According to Veganuary, the UK-based organisation that runs the international campaign of the same name asking people to try following a plant-based diet for January, over 1.8 million people received its support and guidance to try this diet in the form of emails, videos, social media posts, and podcasts. 

The organisation thinks that the actual number of participants in its campaign is likely to be even higher than their figures indicate, as many people take part without officially signing up. The organization commissioned YouGov surveys in its core campaign countries and concluded that the total number of participants could be as high as 25 million worldwide.

According to the surveys, 75% of UK survey respondents had heard of Veganuary even if they had never taken part. On TikTok, the Veganuary tag has been viewed over 1.1 billion times.

The 2024 campaign saw the opening of an office in Spain. In the US, interest in Veganuary has increased significantly, with the country now having more participants than any other nation worldwide. Veganuary India also saw record numbers in 2024.

Toni Vernelli, Veganuary’s Head of Communications, said, “It is incredibly inspiring to see Veganuary’s participation and influence continue to grow around the world. As people become more aware of the incredible impact our food choices have on the health of our planet, attitudes towards veganism are changing everywhere, and Veganuary’s friendly, non-judgmental, just-give-it-a-go-for-a-month-and-see-what-you-think approach has undoubtedly played an instrumental role in this shift.”

The 2023 Veganuary campaign started the year with a billboard at the iconic New York Times Square for its classical New Year’s Eve Ball drop. It is estimated that over a million people visit Times Square on New Year’s Eve, and over a billion watch it on TV.

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.