January is often a time for people to take stock, try new hobbies or simply hibernate and try to make it to February. For many, after the excesses of the festive period, January can be a time to address health and fitness, both physical and psychological. And while there will be plenty of gym bunnies signing up for memberships at their local gym or leisure centre (which they’ll visit at least once!), an increasing number of people across the globe are giving veganism a try by signing up for Veganuary.
According to the official Veganuary site, official Veganuary campaigns are running in many countries including the UK, the USA, India, Spain, Mexico, South Africa and Canada to name but a few. There are even plans afoot for a sister campaign (called V-March) to launch in China. But how many people signed up to Veganuary in 2025?
YouGov Survey Points to Almost 30 Million People Trying Veganism in January 2025
Although it’s impossible to give a perfectly accurate figure, survey data gathered by renowned polling firm YouGov PLC suggest that 25.8 million people ‘chose to try vegan in January 2025’. While this is not the same as officially signing up to the Veganuary, this is 3% higher than the equivalent figure for 2024.
The survey included samples from the UK, Germany, Italy, France, Austria, Switzerland, Chile, Canada, Brazil and the USA. They then extrapolated these data to other countries in which Veganuary campaigns were active, and hence came up with the 25.8 million figure. One thing that might have helped bolster numbers for this year’s campaign could have been the free celebrity vegan cookbook that is available to anyone who gives their email on the Veganuary site. The cookbook (which is delivered as a PDF) features mainly pretty simple (but also very nutritious and tasty) recipes from the likes of chef Hugh Fearnley-Whittingstall, actor Joanna Lumley, tennis star Venus Williams and cricket player Jason Gillespie, and is well worth checking out.
Who Are the Veganuary Ambassadors?
Veganuary’s reach appears to be broadening every year, which is helped by the many vegan celebrity ambassadors who put their names to the campaign. Here are a few of the biggest names who have encouraged others to give veganism a try for January (and hopefully beyond).
-
Billie Eilish (Joe Seer / Bigstockphoto.com) Sir Paul McCartney – You can’t get a much bigger name than former Beatle Sir Paul McCartney, who has been veggie for decades and who was happy to advocate that people give Veganuary a go.
- Joaquin Phoenix – Oscar-winning actor and long-time vegan advocate, Joaquin Phoenix, has regularly used his platform to highlight animal rights issues. He mentions both the climate crisis and ‘the violence of our food system’ in his note of encouragement to would-be Veganuary participants.
- Chris Packham – Never one to shy away from campaigning for the environment and animals, it’s no surprise to see the wildlife TV man’s name among the list of Veganuary ambassadors.
- Sara Pascoe – Comedian Pascoe praises the health benefits she experienced from veganism in her spiel.
- Billie Eilish – Another superstar from the world of music, Billie Eilish is another to focus on the environmental destruction caused by the livestock sector as she encourages people to go vegan.
- Patrik Baboumian – Proving that you can build serious strength and power on a vegan diet, retired strongman Baboumian (who was born in Iran) lends his hefty weight to the Veganuary cause.
- Jay and Katja Wilde – Just to show vegans can come from all walks of life, former cattle farmers, Jay and Katja Wilde, are also now ambassadors for Veganuary.