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New report shows it’s the trend that keeps on trending

March 7, 2023

Veganuary, the global organization encouraging people to try vegan in January and beyond, has today released its 2023 campaign review revealing its phenomenal global impact.

Among the highlights from the charity’s tenth campaign, a record-breaking 700,000 people officially signed up with participants from nearly every country in the world except Vatican City and North Korea (where the internet is banned). However, YouGov surveys in several countries found participation was actually much higher than official sign-ups, with 4% of UK respondents, 9% in Germany, 7% in the USA, 5% in Chile and 7% in Argentina reported to  have participated in Veganuary for at least part of the month of January. Meanwhile, at least 1,610 new vegan products and menu options were launched globally during January – the largest number yet. Additionally, nearly 100 UK organizations took part in the Workplace Challenge including the Ministry of Defence Veg Network, Suffolk County Council, Mars Food Europe, NHS Supply Chain, Greater London Authority, BAFTA, Odeon Cinemas and Adept Carehomes (staff and residents). Additionally, more than 6,800 international media stories featured Veganuary including TV reports in South Korea, Taiwan and on Sky Arabia as well as print media in China, Japan and Ghana. Veganuary’s social media channels also had a combined reach of 155 million, while #Veganuary was viewed on TikTok more than 894 million times by the end of January 2023

“The world is facing an ever-increasing number of global challenges, but looking back at the past 12 months, I believe it has also been a year of progress, hope and proof that, as Victor Hugo said, there is nothing more powerful than an idea whose time has come," said Ria Rehberg, Veganuary’s CEO, commenting on the incredible impact of Veganuary’s 2023 campaign. "Veganism is the idea of our time; it offers a solution to many of the world's biggest problems and has become a popular choice all around the planet.  

"Veganuary celebrated its 10th campaign this year. It all started in 2013 with an idea at a kitchen table in York, UK, and has become a powerful movement that inspires millions each year to change the way we eat to protect animals, the planet and our future.  

"There are now dedicated Veganuary campaigns in 14 countries across Europe, Asia, Africa, North and South America, and Australia," continued Rehberg. "Never have we seen such overwhelming media coverage around the globe – from TV reports about Veganuary in Canada, Chile, South Korea, Brazil and Taiwan to dozens of media stories in Greece, China, Japan and even Ghana!

"This 2023 campaign, more people and businesses than ever participated in Veganuary. We’ve encouraged vegan product launches and marketing activations by thousands of food businesses around the world. Highlights include Mellow Mushroom in the US rolling out a new vegan menu; Subway Argentina and Dunkin in Chile promoting plant-based eating through their Veganuary activations; the British Army training their chef instructors in plant-based cooking; the German national train services adding vegan menus to all their onboard restaurants; and Aldi UK launching their biggest-ever range of vegan products!

"It is thanks to every single person who shared our vision, and supported us in any way, that Veganuary 2023 was our biggest and most international campaign yet.  Together, we are creating a more just and compassionate world for all.”

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