VEGANUARY SA PRESS PACK 2019/2020 - IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING 'I WISH THERE ...
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Veganuary Press Pack 2019/2020 VEGANUARY SA PRESS PACK 2019/2020 IF YOU LOOK AT THE CLIMATE CRISIS OR THE VIOLENCE OF OUR FOOD SYSTEM AND FEEL HELPLESS, THINKING ‘I WISH THERE WAS SOMETHING I COULD DO’– YOU CAN. RIGHT NOW. SIGN UP TO TRY VEGAN THIS JANUARY. Joaquin Phoenix
Veganuary Press Pack 2019/2020 Page 2
ABOUT VEGANUARY SA
WELCOME TO VEGANUARY! Participants sign up at
www.veganuary.com/register.
Launched in the UK in January They’re then supported to try vegan
2014, Veganuary is a non-profit through a series of emails, social
organisation that encourages media content, membership of a
people to try vegan for January Facebook support group, and a
and beyond. Veganuary is focused website full of helpful resources
on changing consumer behaviours like recipes, a starter kit and meal
and attitudes, while providing all the plans. Veganuary is more than a
information and practical support pledge: we also support brands,
CHRIS PACKHAM,
required to make the transition to manufacturers and retailers to TV PRESENTER
veganism as easy and as enjoyable expand their plant-based options. AND VEGANUARY
as possible through the month. Last year, more than 500 businesses AMBASSADOR:
Since the campaign started, took part in Veganuary, while more
“As I’ve become more and more aware
more than 500,000 people have than 200 plant-based products and of our impact, the impact our diet has on
registered to try vegan, although menus were launched including the environment – and of course the species
that live in it – I’ve become increasingly
data suggests that ten times more Gregg’s famous sausage roll, Pizza concerned to minimise the negative aspects
people actually participate and try Hut’s jackfruit pizza, and Marks & of that impact.”
vegan in January each year. Spencer’s Plant Kitchen range.
Veganuary Press Pack 2019/2020 Page 3
2019 CAMPAIGN FACTS + FIGURES
159 46% 1.3
47%
STAYING VEGAN
COUNTRIES
More than 250,000 people from 159
SIGNED UP FOR
HEALTH REASONS
MILLION
From Feb 2018 to Jan 2019,
the Eating Out section on
countries took part in Veganuary Reasons for taking
Following their Veganuary veganuary.com received more
2019 by signing up and taking the part in 2019: 46%
experience, 47% of than 1.3 million visitors.
pledge, an increase of 49% vs 2018. It Health, 34% Animals,
respondents surveyed said is thought that 10 times more people 12% Environment
that they are committing to take part in Veganuary than sign
staying vegan up on the website. We call this the
‘Veganuary Effect’
2020
98% 60% TARGET
WOULD RECOMMEND 77% EASIER THAN EXPECTED
60% of participants we surveyed
350K
PARTICIPANTS
Veganuary is enjoyable. 98% LIKELY TO TRY VEGAN AGAIN told us the Veganuary challenge was
of participants surveyed easier than they had anticipated, For our 2020 campaign,
in 2019 said they would 77% of people surveyed who said and 51% of those who decided to we aim to attract more
recommend Veganuary to they wouldn’t stay vegan, said they stay vegan say this decision was than 350,000 participants
others were “very likely” or “extremely influenced by the discovery of great- around the world. With the
likely” to try veganism again in tasting food “Veganuary Effect” this
the future, showing plant-based could be in the millions!
demand remains on an upward
Veganuary 2019 Survey trajectory
Veganuary Press Pack 2019/2020 Page 4
THE VEGAN MARKET
26%
OF BRITS
£572M
1.7%
26% of Brits said that
trends like Veganuary are
MARKET shaping their shopping
habits, according to
GROWTH The vegan UK market Ubamarket
is worth over £572
Veganuary helps the UK
million in 2019,
grocery industry enjoy
finds Mintel
1.7% growth, finds Kantar
£30M
Worldpanel
22M
SPENT ON PRODUCTS
469%
Kantar Worldpanel revealed last
year that demand for meat-free
‘FLEXITARIAN’ products was increasing rapidly,
INCREASE Kantar estimates 92% of plant-
with shoppers spending an
additional £30 million overall on
based meals consumed in the
these year-on-year
There has been a 469% UK in 2018 were eaten by non-
increase in people vegans, with approximately 22
interested in veganism in million people now identifying as
the UK in the last five years, ‘flexitarian’
finds Ceuta GrouP
Veganuary Press Pack 2019/2020 Page 5
KANTAR DATA
68% FEMALE and 32% MALE gave up animal products
in January 2019
68% 32%
RECENT KANTAR DATA
SHOWS THE FULL IMPACT
1.31MPEOPLE
OF THE ‘VEGANUARY EFFECT’ Age of Individuals — average age 41 YEARS OLD
WITH 4.7% OF THE TOTAL gave up animal products
in the UK in January 2019 - that’s
35%
32% 32%
UK POPULATION GIVING UP 4.7% of the total UK population 30%
ANIMAL PRODUCTS + 10 times the number of UK
sign ups through the Veganuary
25%
IN JANUARY 2019 website.
