Veganuary Press Pack 2021 VEGANUARY PRESS PACK 2021
IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING ‘I WISH THERE WAS SOMETHING I COULD DO’– YOU CAN. RIGHT NOW. SIGN UP TO TRY VEGAN THIS JANUARY.
Joaquin Phoenix Veganuary Press Pack 2021 Page 2 ABOUT VEGANUARY
WELCOME TO VEGANUARY!
Launched in the UK in January Participants sign up at 2014, Veganuary is a non-profit www.veganuary.com/try-vegan. organisation that encourages They’re then supported to try vegan people to try vegan for January through a series of emails, social and beyond. Veganuary is focused media content, membership of a on changing consumer behaviours Facebook support group, and a and attitudes, while providing all the website full of helpful resources information and practical support like recipes, a starter kit and meal CHRIS PACKHAM, required to make the transition to plans. Veganuary is more than a TV PRESENTER veganism as easy and as enjoyable pledge: we also support brands, AND VEGANUARY as possible through the month. manufacturers and retailers to AMBASSADOR: Since the campaign started, more expand their plant-based options. than one million people have Last year, more than 600 businesses “Trashing the planet does none of us any good, as the coronavirus pandemic shows registered to try vegan, although took part in Veganuary, while more all too clearly. But we can emerge from data suggests that ten times more than 1200 plant-based products this stronger and wiser, with a renewed people actually participate and try and menus were launched including commitment to protecting the environment, its inhabitants and our own futures. Being vegan vegan in January each year. Gregg’s vegan steak bake, Pizza is a great way to support the natural world and Hut’s Pepperphoni Pizza, KFC’s to live sustainably.” Zero Chicken burger and Subway’s Meatless Meatball Marinara. Veganuary Press Pack 2021 Page 3
WHAT IMPACT HAVE VEGANUARY’S ONE MILLION PAST PARTICIPANTS HAD BY EATING VEGAN FOR 31 DAYS? 6.2 MILLION LITRES OF WATER SAVED
the same as flushing the toilet Data provided by Dr Helen Harwatt from almost half a million times Harvard University’s Animal Law and Policy Program*
405 TONNES OF PO43-EQ (EUTROPHICATION) SAVED the same as 1,645 tonnes of ALSO SPARED sewage spared from waterways THE LIVES OF 3.4 MILLION ANIMALS** 103,840 TONNES OF CO2EQ SAVED **according to the Vegan Society’s calculator equivalent to driving around the world almost 15,000 times *Based on calculations extrapolated from Poore & Nemecek (2018) Science http://science.sciencemag.org/content/360/6392/987/ Veganuary Press Pack 2021 Page 4
2020 VEGANUARY RESULTS CAMPAIGN FACTS & FIGURES 1370 400,000 38% MEDIA STORIES SIGNED UP FOR 72% PARTICIPANTS We were featured in mainstream STAYING VEGAN HEALTH REASONS media every single day during the More than 400,000 people from 192 main campaign period and many countries took part in Veganuary Reasons for taking 72% of Veganuary of the most renowned media in the 2020 by signing up and taking the part in 2020: 38% participants who reported world covered our stories, such as the pledge, an increase of 60% vs 2019. Health, 37% Animals, they had maintained a Sunday print edition of The New York That means we had Veganuary 18% Environment vegan diet throughout Times, Frankfurter Allgemeine Zeitung, participants in every country in the January said they now plan Wall Street Journal, CNN Chile, world but three! to stay vegan The Guardian, BBC, Forbes, The Washington Post and we were featured on the cover of The Times 60% and New Scientist 98% 93% EASIER THAN EXPECTED WOULD RECOMMEND 60% of participants we surveyed LIKELY TO TRY VEGAN AGAIN told us the Veganuary challenge Veganuary is enjoyable. 98% 93% of those participants who was easier than they had anticipated 1 MILLION of participants surveyed and 48% of those who decided to aren’t committing to stay vegan From Feb 2019 to Jan 2020 in 2020 said they would stay vegan say this decision was after Veganuary said they were the Eating Out section on recommend Veganuary influenced by the discovery of great- ‘somewhat likely’, ‘very likely’ or veganuary.com, including to others tasting food ‘extremely likely’ to try veganism the Special Offers and again in the future, showing plant- Restaurant pages, received based demand remains on an over 1 million visitors upward trajectory Source: Veganuary 2020 Participant Survey Veganuary Press Pack 2021 Page 5 THE VEGAN MARKET 92% OF PLANT-BASED MEALS EATEN BY NON-VEGANS
