Veganuary, the annual campaign promoting plant-based diets in January, has reported participation from approximately 25.8 million people worldwide in 2025. The organization expanded its reach this year with new initiatives in Canada, Peru, and Malaysia, working alongside local partners to encourage plant-based eating.
“Veganuary isn’t just a one-month challenge anymore”
The participation estimate is based on surveys conducted in 11 countries, including the United States, United Kingdom, Germany, and Brazil. The findings were then extrapolated using population data. In the US, the campaign saw engagement from major food brands, retailers, and restaurants, with companies such as The Kraft Heinz Not Company, Amy’s Kitchen, and Voodoo Doughnuts launching plant-based products and promotions.
According to Sandra Hungate, Veganuary’s US director, “It’s incredibly exciting to see the numbers of participants in January and to know that Veganuary isn’t just a one-month challenge anymore. Over a quarter of participants stayed vegan after Veganuary 2024, and the majority of Veganuary participants — 81% — said they have reduced the amount of animal products in their diets by at least half.”
US engagement and initiatives
In the United States, Veganuary 2025 was supported by companies such as Vitacost, Field Roast, and Lightlife. The campaign saw participation from more than 50 restaurants in New York City and the City of West Hollywood, which implemented a Veganuary-focused program for residents, businesses, and municipal staff.
Several public figures promoted the campaign, including actors Woody and Laura Harrelson, comedian Preacher Lawson, and WWE Hall of Fame wrestler Amy Dumas. Meanwhile, an all-female team of international scientists, including members from the US, took part in Veganuary while on a climate-focused expedition in Antarctica.
The campaign also extended into workplaces, with over 40 US employers across media, education, solar energy, and manufacturing industries encouraging their staff to participate.
Expansion in China with V-March
While Veganuary has been established in 20 countries, the campaign’s January timing does not align well with all regions. In China, where the Lunar New Year falls between late January and early February, the China Vegan Society has developed a new initiative called Mangchun Sanyue (茻春三月), or V-March, to encourage plant-based eating in March instead.
“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today” said Jian Yi, founder & CEO of China Vegan Society.”
V-March is set to launch on March 1 and will run for 31 days. Over 50 businesses in China have already committed to participating, with additional companies expected to join.
