Veganuary Campaign Spared 2 Million Animals In 1 Month

Veganuary - the global charity encouraging people to go vegan for one month in January has published its 2021 campaign report.

During the 2021 campaign, over 582,000 participants from 209 countries registered to take a pledge for a month, meaning that over 2 million animals were saved from suffering during January. 

Among the top ten participating countries are United Kingdom, United States, India, Germany, Argentina, Chile, Italy, Colombia, Mexico, Brazil, France, Switzerland, South Africa, Venezuela and Sweden - that's where the organisation runs official campaigns. 

The campaigners reached 224 million people worldwide through social media and sent more than 17.6 million support emails to Veganuary participants. More than 1500 international media stories were published about Veganuary.

The charity also reports that 566 new vegan products and 259 menu options in restaurants were launched during that month. 

Commenting on the new product launches, managing director of Meatless Farm Michael Hunter said: "It's been an incredible month for us and the plant-based category as a whole. We know that during the first two weeks of January our sales were up 111% year-on-year and we're expecting to have seen this grow further towards the end of the month. Not to mention, our partnerships with major brands, Pret, Leon and itsu which have seen a phenomenal response and are really testament to how mainstream plant-based eating has become. This has really set the tone for 2021 and we're looking forward to an even bigger Veganuary next year."

Guy Meakin, UK Trading Director at Pret, added: "I'm thrilled that we have been able to add a hot vegan item to our already robust vegan range which customers have gone crazy for this Veganuary. At Pret, we've never seen a new product come in and shift our best sellers list, and to see it during a lockdown and in less than three weeks says a lot."

This year 57 major businesses, including financial and banking, global media, beauty and tech giants, as well as foodservice and contract caterers - encouraged their employees to participate in Veganuary through our Workplace Challenge.

EY (Ernst & Young) Purpose and Sustainability Leader – Harry Gaskell said in January: "We're on board with Veganuary! What a great way to inspire, support and encourage EY people to consider a plant-based diet considering meat and dairy free is one of the ways our individual choices can help in Building a Better Working World. I'm looking forward to the challenge!"

Marco Settembri, CEO of Nestle Zone EMENA, added: "As someone who stepped up to the Veganuary challenge this year, I am happy to be part of this movement as it grows across Europe and beyond. For me, now, behind Veganuary, there's a bigger picture – and one which induces long-term action. It's about really feeling the need of the consumer. That is why, this year I am promoting Veganuary across many of our categories and initiatives. After all, a well-planned plant-based diet can meet the nutritional needs during all stages of life. And there are the environmental and health benefits too. This year I am passing the baton and encouraging all employees to participate in Veganuary and sign-up to the challenge. We will inspire them with delicious recipes from our Garden Gourmet colleagues, vegan options in the restaurant, tips from experts, and dietary advice."

Veganuary's mission is to inspire and support people to try vegan, drive corporate change, and create a global mass movement championing compassionate food choices with the aim of ending animal farming, protecting the planet and improving human health.

According to data from YouGov, 5% of Britons attempted to go vegan in January. This means that around three million people in Britain tried the vegan diet this January. Additionally, latest Kantar's study shows that half of Britons who tried vegan food in January 2021 plan to adopt a fully vegan or vegetarian diet, or introduce plant-based alternatives into their diet. 

Commenting on the incredible impact of Veganuary's 2021 campaign, Ria Rehberg, Veganuary's CEO, says: "This year, more than ever, I feel that another world is possible. A world where plant-based food is the mainstream choice, where the word vegan is associated with something positive and desirable, where major food companies are investing millions to switch to more sustainable animal-free options and are telling the world that this is the food of the future – and the food of today. A world where vegan products are easily accessible to everyone everywhere, omnipresent in supermarkets, restaurants and in cafeterias. This January gave us a glimpse of what is possible."