Veganuary — Veganpedia

Veganuary is a UK-based non-profit organisation and annual campaign, founded in 2014, that encourages people to try a vegan diet during January.

Veganuary (a portmanteau of "vegan" and "January") is a non-profit organisation based in the United Kingdom that encourages people to try a vegan diet for the month of January, and the name of the annual campaign it runs. It was founded in 2014 by Jane Land and Matthew Glover and has become one of the best-known campaigns associated with veganism.

History

Veganuary began as a small campaign in January 2014. According to the organisation, a few thousand people signed up in its first year. Participation grew rapidly during the late 2010s, helped by social media, celebrity endorsements and coverage in the mainstream press. The organisation reported more than half a million sign-ups for its 2021 campaign and over 700,000 for 2023. In later years, Veganuary has also published survey-based estimates of the much larger number of people who say they tried vegan eating in January without formally registering; such estimates are less precise than registration figures.

The campaign expanded internationally, with dedicated programmes and staff in several countries outside the UK, and its website and materials have been made available in multiple languages.

How it works

Participants register online and commit to eating a vegan diet for the 31 days of January. Registered participants typically receive:

daily emails with recipes, meal plans and practical advice
information on nutrition, including the importance of vitamin b12
guidance on reading labels and identifying hidden animal ingredients
tips on eating out as a vegan and handling social situations
information about the ethical, environmental and health reasons for veganism

The campaign presents itself as an accessible, low-pressure introduction rather than requiring a permanent commitment. January is chosen because many people make New Year's resolutions and reassess their habits at that time. For general guidance on transitioning, see how to go vegan.

Corporate involvement

Veganuary works with food manufacturers, supermarkets and restaurant chains, encouraging them to launch and promote vegan products during January. Over time, the month has become a key period for new product launches in the UK and some other markets. A frequently cited example is the British bakery chain Greggs, which launched a vegan sausage roll in January 2019 to coincide with the campaign and received widespread media attention. Many supermarkets now run dedicated promotions for plant based milks, vegan cheese and meat alternatives during the month.

Motivations of participants

Surveys conducted by Veganuary have identified several recurring reasons for taking part:

Concern for animals, including objections to factory farming.
Health and wellbeing.
Environmental reasons, including veganism and climate change.
Curiosity, cost or a desire to try new foods.

The relative importance of these motivations has varied between years and countries.

Outcomes

Veganuary conducts follow-up surveys of participants, which have suggested that a portion remain vegan after January and that many more report reducing their consumption of animal products. These findings are based on self-reported data from people who chose to respond, so they may not be representative of all participants. Independent research on the long-term effects of Veganuary-style challenges is limited.

Reception

The campaign has been credited with raising the profile of vegan food in the UK and contributing to the wider availability of vegan products. It has also been the subject of criticism. Some commentators from the farming sector have objected to its messaging, and some campaigns, such as "Februdairy", were launched in response to promote dairy products. Others have questioned whether short-term challenges lead to lasting change, or noted that the surge in heavily processed vegan products during January does not necessarily reflect a healthier diet. Some vegan advocates have criticised partnerships with companies that also sell animal products, while others regard such partnerships as an effective way to reach a mainstream audience.