Veganuary 2025 Promises Biggest Year Yet for Going Plant-Based

Veganuary is a global phenomenon and an annual healthy new year’s campaign that encourages people to remove animal products from their plates for the month of January.

The organisation has been growing steadily every year since its inception, running for the first time in 2015. In 2024, more than a decade after it was founded, the initiative announced its largest recorded audience, with 1.8 million sign-ups worldwide. What began as a simple idea from a British couple has by now grown into one of the most successful global movements for dietary change, nutrition education and consumer-driven food systems transformation. With increased participation at every cycle, Veganuary 2025 promises to be its most successful run yet. 

ProVeg South Africa is the official national partner of the Veganuary campaign for January 2025, offering a free guided Veggie Challenge programme for 31 days of plant-based eating and encouraging all South Africans to participate in a month-long journey towards improving their wellbeing. 

Surveyed participants from 2024 showed that 81 percent of respondents have maintained a dramatic reduction in their animal product consumption. Nearly two-thirds of people who have continued to eat a fully vegan diet by the six month milestone and have experienced improvements to their health reporting; increased energy for 59 percent, improved mood for 57 percent, better skin for 54 percent and 48 percent of participants indicated a desired change in body weight. Notably 58 percent of respondents said Veganuary helped them to make more sustainable food choices and 55 percent said it helped them to make healthier food choices. The full Veganuary 2024 Six-Month Survey Results can be seen here. 

Major international celebrities have endorsed Veganuary as its ambassadors including Billie Eilish, Woody Harrelson, Joaquin Phoenix, Paul McCartney, Evanna Lynch, Alicia Silverstone, Mayim Bialik, James Moore, Peter Egan, cricket coach Jason Gillespie, strength athlete John Machin, strongman champion Patrik Baboumian, and chefs Hugh Fearnley-Whittingstall, Ainsley Harriott, Kwoklyn Wan, Freya Cox and Giuseppe Federici – to name a few. In Southern Africa; The Fry’s Family Food Co. director Tammy Fry actress Ann Juries May, Zimbabwean vegan chef Nicola Kagoro, food blogger Amber Timm, wellness coach Anastasia Scoulelis, UCT Professor David Bilchitz and influencer Garth Tavares are all among the local cohort of high-profile Veganuary supporters. 

Going vegan has never been easier. For those in South Africa seeking the convenience of a take-away meal during their Veganuary experience or at any time: ProVeg has ranked popular fast-food franchises for their plant-based friendliness. 

Anyone interested in participating in Veganuary 2025 can sign up for the free ProVeg Veggie Challenge.

ENDS

Media Contact

ProVeg South Africa – Wikus Engelbrecht – Communications Manager: [email protected]; +27 64 172 0120

About ProVeg South Africa:

ProVeg South Africa is the local branch of ProVeg International. ProVeg is an international food awareness organisation working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.

More about Veganuary: 

Veganuary is a global nonprofit that has inspired millions of people to try vegan in January and beyond. Simply put, the Veganuary campaign is a free global marketing moment for brands, retailers, and restaurants to promote and launch their vegan products.

Their aim is to connect the millions of consumers that participate in Veganuary with businesses that can provide the plant-based options they are looking for during January and beyond.

In the US, over 400 businesses participated in Veganuary 2024 and more than 1,000 media stories covered the campaign. Aligning with Veganuary is the ultimate opportunity for brands to solidify their position as leaders in the plant-based space and connect with the growing segment of veg-curious consumers.