The data shows that plant-based eating is part of everyday life for many people, regardless of whether they identify as vegan.
Almost one-third (32%) of UK adults say they prefer whole-food options such as beans, lentils, tofu and tempeh, while nearly one-quarter (23%) enjoy both whole foods and plant-based meat alternatives equally.
More than a third (37%) say they’re likely to buy plant-based products like dairy-free cheese or meat alternatives this January. These findings highlight that the appetite for plant-based choices remains strong.
This year’s supporters include Oscar-winning actor Olivia Colman, chefs Ainsley Harriott, Levi Roots and Kwoklyn Wan as well as actor Elaine Hendrix.
Each of these celebrities have contributed a favourite plant-based dish to Veganuary’s free 2026 Celebrity Cookbook, available to everyone who registers via the website.
Wendy Matthews, chief executive of Veganuary, said: “Veganuary has never been about being perfect and you don’t need to reinvent yourself to take part.
“Most people already love animals, care about their health and are thinking about how to live more lightly on the planet. This January, we’re here to help you make small shifts that reflect what you already care about most. It’s less about changing and more about returning to who you already are.”