact of Veganuary’s 2021 campaign, Ria Rehberg, Veganuary’s CEO, says:

“This year, more than ever, I feel that another world is possible. A world where plant-based food is the mainstream choice, where the word vegan is associated with something positive and desirable, where major food companies are investing millions to switch to more sustainable animal-free options and are telling the world that this is the food of the future – and the food of today. A world where vegan products are easily accessible to everyone everywhere, omnipresent in supermarkets, restaurants and in cafeterias. This January gave us a glimpse of what is possible.”

Media contact

Toni Vernelli, International Head of Communications, Veganuary

T: 07505 866 548

E: [email protected]


*Based on the Vegan Society’s Veganalyser calculator and Veganuary participant data including geographical location and pre-pledge diet

**A LinkQ study on Worldpanel plus conducted by Kantar in February 2021

Find out more about what Veganuary is here.

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part. Will you join them?