1 IN 3 A total of 4.4 billion meat-free TWICE AS MANY PEOPLE TRIED VEGAN dinners were consumed in 2018, DEMAND FOR an increase of 150 million meals on CONSUMERS 1 in 3 people tried vegan the year before. Plant-based meal options in January 2020, NEW VEGAN SHOPPED VEGAN occasions have grown 37% in the despite not officially signing last four years and are now eaten IN VEGANUARY up to Veganuary. Based on by 10% of the population. PRODUCTS a February 2020 Worldpanel Over 1/2 of US consumers would like “It’s clear the Veganuary campaign is having Plus LinkQ survey of to see restaurants offering more plant- an impact,” said Kantar Head of Retail Insight 48,778 responses 9000 based protein options, while 2/3 of Fraser McKevitt. “More than twice as many Brits say they’ve eaten meat-free foods consumers bought one of the supermarkets’ VEGAN EVENTS in the last six months. Mintel suggests explicitly labelled plant-based products in that this means there is plenty of January 2020 compared with the Eventbrite hosted more than opportunity for restaurants to continue festivity-filled December 2019” 9000 vegan events around to add to these innovative plant-based £816M the world between 2016 ranges throughout the year, and not IN MEAT-FREE SALES and 2019, processing more just in January than half a million tickets. Sales of meat-free foods have The number of vegan events grown 40% from £582 million increased by more in 2014 to an estimated £816 than 300% 388% INCREASE 14% INCREASE million in 2019. Sales are IN VEGAN TAKEAWAYS IN MEAT SUBSTITUTE SALES expected to be in excess of £1.1 billion by 2024, Many shoppers report that they’d 55% OF PEOPLE Kantar found sales of meat finds Mintel consume more plant-rich foods if REDUCING MEAT INTAKE substitutes such as soya mince or it was more convenient. According vegetarian burgers and sausages £3.4 BILLION to research by the British Takeaway 55% of UK consumers now were 14 per cent higher than PLANT-BASED MARKET Campaign, the sector has responded claim they’re actively reducing January last year, while sales of quickly to changes in consumer or considering reducing their lentils were up six per cent, lettuce The Plant-Based Meal Market appetites and vegan orders increased meat intake , according 10 per cent and aubergine is worth £3.4 billion, with dairy by 388% between 2016 to 2018. to IGD 14 per cent alternatives worth £520m and British Takeaway Campaign, 2019. meat alternatives worth £480m Cooking up Growth, Serving up Talent according to Kantar. In the takeaway sector
Sources linked above Veganuary Press Pack 2021 Page 6
68% FEMALE and 32% MALE gave up animal products KANTAR DATA in January 2019 68% 32% RECENT KANTAR DATA 1.31M SHOWS THE FULL IMPACT PEOPLE OF THE ‘VEGANUARY EFFECT’ Age of Individuals — average age 41 YEARS OLD gave up animal products 35% WITH 4.7% OF THE TOTAL in the UK in January 2019 - that’s 32% 32% UK POPULATION GIVING UP 4.7% of the total UK population 30% ANIMAL PRODUCTS + 10 times the number of UK 25% sign ups through the Veganuary 20% IN JANUARY 2019 website. 15% 13% 10% 10% 7% 4% 5% 2% 0% 832K <10 10-14 15-19 20-29 30-44 45-64 65+ (64%) PEOPLE OVERALL REASONS + MOTIVATIONS FOR GIVING UP 832k (64%) people actively 366K ANIMAL PRODUCTS IN JANUARY gave up animal products for PEOPLE the first time - that’s did so specifically as part 64% of total participants of Veganuary -more than giving veganism a go for TRIPLE the number of UK sign the first time! ups through the Veganuary website. 55% to be 49% concern 30% for 28% as part healthier for animal environmental of Veganuary Source: Kantar, FMCG panel, Veganuary LinkQ – July 2019 welfare reasons Veganuary Press Pack 2021 Page 7 VEGANUARY’S POWER ON SOCIAL MEDIA
FACEBOOK INSTAGRAM TWITTER
