Nils-Gerrit Wunsch
Research expert covering food & agriculture in the UK & Europe
Get in touch with us nowParticipation in detail
It is estimated that ten times more people participate than sign-up. By the fifth of January 2021, 513,663 people had signed up for Veganuary and by the end of January, the number had increased to 582,538. That would put the estimated total participation at five to six million. The following year, sign-ups increased again by over 46,000. This becomes even more impressive when we take into account that only 1,280 people signed up in 2015. In 2021, women made up the overwhelming majority of sign-ups. A survey carried out a year later, among participants, identified animals and their well-being as the leading motivator for taking part in Veganuary. Personal health and the environment were also significant reasons to go vegan for a month.Beyond the campaign
Not every participant sticks to the diet for a whole month - some renege on their sign-up pledge or sign up while the campaign is already in full swing. However, three-quarters of participants aim to reduce animal consumption by more than half after January. About 36 percent intend to stick with a vegan diet permanently after taking part. If the estimates are true that means that millions of consumers all over the world are changing their eating habits and are significantly cutting their meat consumption due to the Veganuary campaign. The campaign has also impacted businesses. Some increase their advertising of vegan products during January. Other companies even introduce new vegan products during the month to profit from the publicity the campaign brings. In Germany, 307 vegan products were launched during Veganuary 2022.
