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YouGov poll shows nearly 10% of Brits have taken part in Veganuary

5th Jan 2023 - 05:00
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Abstract
Veganuary, the global pledge to try vegan for 31 days, is celebrating its tenth year as new research from YouGov revealed that 9% of Brits have taken the pledge at least once, which is estimated to be around six million people.

Some famous previous participants of Veganuary include wildlife presenter Chris Packham, Dragon’s Den entrepreneur Deborah Meaden and TV presenter Jasmine Harman. Nearly three-quarters of British adults have heard of Veganuary according to the poll.

Fifty-three percent of past participants have done Veganuary more than once, with 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.

The majority of Veganuary participants cited animal welfare as their motivating factor for taking part (62%) followed by environmental reasons (54%) and personal health (46%).

Veganuary’s head of communications, Dr Toni Vernelli said: “Having been vegan myself for more than 30 years, it’s amazing how the conversation around veganism has changed in recent years and I know Veganuary’s friendly, non-judgemental, just-give-it-a-go-for-a-month-and-see-what-you-think approach has played an instrumental role in this shift.

“To everyone who took their first step towards a vegan diet with us in January 2014 – Happy 10th Veganniversary. To everyone taking their first step – welcome to a growing global movement taking positive action for a better world.” 

There has also been an increase in plant-based consumption amongst people who have not taken part in Veganuary, with 37% eating more plant-based food now than ten years ago.

Written by
Edward Waddell