Food & Drink
Diet & identity
Veganuary can transform attitudes and self-identity related to meat consumption.
14 January 2025
YouGov research commissioned by Veganuary reveals that over a third (37%) of UK adults plan to buy plant-based products in January 2026, highlighting that shoppers are actively seeking vegan options as part of their new-year habits.
Veganuary, the global non-profit organisation inspiring people to try vegan for January and beyond, is proving once again that the annual campaign is a powerful driver of consumer behaviour change and a major sales window for retailers.
The research also points to an evolving plant-based market in which customers are looking for products that balance convenience and health.
According to the YouGov poll, nearly one in three (32%) prefer whole-food options such as beans, lentils, tofu and tempeh, while almost one-quarter (23%) enjoy both whole foods and plant-based meat alternatives equally.
Whole food staples like tofu and tempeh are experiencing rapid growth in the UK. According to The Grocer, tofu sales have increased by 15.3% year-on-year, while tempeh is one of the fastest-rising categories in the meat-free category.
Tiba Tempeh reported a 736% sales increase and Better Nature has grown by 128% in the same period, both driven by strong consumer interest and backed by over £1m in new investment.
For brands and retailers, Veganuary is an opportunity to reach new customers who are inspired to try new products and experiment with whole food ingredients during January.
While Veganuary acts as a launchpad for new products, the impact extends far beyond January.
In 2025, over 1,480 new vegan products and menu items launched globally during January, many of which became permanent fixtures.
Popular launches over the years include the Greggs sausage roll, McDonald’s McPlant and Burger King’s Plant-Based Whopper.
Official surveys of Veganuary participants consistently show that around 80% of respondents plan to permanently reduce their consumption of animal products after taking part, showing strong long-term engagement with plant-based lifestyles.
‘Veganuary continues to inspire millions to try plant-based foods each year and remains a key sales window for retailers, brands and foodservice businesses. Participating in Veganuary gives businesses an exciting opportunity to tap into this exciting market, cater to new ethically minded and climate-conscious customers, and adapt to changing consumer habits.’
WENDY MATTHEWS
Veganuary CEO
All businesses can make the most of this exciting marketing opportunity by downloading the free Veganuary Business Support Toolkit for inspiration and advice.
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