Veganuary, the international initiative named after the words vegan and January, kicked off on January 1st. It invites people to experiment with a plant-based diet throughout the month. Launched in 2015, the campaign helps millions of people discover plant-based cuisine every year, highlighting how a 31-day experiment can pave the way for more mindful and sustainable habits.
When Veganuary Was Born
Veganuary was launched in the UK by Jane Land and Matthew Glover and has shown impressive growth since its first year, going from 12,800 registrations in 2015 to tens of millions of participants. By 2025, approximately 25.8 million people worldwide had signed up to try a vegan diet for the month of January.
The campaign officially launched in the United States in 2017, led by Veganuary, the international nonprofit organization that encourages people to try a vegan diet during the month of January. Through the U.S.-based Veganuary website, participants can sign up for free and gain access to a wide range of practical resources designed to make exploring plant-based eating approachable, flexible, and realistic for everyday American life.
These resources include seasonal, budget-friendly recipes, weekly meal plans, and downloadable guides that cover key topics such as plant-based protein sources, grocery shopping tips, and family-friendly meals. The recipes are designed to fit common U.S. eating habits, with ideas for breakfast, lunch, dinner, and snacks that prioritize convenience, flavor, and nutritional balance.
Throughout January, participants receive daily emails featuring nutrition guidance, cooking tips, success stories from past participants, and encouragement to stay motivated. Members are also invited to join an active online community, where people share recipes, challenges, and progress across social media. In addition, Veganuary partners with U.S. food brands, restaurants, and retailers to offer discounts, product recommendations, and plant-based menu options, making it easier for participants to try new foods and stick with the challenge.
Membership Increases Year by Year
According to surveys and reporting cited by Veganuary U.S., millions of Americans have taken part in Veganuary in recent years, with awareness of the initiative continuing to grow nationwide. While participation rates fluctuate annually, Veganuary has become a familiar concept in the U.S., especially among younger consumers and those interested in food, health, and sustainability. Today, a significant share of Americans recognize the campaign, even if they don’t follow a fully plant-based diet year-round.
People cite a range of motivations for participating. Health benefits are among the most common, including increased energy, improved digestion, and interest in supporting heart health or managing cholesterol. Environmental concerns are another major driver: research consistently shows that plant-based diets can significantly reduce greenhouse gas emissions, with some studies estimating a reduction of up to 50% compared to typical American diets. Animal welfare also plays a central role, with many participants viewing Veganuary as a practical way to align daily food choices with their values.
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