10 March 2026 – Veganuary, the global non-profit campaign encouraging people to try vegan in January and beyond, has today released its 2026 campaign review, revealing another year of significant international impact. Highlights from this year’s campaign include:
- A record-breaking 30 million people* worldwide chose to try vegan this January as part of Veganuary (based on participation surveys we commissioned in our core countries and population data for those countries)
- At least 1,187 new products and menu items launched for Veganuary 2026 globally
- 276 organisations took part in the Workplace Challenge around the world, including NHS Trusts, media companies, councils, universities and major businesses across multiple countries
- Veganuary’s social media content was seen 157 million times
- Official Veganuary campaigns launched in Iceland and Ireland in partnership with local organisations
This year’s campaign raised the bar in reaching diverse audiences around the world. In Germany, the media reported a shortage of tofu in supermarkets linked to Veganuary’s popularity. In the US, celebrity supporters including Stranger Things star Matthew Modine helped bring Veganuary into the cultural spotlight.
In India, the first ever Hindi-language pledge series engaged over 30,000 participants, while across Latin America, outdoor advertising and collaborations with brands such as Uber Eats increased the visibility and accessibility of plant-based options.
Partner organisations from France and Italy to Malaysia and Singapore extended the campaign’s reach, ensuring Veganuary remains culturally relevant and authentic in every context. What began as an idea at a kitchen table in York in 2014 has grown into a movement spanning 20 countries, making Veganuary a truly global initiative.
Commenting on the success of the campaign, Wendy Matthews, Veganuary’s CEO, says:
“While there’s been plenty of speculation in the media about interest in vegan fading, the millions of people choosing kindness this Veganuary, for themselves, for animals and for the planet, tell a very different story. It’s a powerful reminder that conscious food choices are not a passing trend but part of a lasting cultural shift. Every step matters, whether it’s trying a new recipe or exploring a plant-based menu. Together, these choices are creating a tide of change that continues to grow.”
Read the full Veganuary 2026 Campaign Review.
*Survey details are as follows:
All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 13,529 adults across France, Italy, Spain, Austria, Brazil, Canada, Switzerland, Chile, the UK, Germany, and Ireland. Fieldwork was undertaken between 20 and 29 January 2026. The survey was carried out online. Each country sample has been weighted individually to be representative of the adult population (aged 18+) within that country. Population estimates referenced alongside the survey data were analysed independently by Veganuary, using third-party population sources.
US fieldwork was undertaken between 14-22 January 2026 by Wakefield Research using an email invitation and an online survey. Total sample size 2000 adults. The data has been weighted to ensure an accurate representation of nationally representative U.S. adults (aged 18+).
Notes to editors
Veganuary is free to join, and people can take part at veganuary.com to receive our Celebrity eCookbook, Plant Protein eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, meal plans and helpful advice.
Since Veganuary launched its first pledge in January 2014, millions of people – coming from almost every country in the world – have taken part. It has truly become a global phenomenon.
Media contact
Wendy Matthews, CEO
