The 2022 campaign has been given a boost by celebrities including Joanna Lumley, Deborah Meaden and Venus Williams.
Hundreds of new plant-based products and menu items have been launched this month, including vegan versions of Babybel and Philadelphia cream cheese; new vegan offerings at McDonald’s and Burger King; as well as new vegan sandwiches at Costa, Starbucks and Caffe Nero.
A study conducted by YouGov showed one-third (34%) of UK adults are either interested in trying or plan to try a vegan/plant-based diet, with 8% of UK adults already adopting a vegan/plant-based diet.
The survey also revealed that 35% of Brits say their perceptions of a plant-based/vegan diet has changed for the better in the past two years and 36% think eating a vegan/plant-based diet is an admirable thing to do.
Reflecting on the 2022 campaign so far, Veganuary’s head of communications Toni Vernelli, said: “It is incredibly exciting to be marking the biggest Veganuary on record with two weeks of January still to go, but it is not surprising. As more people become aware of the incredible impact our food choices have on the health of our planet, attitudes towards eating vegan are changing and so are our diets.
“Making planet-friendly food choices is also becoming much easier thanks to the businesses embracing Veganuary and providing delicious and accessible plant-based alternatives to familiar foods. Together we are making an enormous difference for animals and the planet.”