Veganuary is celebrating its 10th annual campaign this year, and already its organisers are reporting record popularity in people taking the pledge.

A new poll by YouGov shows the impact it is having in the UK. Although the poll was based on a small sample size*, its findings seem to point to an increasing public awareness of Veganuary since it started in 2014, causing its organisers to claim that it is becoming a “firm British tradition.”

  • 71% of adults have heard of Veganuary
  • 9% of British adults have participated in Veganuary since the first pledge in January 2014. Veganuary estimates this is approximately six million people, based on the current population
  • 53% of past participants went on to participate in Veganuary more than once
  • 21% have taken the pledge four or more times

The following stats suggest some long-term behavioural changes in non-vegan past
participants since participating in Veganuary:

  • 85% have reduced their consumption of animal products
  • 23% became vegan
  • 43% reduced their animal product consumption by at least half (but not completely), and a further 20% reduced by between a quarter and a half

Respondents were asked to choose all of the following reasons that applied to their decision to participate:

  • Animal welfare - 62%
  • Environmental reasons- 54%
  • Personal health- 46%
  • Global health e.g. pandemics/antibiotic resistance- 30% 

Interestingly, the poll also highlighted that non-participants of Veganuary have increased their plant-based consumption, with 37% saying they eat more plant-based food now than 10 years ago.

*Total sample size was 2129 adults. Fieldwork was undertaken between 18th – 19th August 2022. The survey was carried out online by YouGov PLC. The figures have been weighted and are representative of all UK adults (aged 18+).