January has come to an end, and with it, another Veganuary concludes. 2024 marked a significant milestone for this initiative, born just 10 years ago. Stemming from a simple idea, Veganuary encourages people to try a vegan lifestyle for the entire month of January or even just a few days because, after all, the important thing is to start.
Social platforms and online campaigns have played a crucial role in raising awareness about the reasons behind choosing a vegan lifestyle, which is not only ethical but also related to the preservation of the planet and health. The results achieved by Veganuary highlight a growing interest in sustainability and animal welfare.
Veganuary in numbers
Over the last ten years, this globally famous campaign has gained considerable popularity, seeing a significant increase in global participation. Since its launch in 2014, over 3 million people worldwide have taken up the challenge. By January 2023, there were more than 700,000, and this year, the number of subscribers is expected to be even higher. These are just the numbers of people who have decided to participate in Veganuary by registering on the official website, but studies show that many – millions even – participate without registering. According to the “Rapporto Italia 2023” by Eurispes, the Italian Research Institute, the group of vegan and vegetarian people in Italy represents 6.6% of the population, with 4.2% choosing a vegetarian diet and 2.4% vegan. The results on the openness towards a more sustainable diet are promising as well: one in four Italians said they were willing to eat synthetic meat instead of that from intensive livestock farms, while there is very little openness towards insects as food.
Innovations in the food sector
The growing interest in Veganuary has driven the food industry to innovate. New plant-based products flood the market every January, offering viable alternatives to meat, dairy and eggs. In 2023, more than 820 new vegan products were launched on the market, and more than 790 new plant-based proposals appeared on restaurant and food chain menus. In Italy this year, about 100 companies – including Deliveroo, Pizzium, Flower Burger, Rossopomodoro, I love Poke and many others – participated in Veganuary by offering products and unique dishes specifically designed for the campaign and by implementing promotional initiatives.
Veganuary highlights the crucial role a vegan lifestyle can also play in the fight against climate change. With increasing numbers of people adopting this lifestyle, a significant reduction in greenhouse gas emissions associated with the meat industry is expected. More and more people are becoming aware of this, including influencers and celebrities such as Billy Eilish, who became a supporter of the campaign last year, encouraging her more than 100 million followers to join Veganuary, or Joaquin Phoenix, Ryan Eggold, Venus Williams, and many others. For this 2024 edition, everyone who signed up for Veganuary also received a cookbook with 100% plant-based recipes curated by sports and TV personalities, singers, journalists and content creators.
Prospects for the future
With the conclusion of Veganuary 2024, it becomes clear that the vegan choice is becoming increasingly mainstream. The new generations are particularly attentive to ethics, environmental sustainability, and health, factors that will contribute to keeping the vegan trend alive and encouraging more people to approach and choose this lifestyle. Veganuary is, therefore, not just an annual event but a tangible demonstration of how individual choices can have a collective impact on the planet. Change is a slow process, but each of us plays a fundamental part. The future seems more promising, with people embracing a vegan lifestyle not just to follow a temporary trend but to become an integral part of a more conscious and sustainable world.
