Veganuary uptake hits 19% with 24 to 34-year-olds leading charge

Younger adults are driving a surge in Veganuary participation this year, with new figures showing nearly a fifth of Brits have adopted a vegan or plant-based diet this January.

A survey of 1,000 people conducted by The Harris Poll UK for The Grocer, found that 19% of respondents are taking part – well above the 12% participation rate predicted by Veganuary ahead of the campaign.

Participation is strongest among 24 to 34-year-olds, with 37% saying they are following a vegan or plant-based diet this month. This figure drops sharply with age, falling to 18% among 45 to 54-year-olds and just 6% among those aged 55 to 64.

The data also suggests that Veganuary resonates most with flexitarians, with two-thirds of participants saying they have previously chosen plant-based options without fully committing to a vegan diet.

Separate YouGov research commissioned by the non-profit found more than a third (37%) of UK adults plan to buy vegan products this month – highlighting growing interest in plant-based options even among those not formally taking part.

Most participants report a positive experience so far, with 37% saying the challenge is going ‘really well’ and a further 52% describing it as going ‘quite well’, despite some challenges.

Health was the primary motivation for 59% of participants, followed by mental wellbeing and weight management.

By Jane Wolfe, contributor