The rise of Veganuary, what’s new for 2021?
Veganuary, the annual pledge to give up eating animal products for the month of January, has been growing exponentially in the past few years. With new products hitting the shelves to tie-in with the campaign, what can we expect to see from Veganuary 2021, and how is the movement growing so rapidly year-on-year?
Joining us to answer this and more is Ria Rehberg, CEO of Veganuary. Find out how and why the annual Veganuary challenge has become so popular, how working with manufacturers and retailers is helping to introduce new flexitarians to plant-based food, and what Veganuary 2021 participants will have to look forward to.
Sign up to Veganuary 2021 here
Ria Rehberg, CEO, Veganuary
Ria Rehberg is the CEO of Veganuary, a UK based charity that encourages people worldwide to try vegan for January and beyond. Since 2014, Veganuary has inspired and supported more than one million people in 192 countries to try vegan. Additionally Veganuary works with hundreds of businesses to drive up vegan food provision in shops and restaurants, and have made veganism more visible and accessible through their work with national and international media.
About Veganuary 2020
- 400,000 signed up to Veganuary in 2020, from 192 countries with only 3 countries not having any participants (2 of which were North Korea and the Vatican State)
- Ran their first ever TV ads in UK, US, Germany, South Africa and Chile
- Heavily focused on the environment
- Kantar data shows that 10 times as many people who sign up actually took part in Veganuary, with the UK figure at 1.3 million, 800,000 were new to Veganuary
- Kantar went onto track the purchases of the people who took part in Veganuary and there was a continued reduction in animal product purchases
- 650 new plant based products were launched in January 2020, and 550 new plant based options were added to menus