You have probably heard of a movement called Veganuary. It started in the UK back in 2014. You can easily guess what it means by its words: Going vegan during the month of January.
Oat yogurt with homemade fruit compote and granola from Ipsen & Co. Image taken during my 2019 trip to Copenhagen, Denmark. © Diana - The Elephant Soul
In this week’s blog I explain what Veganuary is and why it makes sense for anyone to try it in 2020. I also share simple ideas of how people are making Veganuary a fun, inclusive and creative event. Curious to learn some facts that are prompting more people each year to try Veganuary? Read on for inspiration and ideas.
What is Veganuary?
For some, Veganuary starts with a pledge. Committing to not eating animal products throughout January and adopting a plant-based diet for every day of the month. Its main premises are to help prevent animal suffering, protect the planet and eat more healthy. Others don’t take a pledge at all, like one of my friends, but instead they eat and cook only vegan recipes through January. The reasons vary, but health is usually a strong drive.
Veganuary focuses mostly on the food rather than on the whole vegan lifestyle. And although it promotes a change in diet for the 31 days of January, it encourages omnivores and participants to consider switching to veganism even if later down the road.
In the UK, Veganuary has been a strong movement for over five years now. However, every year more countries are adopting the concept and organizing events to encourage people to go vegan during January as well as businesses to provide more options to consumers. Some of the figures shared in Veganuary’s official website include:
250K people took the pledge in 2019
Over 500K people have participated since Veganuary began back in 2014
Close to 180 countries around the world have participated in this movement
200+ new vegan products and menus were launched during 2019’s Veganuary
More than 500 businesses took part in Veganuary 2019, including supermarkets and restaurants
An example of how businesses see Veganuary as an opportunity to reach a growing number of people trying to eat more plant-based meals is Hellmann’s, the big consumer products company. Hellmann’s launched a new vegan mayo line to honor Veganuary 2020. They already had a vegan mayo line, but this year they came up with new flavors like basil, turmeric and beetroot. A brand new piece of news is that Starbucks is now offering consumers the option of oat milk in 1,300 of its locations. This dairy-free milk will now be a part of their permanent menu in many states across the U.S.
Another company celebrating Veganuary is the innovative Just Salad franchise, which introduced the limited-edition Veganuary Salad challenge at their outlets in the US and Dubai. This is a cool company to support: it gives you free toppings any time you use their reusable salad bowls which cost just USD$1.
The Economist predicted in 2019 that veganism was going mainstream. Industries listened and it’s easy to understand why: the plant-based food industry is worth USD$4.5 billion, according to reports by the advocacy group Good Food Institute.
Why do people join Veganuary?
The idea of forgoing all animal products for a month is not as intimidating to some as adopting a full vegan lifestyle. A month seems doable and even enticing, considering how much meat people eat during the holidays. In this 2019 article by BBC Mundo, it was stated that the average person in the United States, Australia, New Zealand and Argentina eats 100 kg of meat per person per year and the equivalent of 50 chickens or half a cow each. Yikes!
Our World in Data, a trusted research organization, studied the consumption of milk per capita in countries around the world. The ones in deep blue are the ones consuming the largest amounts of dairy products: an average of more than 250 kgs per person per year. In the Western Hemisphere, it is easy to see how the United States and Europe are amongst the top consumers.
One of the prevalent reasons why omnivores decide to try Veganuary is a growing concern over the conditions of farm animals. The graph below from a recent BBC News article titled Veganism: Why are vegan diets on the rise? shows how animal welfare is one of the top three key drives for omnivores to try a vegan diet.
The main reason though, is health followed by weight management. With an ever increasing number of studies and scientific evidence that point meat and dairy consumption as the culprits for different kinds of common diseases -type 2 diabetes and heart disease among others- veganism comes out as the solution to many of these ailments. Eye-opening documentaries like Forks Over Knives and What the Health (both available on Netflix) have planted the seeds on how switching to a plant-based whole foods can transform and heal our bodies.
Another interesting data and one of the most shocking numbers I found in preparation of this week’s blog post was:
“The average man eats more than his own weight in meat every year (even as that weight has increased by 30 pounds since 1960). Americans eat meat in quantities that are double the global average.”
Vegan pancakes with banana and chocolate sauce from Souls CPH. Image taken during my 2019 trip to Copenhagen, Denmark. © Diana - The Elephant Soul
What are some of the things people do during Veganuary?
Dining out - Since many restaurants use the opportunity presented by Veganuary, it is easier to find new vegan items on the menu during this month and beyond. Plan a fun gathering with friends and try out new dishes! This list by Cosmopolitan shares nearly 30 restaurant chains in the UK with great vegan options.
Challenges - Whether it is at your workplace, at home or with your best friend, accepting the challenge to eat vegan during the month of January can be a fun way to discover new flavors. Making recipes from popular vegan YouTube channels will make the challenge easier and more engaging.
Potlucks - Sharing dishes you’ve prepared with others doing Veganuary is a fun way to connect with people who are on your same path or who wish to meet more vegans. It’s not surprising how few vegans there are in some parts of the world! And if you’re one of them in Amman, Jordan, join this month’s vegan potluck at House of Dreaming.
Meet ups - This is another great way to have fun in Veganuary. For example, in Washington DC there will be a vegan meet up this January 25th to meet likeminded people and to come up with ideas to request restaurants to provide more plant-based options. You can join here.
Product launches and campaigns - McDonald’s is one of the companies to join Veganuary with its Vegan Happy Meal . The Million Dollar Vegan campaign urges people to go vegan for January and in return they will donate USD$1 to charity for every person who takes the pledge. You can take part in campaigns and events that will bring you closer to the reasons why people are vegan.
What are the benefits of trying Veganuary?
Shed some pounds while keeping your body nourished
Clear your skin by eating a diverse whole foods plant-based diet
Discover new food combinations and flavors
Reduce inflammation and hence pain
Meet interesting people walking the same path as yours
What happens in February (and in the rest of the year)?
The aim of Veganuary however doesn’t end on January 31st. The idea is that more members of the community i.e. restaurants, small businesses, manufacturing companies take action and provide wider opportunities for people who want to try and continue a vegan lifestyle.
Part deux of my brunch at psen & Co. Image taken during my 2019 trip to Copenhagen, Denmark. © Diana - The Elephant Soul
Statistics show that, although many people would recommend doing Veganuary, many find it hard to continue after January is over. However, the number of vegans around the world is only increasing. According to the vegan demographic calculations made by the vegan site Veganbits.com, the global number of vegans in 2020 is about 75 million. Israel is the country in the world with the most vegans. And, according to Veganuary’s campaign’s facts and figures, 47% of people said they’re committed to staying vegan after Veganuary.
Omnivores are a driving force behind Veganuary and I am really excited to learn how many will be joining the cause this year. Try Veganuary this January! You’ll be surprised by how well, full and happy you’ll feel after every meal. If you’d like a list of resources, social media accounts to follow and wellness tips you can find it in my previous post: Recommitting to Veganism - 7 Reasons Why You Should Stay Vegan in 2020
T-shirt from Souls CPH. Image taken during my 2019 trip to Copenhagen, Denmark. © Diana - The Elephant Soul
What about you? What would prompt you to try Veganuary in 2020? If you’re considering it (even though it’s later than January 1st), what are the challenges you anticipate and what is your motivation? I’d love to know in the comments section below.
Thank you for being here.
Namaste.
Diana