26th March 2024 – Veganuary, the global organisation encouraging people to try vegan in January and beyond, has today released the results from its 2024 participant survey* – the only survey that polls people who received Veganuary’s tailored 31-day email support. The results show that most respondents (82%) plan to make significant permanent diet changes after participating.
Here’s what Veganuary 2024 participants revealed about themselves:
- After receiving their 31 days of emails, almost half (42%) said animals were their number one motivation for trying vegan, followed by personal health (22%) and the environment (16%). Other reasons included for a change/challenge/curiosity (9%), global health (7%) and for a friend/partner/family member (3%)
- Half (52%) were still eating meat and/or fish when they signed up to take part, 29% were vegetarian and 19% were vegan
This is what respondents said about their diet after completing Veganuary.
In total, 82% of participants who were not already vegan when they signed up will permanently change their diet. This includes:
- Nearly one-third (30%) of those who were not already vegan before Veganuary plan to stay vegan at the end of their pledge
- Around three-quarters (74%) of those not staying vegan plan to at least halve their intake of animal products going forward and 73% are very/extremely likely to try vegan again in the future
And how they felt about their Veganuary experience:
- The number one reason people decided to stay vegan is that they learned more about veganism (24%), followed by improved health (20%) and finding it easier than expected (17%)
- Around half saw some improvement to their overall health (48%), with increased energy (47%), improved mood (48%), better skin (38%) and desired change in body weight (35%) being the most common benefits
- Ninety-eight percent would recommend Veganuary to a friend or family member
Participants receiving our support emails in English** were also asked whether Veganuary impacted their fruit and vegetable consumption:
- 69% ate more fruit & veg during their Veganuary pledge than before
- 14% tried a new fruit or veg for the first time during Veganuary
- Broccoli was crowned ‘favourite fruit or veg’ by respondents, followed by bananas, potatoes, avocados and mushrooms
The Official Veganuary 2024 Survey Results can be viewed in more detail here.
Commenting on the results, Veganuary’s International Head of Communications, Toni Vernelli, said: “These incredible results show that Veganuary is so much more than a one-month pledge as taking part leads to lasting diet change for most participants. With 82% of our 2024 participants planning to at least halve their intake of animal products permanently – including nearly one-third who plan to stay fully vegan, Veganuary really is driving positive change for animals, people and the planet.”
She added: “We work very hard to equip our participants with as much useful advice, delicious recipes and friendly support as possible when they opt to receive our 31 daily emails, so it’s very rewarding to know that 98% would recommend Veganuary to others! This figure has been consistent for many years, demonstrating the value of Veganuary’s work in making plant-based eating easy and accessible for everyone.”
Notes
*The survey was sent to participants who opted to receive Veganuary’s support through our 31-day tailored email series. At the end of the 31 days, we asked them about their experience. 18,129 people responded.
** These questions were sent to a subset of the participants who received their 31 support emails in English. 2,107 people responded.
Contact:
Toni Vernelli, International Head of Communications
07505 866 548
