18 March 2025 — Veganuary, the global organisation encouraging people to try vegan in January and beyond, has today released the results from its 2025 participant survey* – the only survey that polls people who received Veganuary’s tailored 31-day email support. The results show that most respondents (81%) plan to make significant permanent diet changes after participating.
Here’s what Veganuary 2025 participants revealed about themselves:
- After receiving their 31 days of emails, almost half (47%) said animals were their number one motivation for trying vegan, followed by personal health (20%) and the environment (14%). Other reasons included for a change/challenge/curiosity (7%), global health (6%) and for a friend/partner/family member (4%)
- Almost half (45%) were still eating meat and/or fish when they took part, 29% were vegetarian and 26% were vegan
This is what respondents said about their diet after completing Veganuary.
In total, 81% of participants who were not already vegan when they took part will permanently change their diet. This includes:
- Almost one-third (31%) of those who were not already vegan before Veganuary plan to stay vegan at the end of their pledge
- Around three-quarters (72%) of those not staying vegan plan to at least halve their intake of animal products going forward and 91% 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 (26%), followed by improved health (19%) and finding it easier than expected (19%)
- Almost half saw some improvement to their overall health (45%), with increased energy (44%), improved mood (46%), better skin (36%) and desired change in body weight (33%) being the most common benefits
- Ninety-eight percent would recommend Veganuary to a friend or family member
The Official Veganuary 2025 Survey Results can be viewed in more detail here.
Commenting on the results, Veganuary’s 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 81% of our 2025 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.”
*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. 10,818 people responded.
Notes to editors
Veganuary isn’t just for January! People can take part any time of the year at veganuary.com to receive our Celebrity eCookbook, One-Pot Meal Plan, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, more meal plans and helpful advice. All for FREE!
A press pack with more stats, celebrity quotes and links to general Veganuary images can be downloaded here.
Contact:
Toni Vernelli, Communications Specialist
07505 866 548