Audience Audience Audience 311K Likes 325K Followers 59.1K Followers (48% increase from Jan 2018) (106% increase from April 2019) 85% Female 82% Female Total growth in January 13% Male 18% Male 4,687 new followers 3.5M impressions Total growth over Dec/Jan Total growth over Dec/Jan: 57K new followers in 133,750 Dec ‘19 - Jan ‘20 We successfully launched official We successfully launched official Instagram pages for Germany and Facebook pages for Germany and Latin America Latin America
Figures are combined statistics from our UK, German and Latin American social accounts. Veganuary Press Pack 2021 Page 8 2020 CAMPAIGN STATS
SIGN UPS PER YEAR OUR TOP 10 VEGANUARY COUNTRIES 2020
400,350 400,000
300,000
250,310
200,000
168,500
100,000
59,500 BY ORDER 1. United Kingdom 6. Mexico 2. United States of America 7. Italy 23,000 OF SIGN-UPS 3,300 12,800 3. Germany 8. South Africa 0 4. Chile 9. Australia 2014 2015 2016 2017 2018 2019 2020 5. Argentina 10. Sweden Veganuary Press Pack 2021 Page 9 2020 CAMPAIGN STATS
GENDER REASONS FOR PARTICIPATING
7% 83% 15% 37% 38% Animals Environment 18% Health AGE RANGE Other
35% 30% 29% DIET BEFORE VEGANUARY 25% 21% 20% 20% 17% 15% 19%
10% 7%
5% 3% 2% 51% <1% 0% 30% Omnivore 13-17 18-24 25-34 35-44 45-54 55-64 65-74 75+ Vegan
Source: Pledge Emal Series, 2020 Analysis Vegetarian Veganuary Press Pack 2021 Page 10 WHO’S SUPPORTING VEGANUARY 2021
KUNTAL JOISHER, JAMES MOORE, ACTOR: MOUNTAINEER SARA PASCOE, COMEDIAN: “What an honour to be chosen to be an “I have never eaten meat in my entire life and Ambassador for Veganuary. I’m vegan all year turned vegan 17 years ago. I was successfully “I decided that I was going to do 100 days round but if you give it a go in January you will able to build top of the world level muscle and being vegan, and I was going to write it up and help the planet, animals, and especially your endurance and not only survive but thrive in see how I felt. But within a week I felt so much health. What do you have to lose?” the -50C temperatures on top of Everest, not better in my body that it then became oh I am just once, but twice! Goes to show that no definitely going to do this forever.” animal needs to suffer or die for our dreams to come true.”
MELODY KANE, RADIO 1 DJ:
KELLIE BRIGHT, ACTOR “There are so many benefits to becoming vegan that I could list & possibly write a book JASON GILLESPIE, “I choose a plant-based diet because we all on, but the one thing I would say is that the win. The animals, the planet and my health all greatest satisfaction I’ve experienced is people CRICKET COACH: benefit. There is NO better thing we can do to I’ve shared my journey with becoming vegan reduce our carbon footprint and the time to do themselves & it also changing their lives. They “After watching the “Earthlings” documentary, that is NOW. My children deserve a future and have then shared their journey with others and I went vegan overnight. I could not justify the so do yours. If you care about climate change, in turn it’s changed more lives. The positives treatment of animals by humans and I don’t make a difference and do Veganuary.” are never ending :)” want any part of it.” Veganuary Press Pack 2021 Page 11
KERRY MCCARTHY, MP: JASMINE HARMAN, TV PRESENTER: “I became vegan as a New Year’s resolution EMILY DESCHANEL, in 1992, so I think taking part in Veganuary is “I discovered the Veganuary campaign and ACTOR: the perfect opportunity for people concerned I thought well, this is a good excuse to try it, about the climate crisis, animal welfare or their and I can say to my husband ‘well, I’m only “Going vegan helps the environment, the health to try veganism. It’s much easier now going to do it for a month’ and so he will be animals, and your health. It’s a win win win! than it was in 1992, with loads of great vegan accepting of that and won’t give me too much There’s really nothing to lose! I encourage food around and plenty of helpful advice, so of a hard time. And then of course, the month everyone to try Veganuary this year.” try it and see how you get on!” of January came to an end, and there was no question, I would stick with it.”
