Veganuary 2023: more than 700,000 people tried a vegan diet this year!


Brenda Ferretti
Campaigns manager

Once again this year, Veganuary came to a hugely successful end: the largest vegan initiative in the world had more participants than ever before. During the tenth edition of this month-long vegan challenge, 706,965 people from almost all countries of the world officially registered. Only Vatican City and North Korea were missing from the list.

The record number of registrations is probably just the tip of the iceberg: we know from various studies that the total number of people participating in Veganuary is significantly higher than the number of people who register through the dedicated website.

And in Italy?

In our country, where we are an official Veganuary partner, 5% of the population participated. In fact, the figure rises to 11% among young people between the ages of 18 and 24 (YouGov data). In addition, a quarter of people in Italy say they have heard of the initiative. This data indicates a broader participation and knowledge than in the past and also demonstrates the social and cultural influence of this initiative in Italy.

The campaign’s social media presence is also growing: the hashtag #Veganuary was displayed on TikTok more than 900 million times and over 300 million people interacted with content from Veganuary’s official partners and channels – including Essere Animali’s social media channels – on all platforms.

Influencers and people from the entertainment world are also increasingly attracted to Veganuary’s fun and positive approach, which conveys inclusivity and a desire to experiment. Numerous Italian content creators helped to spread the initiative through their social networks.

Another important factor is the participation of the agri-food production industry, which can greatly help to drastically reduce the suffering of farmed animals by means of its choices. In Italy, more than 40 companies and 20 restaurants joined the campaign – including Aldi, cameo, Alpro, Altromercato, KoRo and Lush – with promotional activities, dedicated products and social media communications with the involvement of influencers and content creators.

Veganuary isn’t just for January

To allow people to continue with the campaign and keep deepening their knowledge of the vegan diet and lifestyle, yesterday we launched the second season of the IoScelgoVeg podcast. In 6 episodes, together with Martina and Maria, we reveal everything there is to know about vegan nutrition and lifestyle, as well as the challenges, peculiarities and underlying themes of an ethical choice made to protect animals and the environment. The episodes will be available weekly on Spotify and all other podcast platforms.

It is incredibly inspiring to see the participation levels and influence of Veganuary also continue to grow in Italy. As people become more aware of the incredible impact our food choices have on the health of our planet and the animals still confined to farms, attitudes toward a vegan diet and lifestyle are changing everywhere. Veganuary’s friendly and inclusive, non-judgemental approach has undoubtedly played a critical role in this important change for the future of us all.

*All data, unless otherwise specified, is from YouGov Plc. The total sample size was 2501 adults. Fieldwork was carried out between 17 and 18 January 2023. The survey was conducted online. The data were weighted and are representative of all adults in Italy (over 18 years of age).