VEGANUARY 2020OFFICIAL SURVEY RESULTS

402,206 people around the world

signed up to Veganuary 2020!

Veganuary participants were asked a short survey about themselves when signing up. Half were served a long survey, and the other half were served a shorter survey.

37%

18%

38%

7%

Reason for Signing Up

Animals Environment Health Other

83%

15%

1% 1%

Gender Breakdown

Female Male Gender Non-conforming Prefer Not To Say

Sign up questions…

RESPONDENTS TO THIS QUESTION:

402,206

RESPONDENTS TO THIS QUESTION:

200,017

3%

21%

29%

20%

17%

8%

2%0%

13-17 18-24 25-34 35-44 45-54 55-64 65-74 75+

Age Group

Sign up questions…

Highest Participating Countries

UK

USA

Germany

Argentina

Chile

Mexico

Italy

South Africa

Australia

Sweden

Highest Participating Cities

London

Santiago

Buenos Aires

Mexico City

Cape Town

Milan

Dublin

Berlin

Zurich

Bristol

RESPONDENTS TO THESE QUESTIONS:

200,017

This survey was sent to 89% (342,997) of people who started their Veganuary pledge between 16th December 2019 & 2nd February 2020 (386,008).

The response rate was 9% (29,570).

RESPONDENTS PER LANGUAGE

English 16,001

German 6,968

Spanish 2,138

Swedish 1,249

Portuguese 187

Italian 3,027

On completing their 31 day pledge, participants were asked to complete a voluntary survey

Q1/ Did you sign up for Veganuary as an individual or on behalf of a group or family?

90%

10%

Individual Part of a group

RESPONDENTS TO THIS QUESTION:

29,570

Q2/ How many people in your group/family participated in Veganuary?

This question was only asked to those people who said they did Veganuary as part of a group (Q1).

Our survey respondents are reporting an additional 8,075 people taking the pledge, which is an extra 27%.

If we were to apply the same percentage to all 400,000 participants, this would be an extra 108,000 people taking our pledge.

67%

16%

11%

3%1% 0% 0% 0% 1%

0

500

1000

1500

2000

2500

2 3 4 5 6 7 8 9 10+

RESPONDENTS TO THIS QUESTION:

3,076

Q3/ What best describes your diet BEFORE you took part in Veganuary?

38%

13%

30%

19%

Omnivore Pescetarian Vegetarian VeganRESPONDENTS TO THIS QUESTION:

29,292

Q4/ Did you maintain a vegan diet throughout your Veganuary pledge?

59%

41%

Yes No

These results do not included people who answered ‘vegan’ to Q3 (What best describes your diet before Veganuary?)

RESPONDENTS TO THIS QUESTION:

23,579

Q6/ During your Veganuary pledge, approximately how many of your meals (including snacks & hot drinks) were vegan?

This question was only asked to those who answered ‘No’ to Q4 (Did you maintain a vegan diet during your Veganuary pledge?)

1%

7%

11%

20%

32%

28%

1%

0

500

1000

1500

2000

2500

3000

3500

4000

0% 1% to 24% 25% to49%

50% to74%

75% to94%

95% to99%

100%

RESPONDENTS TO THIS QUESTION:

11,515

Q7/ Do you intend to continue with a vegan diet after your Veganuary pledge?

These numbers EXCLUDE anyone who said their previous diet was vegan, and those who didn’t maintain a vegan diet during Veganuary,

72%

10%

18%

Yes No Unsure

RESPONDENTS TO THIS QUESTION:

15,351

Q11/ If you hadn't taken part in Veganuary, how likely is it that you would have tried to eat fewer animal products at some point in the next 12 months?

This question was only asked to those who answered ‘No’ or ‘Unsure’ to Q7 (Do you intend to continue a vegan diet?)

6%

13%

28% 28%

22%

2%

0

500

1000

1500

2000

2500

3000

3500

Not at all likely Not very likely Somewhat likely Very likely Extremely likely Don't know

RESPONDENTS TO THIS QUESTION:

9,426

Q12/ How likely are you to try a vegan diet again at some point in the future?

This question was only asked to those who answered ‘No’ or ‘Unsure’ to Q7 (Do you intend to continue a vegan diet?)

