Veganism, a lifestyle that excludes animal-based foods and products, has seen a surge in popularity, driven by increasing concerns about climate change, animal welfare, and personal health.
In the UK, veganism is rapidly growing, with an estimated 2.5 million vegans in 2024, making up 4.7% of the adult population. While the popularity of veganism has spiked in recent years, it is not a new practice. Evidence of individuals avoiding animal products can be traced back more than 2,000 years. The term ‘vegan’ was coined in 1944 by Donald Watson, who left his local vegetarian group to establish the world’s first Vegan Society.
From 2014 to 2019, the number of vegans in the UK more than quadrupled. In January 2022, a record-breaking 700,000 people took part in the annual Veganuary challenge, pledging to follow a vegan diet for the month. This marked nearly a threefold increase from 2019, underscoring the growing mainstream interest in plant-based living.
Veganuary, a global campaign encouraging people to try veganism for the month of January, began in the UK in 2014 and has since expanded worldwide, attracting millions of participants each year. Its goal is to inspire individuals to adopt a plant-based diet, even if only temporarily, by providing support, resources, and guidance. Research from the University of Exeter shows that participating in Veganuary leads to lasting reductions in meat consumption and can even spark shifts in attitudes toward meat and one’s self-identity as a meat-eater.
The concept behind Veganuary is simple: live without animal products for 31 days. During this period, participants are encouraged to explore a variety of vegan meals, from plant-based versions of traditional dishes to innovative new recipes. Beyond personal benefits like potential improvements in digestion, energy, and overall well-being, Veganuary also serves as an opportunity to raise awareness about the environmental and ethical impacts of animal agriculture.
Dr Toni Vernelli, International Head of Policy and Communications, said, “Whatever your hopes for 2025, trying vegan is a great way to start! Whether you’re aiming for a kinder world, a brighter future for our children, or a healthier way to fuel your body—Veganuary can help you turn your hopes into action. We provide all the free resources you need, from recipes and meal plans to nutritional advice and moral support. Just visit Veganuary.com to get started.”
The campaign offers a wealth of resources, such as meal plans, recipes, shopping guides, and discounts at vegan-friendly restaurants and stores. For those new to veganism, Veganuary provides a supportive community, online tools, and social media groups to share experiences and tips.
For restaurants, Veganuary presents an opportunity to showcase vegan-friendly menu items, attract new customers, and promote sustainability. Many eateries offer exclusive vegan menus or specials during January, supporting the campaign and meeting the growing demand for plant-based food.
However, the rise of veganism has sparked debate over its potential toxicity. One issue is "vegan policing," where individuals within the community criticise others for not strictly adhering to vegan principles or for occasionally consuming animal products. This judgmental approach can alienate those trying to make ethical or health-conscious choices, undermining the compassion that veganism promotes.
Social media also plays a role in the trend’s toxicity, with "performative veganism" creating unrealistic expectations. Influencers often present idealised vegan lifestyles, showcasing picture-perfect meals and exaggerated environmental impact statistics. This can pressure newcomers to meet unattainable standards, leading to feelings of failure. Furthermore, veganism is sometimes commodified as a trendy accessory rather than a meaningful commitment to sustainability, animal welfare, or health.
In this Veganuary feature, Asian Voice explores the health benefits of the vegan lifestyle, tips for sustainably adapting the practice, and a list of vegan restaurants and influencers, alongside some essential terms related to the lifestyle.
