With russet leaves on the trees and jack o’ lanterns flickering on front porches, it’s easy to think the dark days of January are in the distant future. But time in the world of food and beverage moves fast and the New Year will be here in the blink of an eye, bringing with it one of the most popular food movements of the modern age – Veganuary.
For the uninitiated, Veganuary is an annual January event developed to encourage people to eat vegan. And, like dry January, where people are encouraged to avoid alcohol, it’s proving increasingly popular, drawing participants from across the world.
In fact, such is the appeal of Veganuary, that it counts Joaquin Phoenix, Billie Eilish and Sir Paul McCartney amongst its famous fans.
“I’ve been a vegetarian for over 40 years and have stayed with it because I believe that every meat-free meal is a win for animals and the planet,” said McCartney. “This is why I started meat-free Monday with my daughters Mary and Stella, and it’s also why I support Veganuary.”
And, as with all food trends, where consumers lead brands inevitably follow, with a whole host of dedicated product launches and marketing campaigns.
So, how is the industry preparing for Veganuary 2025 and is it too late for others to get involved?
How are food and beverage brands preparing for Veganuary?
January is a big month for food and beverage brands, particularly plant-based.
“January is an important month for us,” Sam Maguire, head of marketing at plant-based milk brand Rude Health, told FoodNavigator.
And to make the most of the opportunity Veganuary offers, some brands are even launching products to coincide with the event.
“We’re launching a huge through-the-line campaign and have two new incredible products launching,” Mark Cuddigan, CEO of plant-based brand, THIS, told FoodNavigator.
But many are keeping tight lipped on their full plans for the event, not wanting to spoil the surprise for customers and, we suspect, give ideas away to competitors.
“You must be telepathic,” said Cuddigan when asked if there were any plans to create special packaging for the event. “I can’t say anything else, otherwise Lou (our designer) will tell me off!”
And the investment in Veganuary is clearly paying off as many brands, including THIS, experience a significant spike in sales during Veganuary.
“Veganuary has continued to grow in awareness over the years and at THIS we always see spikes in sales in January,” said Cuddigan. “Last year for example, we saw one of our biggest weeks ever, driven by in store activations and people wanting to try more products during the month.”
In fact, many in the industry see its benefit to plant based as inevitable.
“Raising awareness of the benefits of vegan food will naturally have an impact on sales,” says Rude Health’s Maguire.
The success of Veganuary is also attributed, in part, to the time of year. The concept of ‘New Year, New Me’, capitalises on the popular perception that plant-based products are healthier than animal-based products.
“As people start the new year, they typically look to start better habits and choose healthier drinks and food,” says Maguire.
And it’s not just plant-based embracing Veganuary, brands across the industry are getting involved, by expanding their product ranges to include vegan options.
“We have worked with businesses to drive up vegan options in shops and restaurants, and have made veganism more visible and accessible through our work with national and international media,” said a spokesperson for Veganuary.
However, Veganuary doesn’t have a long-term effect on the numbers of consumers choosing a vegan lifestyle. But it does help to change consumer habits.
“We don’t seem to be seeing a trend towards people becoming fully vegan, but instead mixing more plant-based foods into their diets,” says Rude Health’s Maguire. “If we want to continue seeing this grow, it requires sustained support and also developing products that meet consumer needs.”
Is it too late for brands to get involved in Veganuary?
The answer from Veganuary’s organisers is a resounding no. If a brand has plant-based products in its range then it qualifies and is welcome to get involved.
“Millions of people have taken part in Veganuary since we started in 2014. We need businesses like yours to join us and shout about your new plant-based product launches and offers so that people can find these delicious options in January and beyond,” said a spokesperson for Veganuary.
And many brands, which traditionally used animal-based products, now qualify, including Hellmann’s with it’s vegan mayonnaise, and Marmite.
What is Veganuary?
Veganuary is an annual challenge, taking place over the month of January each year, with the mission to encourage people to eat vegan. Founded by Britons, Jane Land and Matthew Glover, the event also seeks to promote and educate consumers about veganism.
Since Veganuary began in 2014, participation has increased each year, and has now attracted over a million participants from over 220 countries.