4 February 2026 – Veganuary, the global non-profit organisation encouraging people to try vegan in January and beyond, is celebrating a record-breaking campaign with around 30 million people worldwide taking part in Veganuary 2026.
Nationally representative surveys* were commissioned by Veganuary in twelve of its core campaign countries to establish the percentage of people who report having taken part in Veganuary during January 2026. Based on these results and the current population estimates for each country, Veganuary has calculated that roughly 30 million people worldwide chose to try vegan this January as part of Veganuary.
Returning for its twelfth year, the popular campaign made its presence known once again. A London Underground billboard caught commuters’ attention with the message “Same kindness, now to all kinds”, while celebrities championed the campaign’s positive, welcoming approach to diet change. TV presenters Kate Lawler and Kirsty Gallacher took on the 31-day challenge and beloved figures including Olivia Colman, Ainsley Harriott and Matthew Modine shared recipes and words of encouragement with participants.
Veganuary 2026 saw a wave of new options landing on supermarket shelves and restaurant menus across the UK. National chains such as Wagamama, Franco Manca and Wahaca introduced new Veganuary specials, while independent restaurants promoted dedicated Veganuary menus. Local businesses such as The Queen Inn, Aberglais Inn and East West Pizza reported a successful month, with plant-based options flying out of the kitchen.
Retailers also showed their support. Aldi’s new launches included salami-style Snackin’ Sticks and No Lamb and Mint Pies, and the Veganuary range was promoted in its Specialbuys magazine, distributed across more than 1,000 UK stores. Morrisons ran Veganuary activity both in-store and online and M&S rolled out a selection of new products, from Mushroom No-Meatballs and No Chicken Pieces to gut-friendly Coconut Kefir.
The Veganuary Workplace Challenge saw strong participation in the UK, including from several NHS Trusts. Clatterbridge Cancer Centre NHS Foundation Trust hosted a Veganuary myth-busting talk for staff, while King’s College Hospital NHS Foundation Trust served over 400 plant-based lunches. ITV also took part in the challenge, working with its catering team to offer a vegan-only hot meal every Tuesday throughout January. Brands such as Wild and Sleeping Giant Media joined in, hosting vegan lunches, workplace talks, quizzes and bake sales to encourage staff to get involved.
Veganuary’s global footprint also continued to expand in 2026. Official campaigns launched in Iceland and Ireland and the pledge was available in Hindi for the first time, making the 31-day challenge accessible to millions more worldwide. From billboards in Latin America and takeovers on US television, to a tofu shortage in German supermarkets widely attributed to Veganuary, the campaign made its mark – proving that plant-based eating has gone fully mainstream.
Reflecting on the 2026 campaign, Veganuary CEO Wendy Matthews says:
“There’s been plenty of talk in the media about interest in vegan fading. But the story worth telling is the one unfolding in kitchens, not in the comment section. Millions of people chose kindness this January – for themselves, for animals and for the planet. Veganuary is now firmly mainstream and its continued growth is proof of what happens when people around the world put compassion into practice. We think that’s something truly worth celebrating and a powerful sign that conscious food choices are more than a passing trend.”
Media contact
Wendy Matthews, CEO
Note to editors
Veganuary is free to join and people can take part at veganuary.com to receive our Celebrity 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. From humble beginnings on a kitchen table in Yorkshire, there are now official Veganuary campaigns in 20 countries around the world. It has truly become a global phenomenon.
Vegan recipes, celebrity quotes and high-resolution images for Veganuary stories can be downloaded here.
*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+).
