Veganuary 2023 attracts 7L people worldwide

New Delhi (India) : Veganuary, the worldwide movement to get people to try veganism for the month of January and beyond, has attracted more people than ever before. About 706,695 people signed up formally from virtually every country on the planet. The only countries not on the official list of participants for 2023 are the Vatican City and North Korea (where internet access is restricted). More than 90,000 people signed up in India, smashing the previous record set in 2017.

More than 1.9 million Instagram posts have been made in honour of Veganuary, and in January 2023, more than 300 million people will interact with Veganuary’s international social media channels. The 10 Indian Ambassadors and other supporters in the film industry, professional sports, fitness, mountaineering, and the culinary arts have helped propel the movement’s popularity in India.

The number of Indian businesses taking part in Veganuary has doubled in 2023, reflecting a rise in both individual and corporate interest in the movement. BigBasket, Nature’s Basket, Swiggy Instamart, Baskin Robbins, Wingreens World, and many more major national brands, retailers, and restaurants participated in Veganuary by launching new products, promotions, and special menu items and developing targeted marketing campaigns for plant-based products.

Mohit Khattar, CEO, Graviss Foods Pvt Ltd. Said “Baskin Robbins has always aimed to give its consumers the very best in indulgence. For its Vegan consumers, this includes the option to enjoy plant based and dairy free (vegan) versions of popular Baskin Robbins flavours! Veganism is becoming popular day by day and Baskin Robbins is excited to celebrate with its vegan consumers through participation in Veganuary.”

Amrut Mehta, Director of Little Italy said “I am proud to partner with Veganuary this year, as I believe this platform will inspire people to try vegan to protect the planet and improve human health. Indians are finally ready for veganism, and technological advancements have eased the introduction of new products. At Little Italy, being a vegetarian brand the next step for us was to have a vegan menu and now that it’s finally being well-accepted in India that’s great news for everyone. Making the pizza feel cheesier with vegan cheese or making pasta creamier using a plant-based alternative was a challenge. However, we saw the fruits of labour when even our non-vegan customers began adopting and loving the vegan menu.”

To enable people to take part in the campaign in ways that suit their lifestyle in an ever-changing world, Veganuary launched two new platforms for public participation this year – a 31-day YouTube series providing helpful tips and advice, and the weekly Veganuary Podcast featuring celebrity chefs, actors, and vegan influencers.

Reflecting on the success of the 2023 campaign, Veganuary’s India head Prashanth Vishwanath says: “Indians are clearly convinced about the multiple advantages of a vegan diet, and have given it a shot in record numbers. Veganuary understands the science of behaviour change, and its fun, engaging approach has helped people explore plant-based foods. We have been successful in creating a favourable ecosystem for anyone trying vegan by partnering with businesses, workplaces, and influencers to raise awareness and make vegan foods more accessible”

First launched in the UK in January 2014, Veganuary has been increasing its global reach for several years; opening offices in the US, Germany and Chile in 2019; Argentina and Brazil in 2020; and India in 2021. Official Veganuary campaigns also take place in Italy, France, Switzerland, South Africa, Australia, Singapore, and Mexico in collaboration with local organizations. Veganuary’s five-year strategy envisions the campaign expanding into ten more countries by 2027.

Veganuary is a non-profit organization that encourages people worldwide to try vegan for January and beyond. It was founded in the UK in 2014 and since then nearly 2.5 million people have taken the 31-day plant-based pledge from almost every country in the world. With campaign hubs now in Germany, USA, Brazil, Chile, Argentina, India and the UK, Veganuary has truly become a global phenomenon. This New Year’s revolution has also been embraced by businesses, with hundreds of companies taking part in Veganuary this year, launching more than 1,540 new vegan products and menu items.

Veganuary is free to join, and people can sign-up at veganuary.com to receive our Celebrity eCookbook, the Official Veganuary Starter Kit, and 31 daily emails packed with nutritional info, delicious recipes, meal plans, and helpful advice.