2%4%

16%

35%

42%

1%

0

1000

2000

3000

4000

5000

6000

Not at all likely Not very likely Somewhat likely Very likely Extremely likely Don't know

RESPONDENTS TO THIS QUESTION:

11,008

Q13/ Was there anything in particular that influenced your decision to stay vegan? Please tick all that apply.

This question was only asked to those who answered ‘Yes’ to Q7 (Do you intend to continue a vegan diet?)

RESPONDENTS TO THIS QUESTION:

16,04463%

60%

52%48%

36% 34%

22% 20%

11% 11% 10% 10%

0

2000

4000

6000

8000

10000

12000

Q15/ If you had not taken part in Veganuary this year, how likely is it that you would have tried a vegan diet on your own at some point in the next 12 months?

6%

14%

28%

25%24%

2%

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Not at all likely Not very likely Somewhat likely Very likely Extremely likely Don't know

RESPONDENTS TO THIS QUESTION:

16,034

Q15/ Based on your experience so far, how confident are you that you will follow a vegan diet in…?

2%

6%

20%

33%

36%

2% 2%

5%

24%

34%32%

3%2%

5%

24%

31% 31%

7%

2%5%

24%

28%

32%

10%

0

1000

2000

3000

4000

5000

6000N

ot

at a

ll co

nfi

den

t

No

t ve

ry c

on

fid

ent

Som

ew

hat

co

nfi

den

t

Ver

y co

nfi

den

t

Extr

eme

ly c

on

fid

ent

Do

n't

kn

ow

No

t at

all

con

fid

ent

No

t ve

ry c

on

fid

ent

Som

ew

hat

co

nfi

den

t

Ver

y co

nfi

den

t

Extr

eme

ly c

on

fid

ent

Do

n't

kn

ow

No

t at

all

con

fid

ent

No

t ve

ry c

on

fid

ent

Som

ew

hat

co

nfi

den

t

Ver

y co

nfi

den

t

Extr

emel

y co

nfi

den

t

Do

n't

kn

ow

No

t at

all

con

fid

ent

No

t ve

ry c

on

fid

ent

Som

ew

hat

co

nfi

den

t

Ver

y co

nfi

den

t

Extr

eme

ly c

on

fid

ent

Do

n't

kn

ow

6 months' time 1 year's time 2 years' time 5 years' time

RESPONDENTS TO THIS QUESTION:

15,667

Q17/ What was the biggest challenge during your Veganuary pledge?

20%

15%

9%8% 8%

6%5% 5%

0

1000

2000

3000

4000

5000

6000

7000

Eating out Dealing withfriends and

family

Other (pleasespecify)

Missing non-vegan foods

Reading labels I didn't findanything

challenging

Nurtition Cooking

RESPONDENTS TO THIS QUESTION:

29,570

Q18/ Did you see any changes to your health during your Veganuary pledge?

* If you experienced a desirable change in weight (e.g. loss in weight for those seeking to lose weight, or increase in weight for those seeking to gain weight), please report this as an improvement. Please report an undesirable change in weight as a deterioration.

0%2%

36% 37%

17%

8%

1%

6%

36%33%

19%

5%

1%

6%

44%

32%

11%7%

0%3%

41%

32%

18%

6%

1%5%

47%

27%

13%

7%

0

2000

4000

6000

8000

10000

12000

Wo

rsen

ed s

ign

ific

antl

y

Wo

rsen

ed a

litt

le

No

ch

ange

Imp

rove

d a

litt

le

Imp

rove

d s

ign

ific

antl

y

Do

n't

kn

ow

Wo

rsen

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ign

ific

antl

y

Wo

rsen

ed a

litt

le

No

ch

ange

Imp

rove

d a

litt

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Imp

rove

d s

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y

Do

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kn

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Wo

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ific

antl

y

Wo

rsen

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litt

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No

ch

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Imp

rove

d a

litt

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Imp

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d s

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ific

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Do

n't

kn

ow

Wo

rsen

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ign

ific

antl

y

Wo

rsen

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litt

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No

ch

ange

Imp

rove

d a

litt

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Imp

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d s

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ific

antl

y

Do

n't

kn

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Wo

rsen

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Wo

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litt

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Imp

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Do

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kn

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Overall health Energy levels Body weight* Mood Skin appearance

RESPONDENTS TO THIS QUESTION:

21,840

Q26/ Would you recommend Veganuary to others?

98%

2%

Yes NoRESPONDENTS TO THIS QUESTION:

26,931