DALE VINCE, PETER EGAN, ACTOR: ENTREPRENEUR: EVANNA LYNCH, ACTOR: “The first thing which is wonderful about Veganuary is that there is no pressure. Like “Probably the biggest and easiest thing any of “I’ve loved Veganuary’s work for a long time people give up drinking for January, it’s a very, us can do to fight the climate crisis is to stop because I know, having been a vegetarian very good idea. So you can, if you like, say ‘ok eating animals. It’s also one of the biggest who was intimidated by veganism, that so I’m only going to do it for January’. I’d be very changes you can make to improve your own many people just won’t start because they surprised if you decide to do it for January health. And easily the biggest thing any of us think it’s too hard and that they’re going to and then not do it for February because it is can do to stop animal cruelty. I’m a passionate fail. And Veganuary kind of presents you an such an exciting and interesting way of living advocate of plant-based living, and Veganuary opportunity to do it with other people, with a in terms of foods. So, I think it’s a wonderful is a great initiative - it’s a gateway for people community, and it’s not saying it’s a lifelong imperative. And one that, of course, I totally to give it a go and feel the difference for commitment, you know, it’s saying ‘try it for a support and I’m very, very happy to be an themselves.” month and see how you feel’.” Ambassador for.” Veganuary Press Pack 2021 Page 12 KEY 2021 CAMPAIGN HIGHLIGHTS
WHO WILL PARTICIPATE? people making the transition at the as issuing press releases, to show work in India in collaboration with same time, or who have already who’s supporting our campaign groups there. in a bid to urgently We expect over 500,000 people done Veganuary in previous years. this year and all of the exciting tackle the global threat of animal from across the world to take part. We work hard to ensure that new products and menus being farming. We will also be partnering there are as many retailer special launched for Veganuary. with like-minded NGOs HOW DOES VEGANUARY offers as possible that Veganuary The highlight of our 2021 campaign around the world to enable SUPPORT PLEDGE PARTICIPANTS? participants can take advantage will be an online ad airing in the everyone to try vegan in January of. We love a bargain! UK between Christmas and 1st with our support.
Veganuary helps people learn how And most importantly, the pledge January. It’s a fun and funny video Catastrophic climate breakdown to go vegan. We do this by providing and all our support is totally free. featuring one of TikTok’s biggest and global pandemics could not support through a structured All you need is an internet stars that encapsulates the essence be more serious, but they are not 1-month pledge. connection. of Veganuary. We know it’s going to inevitable. If we all act now, the be a viral sensation! future can be better. So, we’re All pledge participants get a free WHEN DOES THE VEGANUARY celebrity e-cookook and the Official 2021 CAMPAIGN LAUNCH? Another exciting development for going into 2021 with positivity and Veganuary Starter Kit as well as daily 2021 is our continued international a determination to do all we can to recipes, nutrition, meal plans, tips The campaign launches on 1st expansion. New Veganuary protect our planet, its wild spaces on eating out and ongoing support December 2020. campaigns will be launched in and the health and wellbeing of all through a 31-day email series during Between the launch and the end of Argentina and Brazil, we’ll be its inhabitants. To do that, we must their pledge month. January we’ll be releasing exciting partnering with an organisation in change our diets. Veganuary exists We have a great Facebook group new content through our website France to launch our first French to help make this change as easy with a supportive community full of and social media channels, as well pledge and we’re expanding our as possible. Veganuary Press Pack 2021 Page 13 HOW TO CONTACT US
We’ll be issuing regular news releases as the campaign progresses throughout December and January. To be added to our press list please email your details to: [email protected].
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