The Rise of Veganuary

Why is Veganuary So Effective?

Veganuary works because it taps into a perfect combination of timing, motivation, and accessibility. After the indulgence of December, many people look for a way to claim back some control and reset. Whether it’s a New Year’s Resolution, a lifestyle change, or just a challenge to try, something achievable, structured, and backed by a supportive community can be effective for many people. 

Another positive of the Veganuary campaign is because it meets people where they already are. Interest in health, sustainability, and ethical living has grown dramatically over the last decade, and Veganuary gives people a low-pressure way to explore those values in their everyday lives. You don’t have to “be vegan” forever, you just try it for 31 days, learn something new, and see how it feels. That flexibility is a big part of its success.

Tapping slightly into the marketing side of things, the movement is also powered by culture. Influencers, chefs, celebrities, and global brands all play a role in keeping Veganuary visible and exciting. Supermarkets and restaurants now release new vegan products every January, making participation easier (and more enjoyable) than ever before. From creative plant-based menus to eye-catching retail campaigns, Veganuary has become a shared moment across industries, which helps fuel its rapid growth.

And finally, Veganuary works because it leads to real, lasting change. Many participants continue eating less meat and dairy long after January ends, shifting towards flexitarian habits that reshape consumer expectations year-round. For the hospitality industry, that ongoing behaviour shift is huge, and it means that plant-based is a huge part of how guests choose to dine today, and will dine in the future.

Where It’s Heading

Continued growth
Veganuary shows no signs of slowing down. Participation has increased every single year since its launch, and experts predict the campaign will exceed one million official sign-ups within the next few years. However, the real impact is far larger: many people take part informally without registering, meaning true participation is likely in the millions already. As plant-based living becomes more mainstream and accessible, Veganuary’s reach will continue to expand across demographics, markets, and global regions.

Normalisation of plant-based dining
What began as a niche dietary experiment has evolved into a widespread lifestyle shift. Veganuary has accelerated the understanding of flexitarianism, where consumers reduce, but don’t necessarily eliminate animal products. This growing trend means plant-based dishes are no longer confined to January; they’re becoming menu staples year-round, and not just for the solely vegan crowd. Veganuary’s own survey found that among participants in 2024, 27% were still following a fully vegan diet six months later, and 37% were eating at least 75% less meat/animal products than pre-challenge.

Stronger industry partnerships
The food and hospitality industries are increasingly recognising Veganuary as a key moment on the calendar. Each year, more suppliers, producers, and hospitality brands work together to launch new vegan dishes, seasonal menus, retail products, and collaborative campaigns. This trend is expected to grow as brands realise the commercial value of plant-based innovation, not just in January, but throughout the entire year. 

A focus on sustainability
Sustainable dining is a priority for many consumers. As awareness grows around the environmental impact of food production, plant-forward menus are becoming an influential way for businesses to demonstrate their commitment to climate-conscious values. Veganuary strengthens this shift, encouraging brands to highlight transparent sourcing, low-carbon dishes, and eco-friendly practices. Businesses that embrace sustainability in a meaningful way are likely to earn long-term loyalty, particularly from younger audiences who care deeply about ethical consumption.

Behavioural change
Perhaps Veganuary’s most significant influence is its lasting effect on habits. Research shows that many participants continue to eat less meat and dairy months after the challenge ends, even if they don’t remain fully plant-based. This gradual shift has contributed to long-term changes in consumption patterns, driving increased demand for plant-based options all year round. As more people integrate vegan or flexitarian choices into their lifestyle, the hospitality industry will continue adapting, shaping menus, marketing, and dining experiences around a more conscious and balanced way of eating.

Our Thoughts 

Veganuary may have started as a small UK initiative in 2014, but in just over a decade, it has grown into a cultural force that shapes dining habits, influences consumer values, and inspires menu innovation across the hospitality industry. What began with just 3,000 participants has become a movement embraced by millions, not just for a month, but as an ongoing shift toward more mindful, flexible, and sustainable eating.

For hospitality businesses, it’s important that we stress that Veganuary isn’t a fleeting trend: it’s a reflection of where consumer behaviour is heading. Guests are actively seeking out plant-based options that feel creative, high-quality, and inclusive, and they’re choosing brands that align with their values. As a result, we are seeing that consumers are rewarding venues that invest in thoughtful, plant-forward experiences long after January ends - something your business might want to take note of.

As the movement continues to grow, so does the opportunity. Whether it’s refreshing your vegan offerings, experimenting with new dishes, or weaving sustainability more clearly into your brand story, embracing Veganuary can help your venue stand out, attract new audiences, and stay relevant. Remember, Veganuary lasts just 31 days, but its influence lasts all year.