With just four months to go until Veganuary 2025 begins, now is the time for businesses to get on board!
Veganuary 2024 was by far the biggest and best January yet, with roughly 25 million people* participating worldwide! With climate change making headlines more frequently than ever, we expect more and more people to take part in Veganuary as they work to reduce their meat and dairy consumption. Veganuary can help businesses capitalise on this switch.
Veganuary is creating a new wave of consumers and shoppers with a big appetite! This is a real opportunity for brands, retailers and restaurants to improve, expand and promote their plant-based offerings to a bigger audience. We know from our bi-annual participant surveys that most people (consistently over 80%) plan to permanently reduce their consumption of animal products by at least 50% after their Veganuary pledge. This is one of the biggest drivers in the market for plant-based products.
Our 2024 participant survey revealed:
- The majority of those who took part last year (52%) ate meat and/or fish when they started their one-month pledge while 29% were vegetarian.
- 82% of our 2024 participants (who were not already vegan when they took part in Veganuary) plan to permanently change their diet after participating by either staying vegan or at least halving their intake of animal products.
- Taste was the number one motivator cited for choosing a plant-based product, followed by price and then health credentials.
- Cheese was the product they missed the most, followed by eggs and then seafood.
We encourage all businesses to make the most of this exciting marketing opportunity by downloading the Veganuary Business Support Toolkit which includes details and examples of marketing activity, key messages, ways to support and extend the campaign on social media including assets and content to share with their audience. The more noise and conversation about plant-based food during January, the more people will be tempted to try something new and potentially adopt more climate-friendly habits. It’s a win-win for everyone and a great opportunity to make the most of this key moment in the marketing calendar.
Businesses can download the Toolkit here.
What do we want to see from brands in 2025? We must lower the barriers to choosing plant-based options:
- TASTE – We need plant-based options to taste the same if not BETTER than the animal alternative so that even the most dedicated of meat-eaters will enjoy them
- AVAILABILITY – We want the products to be accessible and available – not hiding in the corner. All demographics need to be able to find the products – especially meat-reducers
- PRICE – We need to entice new shoppers with promotions and lower the prices overall. We don’t want a tax on climate-friendly choices; prices need to be on par with the animal-based versions
We encourage businesses and brands to get in touch with our team via [email protected] to make Veganuary 2025 the biggest and best one yet!