We’ve just reached the midpoint of January, and 2020’s Veganuary, or 'vegan January' is proving to be the most successful one yet. The UK-based non-profit says its number of participants (those that have taken the vegan-month pledge), has already exceeded last year–and we are only halfway through the month. 

A quick look at Google Trends shows those searching for “Veganuary” has steadily increased every year with the largest jump occurring in 2020:

Google Trends data showing searches for “Veganuary” over the last five years: January 16, 2015 - January 16, 2020 

Veganuary has also surpassed its 350,000 signups, reaching 390,000 by mid-January, and the top number participants are reportedly coming from the US, UK and Germany.

A survey following last year’s Veganuary revealed thoughts and attitudes participants had about the month and experience. Here were some of the key findings, published in the Veganuary Business Support Toolkit

  • Primary reason people took part in Veganuary: 46% Health; 34% Animals; 12% Environment. 
  • 47% of people said that following Veganuary, they committed to staying vegan after the month ends.
  • 77% of people that said they would not stay vegan, said they would try vegan again.
  • 60% of those surveyed said they found it easier than expected to go vegan
  • 51% who said they would stay vegan, said they were influenced by the good food.  

*Data compiled by Veganuary 2019 Survey

“People try vegan for many reasons, whether it be wanting to improve their health, reduce their environmental impact or enjoy delicious food that takes animals out of the equation,” says Ria Rehberg Veganuary CEO. “Whatever their motive, they all need amazing vegan options available at their fingertips to make their Veganuary journey as enjoyable as possible.”

Veganuary as become a prime opportunity for businesses to launch new products, menus and specials offers hoping to capture customer interest. The Veganuary Business Toolkit provides comprehensive advice to help companies participate. So far this year, there has already been much fanfare around surprising vegan product launches. From McDonalds’ Vegan Happy Meal launch in the UK to Kettle’s Vegan ‘Sheese’ & Green Onion Chips, conventional brands are betting big on captivating customers with plant-based offerings. 

Last year following Veganuary, Sainsbury, one of the largest supermarkets in the UK, reported a 20% increase in vegan product sales; they also saw a 65% jump in plant-based sales year-over-year and an 82% increase in customers searching for vegan products online. Time will tell if US brands see similar lifts; so far based on the overwhelming interest from brands and consumers alike, it’s quite possible.

“We want our participants to have the very best Veganuary experience possible and to help them enjoy a plant-based lifestyle in January and beyond,” says Rehberg.