25.8 million took part, 1,480+ new vegan options launched & campaign grew to 20 countries
10 March 2025 – Veganuary, the global organisation encouraging people to try vegan in January and beyond, has today released its 2025 campaign review revealing its phenomenal global impact. Highlights from the charity’s eleventh campaign include:
- A staggering 25.8 million people gave up animal products during January globally based on surveys commissioned by Veganuary in its core campaign countries and population estimates for those countries
- At least 1,480 new vegan products and menu options were launched worldwide during January
- More than 12,280 international media mentions of Veganuary including BBC News, the Guardian, Telegraph, Daily Express and Independent
- Official Veganuary campaigns launched in Canada, Peru and Malaysia in partnership with local organisations, taking the number of countries with active Veganuary campaigns to 20, while a sister campaign, V-March, was just launched by China Vegan Society with support from Veganuary
The full campaign report is available here.
Reflecting on the success of the 2025 campaign, CEO Ria Rehberg, says:
“While I’m grateful for this incredible progress, this moment is also bittersweet for me as it marks my final Veganuary as part of the organisation. After leading this campaign for six years and helping transform it from a primarily UK-based initiative to a truly global movement active in 20 countries worldwide, I’ve decided to step down and hand the reins to someone new.
I’m absolutely delighted that Wendy Matthews, Veganuary’s current Head of International Partnerships and Expansion, will be Veganuary’s new CEO from 15 March. Having worked alongside Wendy in our senior leadership team for over five years, I can leave the organisation knowing with absolute confidence that under her guidance, this movement will continue to flourish and inspire even more people around the world.”
Incoming CEO, Wendy Matthews, says: “We are on a mission to make plant-based the easy, obvious choice—work that has never been more urgent, more important, or more full of potential.
After five years alongside this talented team, I’ve seen firsthand the power we have to drive real, lasting change. As we build on our strong foundation, I’m grateful for Ria’s visionary leadership in transforming Veganuary into a truly global force that has inspired millions.
Looking ahead, we have an extraordinary opportunity to find fresh approaches and forge bold partnerships that will invite individuals and industries alike to pull up a seat at the plant-based table and be part of a movement that is reshaping the future.”
Notes to editors
Veganuary isn’t just for January! People can sign up 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.
Media contact
Toni Vernelli, Communications Specialist
T: 07505 866 548
