Veganuary 2025 spurs significant shift toward plant-based eating in the UK

Veganuary’s latest campaign has once again demonstrated the growing momentum behind plant-based eating in the UK, with more businesses, media coverage, and consumer engagement than ever before. According to the Veganuary 2025 End-of-Campaign Report, the initiative inspired millions to reduce meat consumption, supported by major retailers, restaurants, and workplace challenges.

The campaign, which encourages people to try a plant-based diet for the month of January, saw more than 25.8 million people globally participate this year. The UK played a central role, with over 300 new vegan products and menu items launched nationwide, reinforcing plant-based foods as an increasingly mainstream choice.

New research published as part of the campaign also revealed a decline in meat sales in Germany during Veganuary 2024, with a 12.5% drop compared to the previous year’s average. While similar UK figures were not available, Veganuary’s expanding influence suggests it is helping to reshape food purchasing habits across multiple markets.

Reflecting on the success of the 2025 campaign, CEO Ria Rehberg, said, “While I’m grateful for this incredible progress, this moment is also bittersweet for me as it marks my final Veganuary as part of the organization. After leading this campaign for six years and helping transform it from a primarily UK-based initiative to a truly global movement active in 20 countries worldwide, I’ve decided to step down and hand the reins to someone new. I’m absolutely delighted that Wendy Matthews, Veganuary’s current Head of International Partnerships and Expansion, will be Veganuary’s new CEO from 15 March 2025. Having worked alongside Wendy in our senior leadership team for over five years, I can leave the organization knowing with absolute confidence that under her guidance, this movement will continue to flourish and inspire even more people around the world.”

Matthews, added, "We are on a mission to make plant-based the easy, obvious choice—work that has never been more urgent, more important, or more full of potential. After five years alongside this talented team, I’ve seen first-hand the power we have to drive real, lasting change. As we build on our strong foundation, I’m grateful for Ria’s visionary leadership in transforming Veganuary into a truly global force that has inspired millions. Looking ahead, we have an extraordinary opportunity to find fresh approaches and forge bold partnerships that will invite individuals and industries alike to pull up a seat at the plant-based table and be part of a movement that is reshaping the future."

One of the standout trends in this year’s campaign was the strong response from major UK businesses. Supermarkets, restaurants, and food brands significantly expanded their plant-based offerings, with many citing increased consumer interest.

“Aldi unveiled its biggest vegan range yet for Veganuary 2025,” said Julie Ashfield, Managing Director of Buying at Aldi UK. “We’ve loved seeing the enthusiastic shopper response to our Veganuary range and plan to bring more fantastic products to our stores in the future.”

Similarly, Lidl introduced 28 new plant-based products, while THIS! Foods partnered with IKEA to launch plant-based sausages across 19 UK locations. Other highlights included a Beyond Steak Chimichurri Burrito at Tortilla, a new vegan Hawaiian pizza from Papa John’s, and an expanded Ben & Jerry’s dairy-free range.

Retail participation also extended beyond food. Mars launched a new vegan Galaxy chocolate bar, and other brands followed suit, responding to what Veganuary describes as a clear shift in consumer preferences.

This year saw a record number of UK workplaces encouraging employees to participate in Veganuary, with 228 organizations taking part globally. Leading institutions such as the Natural History Museum, Just Eat Takeaway, and University Hospitals Dorset Trust all engaged in activities promoting plant-based diets.

For the University of Exeter, Veganuary provided an opportunity to raise awareness about plant-based eating’s long-term impact. The university organised events, loyalty rewards for vegan meals, and widespread student engagement, helping to embed plant-based choices into daily routines.

The cultural reach of Veganuary 2025 was one of the strongest to date, with 2,290 media stories covering the campaign in the UK. Celebrities played a key role in amplifying the message, including Bethany Antonia (House of the Dragon), Nicola Roberts (Girls Aloud), and Hugh Fearnley-Whittingstall, who all contributed plant-based recipes.

Meanwhile, a provocative advertising campaign on ITVX encouraged audiences to rethink their food choices by highlighting the ‘weirdness’ of conventional meat consumption. With more than 66,000 views, the campaign leveraged consumer curiosity to spark deeper reflection about dietary habits.

Chris Packham, a long-time Veganuary ambassador, also made headlines by personally inviting TV presenter Jeremy Clarkson—who recently suffered a heart attack—to consider plant-based eating for health reasons.

One of the most compelling pieces of data from the Veganuary 2025 report is the link between participation and long-term dietary shifts. Research conducted by the University of Exeter found that taking part in Veganuary can lead to ‘meat disgust’ over time, making it easier for participants to reduce or eliminate animal products permanently.

This aligns with findings in Germany, where two consecutive years of Veganuary participation coincided with double-digit declines in meat sales during January. While UK supermarkets have not released comparable data, the rapid expansion of plant-based product ranges suggests a similar trend may be unfolding.

Beyond personal dietary choices, Veganuary continues to position plant-based eating as a solution to global sustainability challenges. The campaign highlights how animal agriculture drives deforestation, biodiversity loss, and greenhouse gas emissions, reinforcing the urgency of dietary shifts.

“Our mission is to inspire and support people to try vegan, drive corporate change, and create a global mass movement championing compassionate food choices,” the report states. “This is not just about January—it’s about making plant-based eating mainstream.”