It's hard to believe the dark days of January are long gone when you see rust-colored leaves and pumpkins on porches. In the food and beverage industry, time flies. The new year is just around the corner, and with it comes the biggest food movement of our time: Veganuary.
Veganuary, for those who don't know, is an annual event that encourages people to become vegan. Like Dry JanuaryIt is becoming increasingly popular and attracts participants from all over the world.
Veganuary is so popular that Joaquin Phoenix and Bill Eilish, as well as Sir Paul McCartney, are among its fans.
McCartney said: "I've been a vegetarian for over 40 years. I've stayed that way because every meat-free meal is good for animals and good for our planet." That's why I started Meatless Monday with my daughters Mary and Stella and why I also support Veganuary.
As with any food trend, brands will follow consumer trends and launch a variety of products with marketing campaigns.
How is the food industry planning for Veganuary in 2025? Is it too late to join them, or is there still time for other industries to participate?
What are food companies doing to prepare for Veganuary this year?
Food and beverage companies, especially plant-based ones, have a busy month in January.
Sam Maguire, the marketing manager for Rude Health's plant-based dairy brand, told FoodNavigator that January was a big month.
Some brands have launched products in collaboration with Veganuary to take advantage of this opportunity.
Mark Cuddigan told FoodNavigator that plant-based company THIS is launching a major campaign.
Many do not reveal their plans in full because they do not want to spoil the surprise and give their rivals ideas.
Cuddigan replied, "You're telepathic," when asked if there was a plan to design special packaging. I can't tell you anything else because Lou (our designer) will tell me to stop!
The investment in Veganuary has clearly paid off, as several brands, including THIS, have seen increased sales.
Cuddigan said that "veganism is a growing trend and we see an increase in sales every January." Last year, for example, we had one of the biggest sales weeks in our history, driven by in-store activations and customers' willingness to try more products throughout January.
Many in the industry believe that it is inevitable that plant-based products will succeed.
Maguire of Rude Health says raising awareness of the health benefits of vegan foods will have a natural impact on sales.
Veganuary's success is partly due to its timing. The idea of "New year, new me"The premise of the campaign is that products made from plants are healthier than those made from animal products.
Maguire says people tend to choose better drinks and foods as they enter the New Year.
Brands from all walks of life are participating in Veganuary by expanding their product ranges to include vegan alternatives.
Veganuary spokesperson: “We have worked with businesses to increase vegan choices in restaurants and shops, as well as making veganism visible in national media.
Veganuary does not have a long-term impact on consumers' decision to adopt a vegan diet. However, it does help change consumer habits.
Maguire of Rude Health says, "We're not seeing people going completely vegan, but rather adding more plant-based foods to their diets." If we want this trend to continue, it's important that support continues and products are developed for consumer needs.
Can brands still participate in Veganuary after the deadline?
Veganuary organizers have a clear answer: brands that offer plant-based products are welcome.
Since we launched Veganuary in 2014, millions of people have participated. “We need businesses like yours to help us promote your plant-based products and special offers so people find them in January,” said a Veganuary spokesperson.
Many brands that traditionally use animal products are now eligible, such as Hellmann's, with its vegan mayonnaise and Marmite.
What is Veganuary?
The annual Veganuary challenge takes place every January. Its mission is to inspire people to become vegan. The event was founded by two British people: Jane Land and Matthew Glover. It also aims to educate and promote veganism.
Veganuary began in 2014. Since then, the number of participants has grown every year. Today, there are over one million vegans from 220 different countries.
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