Veganuary 2022 Has Begun & A New Survey Shows That Nearly One-Third Of Americans Plan To Eat More Plant-Based Foods In The New Year

A new survey conducted by YouGov indicates that nearly one-third of Americans plan to eat more plant-based foods in the new year. The recent YouGov survey also indicates that 30% of Americans agree that their perceptions of a plant-based vegan diet have changed for the better in the last two years, since Veganuary’s initial launch in the United States.

In 2021, more than 582,000 people signed up to take part in Veganuary, the global movement that encourages people to go vegan in January and beyond, compared to 400,000 in 2020. The United States ranks number two in terms of sign-ups per country.

Veganuary is anticipating record sign-ups for the month-long pledge where people try going vegan to help build a better future.

“As more Americans become aware of the incredible influence our food choices have on our day-to-day well-being and the health of our planet, attitudes towards eating vegan are changing,” Veganuary’s U.S. Director, Wendy Matthews, said in a statement. “While shifting our diets may seem daunting, signing up for Veganuary makes it much easier as our free pledge is filled with all of the tools and resources you need to make it fun and easy.”

According to the same YouGov survey, 31% of Americans are interested in eating a fully plant-based vegan diet but have certain reservations, with the top concerns being that they are unsure if they could stick with it, are concerned about affordability, and want meal plans and recipes.

Veganuary is uniquely positioned to mitigate these concerns by offering all pledge participants a free celebrity e-cookbook and the Official Veganuary Starter Kit, as well as daily recipes, nutrition trackers, meal plans, tips on eating out, and ongoing support through email during their pledge month. The cookbook includes contributions from Venus Williams, Jane Goodall, Bryan Adams, Mayim Bialik, and NYC Mayor Eric Adams.

Veganuary also works closely with retailers, restaurants, and brands to create special offers, new product launches, and discounts throughout the month that participants can take advantage of. Many of which participate in Veganuary by offering promotions, giveaways, and special menu items, while creating specialized marketing campaigns for plant-based products.

This year’s campaign launch follows on the heels of COP26’s failure to address animal agriculture’s contribution to the climate crisis, as the organization urges people to take climate action into their own hands and try vegan this January. The urgent call to action marks the launch of Veganuary’s 2022 campaign and continued international expansion with India joining the United States, UK, Germany, Chile, Brazil, and Argentina as campaign hubs.