The 10th annual Veganuary campaign has kicked off in style, with a record-breaking sign-up rate of one person every 2.4 seconds, according to new YouGov research.
The campaign sees people pledge to go vegan for the whole month of January.
YouGov research shows 9% of Brits have taken the pledge at least once since it launched in 2014, with 53% of past participants having done Veganuary more than once, and 21% having done it four times or more.
In total, 85% of non-vegan past participants have reduced their consumption of animal products since doing Veganuary, while 23% of non-vegan participants became vegan.
The majority of past participants cited animal welfare as a motivating factor for taking part, followed by environmental reasons.
There has also been a marked increase in plant-based consumption among people who have not taken part in Veganuary, with 37% saying they eat more plant-based food now than 10 years ago.
The launch of the Veganuary 2023 comes as new research from The Vegan Society also reveals that over a third of Brits’ New Year’s resolutions involve cutting back on animal products.
Half of Brits are planning to make an environmental resolution in 2023, with over a third of non-vegans’ new year’s resolutions including plans to reduce meat and dairy consumption, the survey found.
Hannah Coyne, Campaign Manager at The Vegan Society, said: “It’s really encouraging to know that so many people are committing to doing their bit for the planet by reducing their intake of animal products.
“January is a prime time to get started, particularly with so many exciting Veganuary treats and menus on offer and, for those looking for a healthy new start, a well-planned vegan diet is the perfect tonic.”
