‘Gamechanging’: supermarkets help inspire record number to embrace Veganuary

The post ‘Gamechanging’: supermarkets help inspire record number to embrace Veganuary appeared first on Positive News.

A record half a million people have signed up to the 31-day Veganuary challenge so far this year, as supermarkets realise the economic potential of plant-based diets

A decade ago, it was slim pickings for vegans in UK supermarkets, which offered little in the way of plant-based meals – Linda McCartney was about as good as it got.

Fast forward 10 years and the vegan diet is not only booming in popularity, but being driven partly by supermarkets. According to Veganuary, a campaign to get people to embrace veganism in January, the UK’s grocery giants have helped inspire a record 500,000 people to make the pledge this year. New vegan products and dedicated Veganuary pages on supermarket websites, it says, have helped enlist new recruits.

“The way British supermarkets have embraced Veganuary this year is truly gamechanging,” said Veganuary’s Toni Vernelli. “They are not simply using it as a marketing opportunity, but are promoting the many benefits of plant-based eating and encouraging people to give it a try. As bastions of our food supply, they know that the only sustainable way forward is plant-focused.”

With the UK market for vegan food products predicted to swell to £658m this year, there is of course a financial incentive for supermarkets to jump on the (meat-free) gravy train and offer more plant-based foodstuffs. Enter Asda, which announced this week that it will trial a vegan butcher counter at its Watford store.

Further evidence that plant-based diets have broken into the mainstream is also provided by Deliveroo, which reported this week that orders for vegan takeaways have surged by 163 per cent so far this year.

As well as being a boon for bottom lines, veganism is also beneficial to the environment. A 2019 study by the University of Oxford concluded that adopting a plant-based diet could be the single biggest way for people to improve their health and that of the planet.

Main image: Brooke Lark

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on email
Share on print
Share on tumblr
Positive News

Positive News

Positive News is the magazine for good journalism about good things.

When much of the media is full of doom and gloom, instead Positive News is the first media organisation in the world that is dedicated to quality, independent reporting about what’s going right.

We are pioneers of ‘constructive journalism’ – a new approach in the media, which is about rigorous and relevant journalism that is focused on progress, possibility, and solutions. We publish daily online and Positive News magazine is published quarterly in print.

As a magazine and a movement, we are changing the news for good

View Feed

Get updates on Music Festival tickets, news and special offers!

The 60s had WoodStock. 
The 80s had LiveAid. 
This generation deserves a celebration.
Live concert on every continent and streamed globally to raise awareness and funds for children around the world.
Be a Part of History

Welcome to the The Laughing Otter Community.

Great to see you!

Join a vibrant community full of happiness.

Sign Up for Free Today!

You will now be kept up to date on all things The Laughing Otter Music Festival.
Please share with all of your friends.