Promoting plant-based products during Veganuary leads to a considerable increase in sales, “with evidence of lasting effects”, according to a new study.
Veganuary is a non-profit organization, launched in 2014, that encourages people worldwide to try vegan for January and beyond. During the 2022 campaign more than 620,000 people took our pledge to try a vegan diet, while more than 1,540 new vegan products and menu options were launched in our key campaign countries.
Published in the peer-reviewed journal Public Health Nutrition, a new study set out to “explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence.” The study is titled Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting.