Veganuary Backs ‘V-March’ After 2025 Shatters Records

Veganuary is over for another year, and according to the global organization—which supports people all over the world to give up animal products for the month of January—it’s been another major success.

The campaign has been steadily growing in popularity since it was launched in the UK in 2013 by founders Jane Land and Matthew Glover. In 2017, it had around 50,000 sign-ups. By 2023, this had soared to more than 700,000, according to the organization. But in 2024, the figures made a huge leap, to 1.8 million. And in 2025, they are up again by a staggering amount—according to Veganuary, it counted 25.8 million global participants this year.

Why the major rise? Well, it’s actually more to do with how Veganuary now represents its data rather than an unprecedented leap in participants. While previous years have released the actual number of sign-ups, this year’s figures were estimated based on nationally representative surveys conducted in 11 core campaign countries—the UK, Germany, Italy, Spain, France, Austria, Switzerland, Chile, Canada, Brazil, and the US. 

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Based on survey responses, research firms determined the percentage of the population in each country that participated in Veganuary. The surveys involved between 1,000 and 2,150 people in each country.

Speaking about the success of this year’s campaign, Sandra Hungate, Director of Veganuary US, said in a statement: “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 percent — said they have reduced the amount of animal products in their diets by at least half,” she added.

Veganuary 2025: New celebrities, restaurants go vegan, and an Antarctica exhibition

This year’s Veganuary success wasn’t just measured in estimated participant numbers, but also in celebrity endorsements. This year welcomed several new big names to the campaign, including Woody Harrelson, Bethany Antonia, and Preacher Lawson, who joined existing backers, like Billie Eilish and Alicia Silverstone. Several prominent chefs also decided to get involved, including Michelin-starred Alexis Gauthier.

“Going vegan in 2016 was one of the best things I’ve ever done for myself, so I decided to share that joy the best way I knew how—by turning my whole fine-dining restaurant fully vegan, too,” Gauthier, who owns the French restaurant Gauthier Soho in London, said in a statement. “This January, you can experience that same joy for yourself by trying veganism—it’s healthy, it’s delicious, and it’s an act of kindness to this planet and the amazing creatures we share it with. All you have to do is give it a try!”

Veggie Grill

This year also saw several restaurants get involved in the campaign, including Mellow Mushroom, Next Level Burger, and PLNT Burger, which all offered several deals and menu items in honor of the plant-based month.

Even scientific researchers got involved in Veganuary 2025. Recently, an all-female team of international scientists announced that they would all be going vegetarian or vegan for a climate-focused Antarctica expedition.

One of the scientists, Natalia Atuesta Escobar, an environmental engineer and biologist, said: “Food is at the core of the solution towards improved livelihoods and environmental impacts.” 

Agricultural engineer Marta Crespo added: “Joining Veganuary is my way of contributing to the fight against climate change. It is an incredibly interesting initiative that allows me to reduce my carbon footprint by directly addressing the use and contamination of water caused by current meat consumption.”

Why Veganuary is taking over March, too

Since 2013, Veganuary has been dedicated to the month of January. This month kicks off the start of a new year, and is seen as a chance to try new things. 

However, in many Asian countries that celebrate Lunar New Year in January and February, it makes more sense to start the challenge in March.  That’s why this year, the Veganuary organization is supporting the China Vegan Society to help launch a sister campaign, Vegan Spring March, which will be known as V-March for short. According to Veganuary, V-March already has the support of more than 50 Chinese businesses.

China Vegan Society

“China boasts extraordinary plant-centred 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, in a statement.

She added: “Inspired by the amazing transformative power Veganuary has shown in changing people’s lifestyle for the better, we hope V-March will open up opportunities for people in China and others of Asian descent around the globe who observe the Lunar New Year.” Find out more about V-March and how to get involved here.