Veganuary 2023 has broken all previous records with 706,965 participants officially signing up to the 31-day plant-based pledge.
According to the organisation, sign-up’s also spread to almost every country in the world, with only North Korea and Vatican City missing from its official list of participants in its tenth year running the campaign.
However, despite the record-breaking figure, studies suggest that more people participate in Veganuary than those who officially sign-up, as a YouGov survey conducted last month found that 4% of all UK respondents reported participating in Veganuary in January.
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The campaign’s social media presence has also continued to grow, with #Veganuary having been viewed on TikTok more than 894 million times and over 300 million people engaging with Veganuary’s international social media channels last month.
The 2023 challenge saw further support from celebrities including Peter Andre, Diane Morgan, Juliet Sea, Alexandra Madell, with Lucy Watson and Alexis Gauthier becomeing official ambassadors for the charity this year.
“The impact our food choices have on the planet is getting harder to ignore, and it’s very inspiring to see so many people around the world starting the new year by taking action,” Veganuary head of communications, Toni Vernelli said.
“Attitudes towards veganism are changing, and Veganuary’s just-give-it-a-go-for-a-month-and-see-what-you-think approach has undoubtedly played an instrumental role in this shift, offering a non-judgmental way for businesses and individuals alike to explore a transition towards plant-based.”
This comes as new research from product intelligence plastofrm, Vypr found that more men were interested in the challenge than women this year, with 35% of male respondents having been interested in the pledge, compared to 26% across female respondents.