20%
15% 13%
10%
10% 7%
4%
5%
2%
832K
0%
Veganuary Press Pack 2019/2020 Page 6
VEGANUARY’S POWER ON SOCIAL MEDIA
TWITTER FACEBOOK INSTAGRAM
Audience Audience Audience
46.9K Followers 244K Likes 172K Followers
(48% increase from Jan 2018) (164% increase from March 2018)
75% Female
25% Male 86% Female 84% Female
14% Male 16% Male
In January Total growth over Dec/Jan Total growth over Dec/Jan:
4,665 new followers 37,671. Videos were the most 76,469
3.08M impressions successful type of post
Sign-ups from social: Sign-ups from social: Sign-ups from social:
1% from Twitter 78% from Facebook 12% from Instagram Stories
7.5% from Instagram
Veganuary Press Pack 2019/2020 Page 7
2019 SURVEY RESULTS
TOP 20 CITIES
London
Manchester
TOP 20 COUNTRIES Johannesburg
1. UK 11. Spain 4. Cape Town 13. Melbourne
2. USA 12. Portugal 5. Mumbai 14. Durban
3. India 13. Chile 6. Bristol 15. Ediinburgh
4. Canada 14. Germany 7. Birmingham 16. Dehli
5. Australia 15. Romania 8. Dublin (includes New Delhi)
6. South Africa 16. New Zealand 9. Glasgow 17. Santiago
7. Philippines 17. Netherlands 10. Leeds 18. Brighton
8. Ireland 18. Poland 11. Liverpool 19. Bangalore
9. Sweden 19. Nigeria 12. Nottingham 20. Leicester
10. Argentina 20. France
Source: Pledge Emal Series, 2019 Analysis
Veganuary Press Pack 2019/2020 Page 8
2019 SURVEY RESULTS
GENDER REASONS FOR PARTICIPATING
8%
87% 11% 34%
Health
Animals
Environment
46%
Other
12%
AGE RANGE
35%
30% 28% DIET BEFORE VEGANUARY
25% 22%
21%
20% 17%
17%
15%
Omnivore
10% 7%
Vegan
23%
5% 3% 2% 44% Vegetarian
Veganuary Press Pack 2019/2020 Page 9
WHO’S SUPPORTING VEGANUARY 2020
JAMES MOORE, ACTOR:
GEORGE MONBIOT, “What an honour to be chosen to be an
AUTHOR: Ambassador for Veganuary. I’m vegan all year
SARA PASCOE, COMEDIAN:
round but if you give it a go in January you will
“If we are serious about protecting the living help the planet, animals, and especially your
planet and all its inhabitants, we must accept “I decided that I was going to do 100 days
health. What do you have to lose?”
that meat and dairy are extravagances we can being vegan, and I was going to write it up and
no longer afford.” see how I felt. But within a week I felt so much
better in my body that it then became oh I am
definitely going to do this forever.”
MELODY KANE, RADIO 1 DJ:
KELLIE BRIGHT, ACTOR “There are so many benefits to becoming
“I choose a plant-based diet because we all
vegan that I could list & possibly write a book
on, but the one thing I would say is that the
JASON GILLESPIE,
win. The animals, the planet and my health all greatest satisfaction I’ve experienced is people CRICKET COACH:
benefit. There is NO better thing we can do to I’ve shared my journey with becoming vegan
reduce our carbon footprint and the time to do themselves & it also changing their lives. They “After watching the “Earthlings” documentary,
that is NOW. My children deserve a future and have then shared their journey with others and I went vegan overnight. I could not justify the
so do yours. If you care about climate change, in turn it’s changed more lives. treatment of animals by humans and I don’t
make a difference and do Veganuary.” The positives are never ending :)” want any part of it.”
Veganuary Press Pack 2019/2020 Page 10
KERRY MCCARTHY, MP JASMINE HARMAN,
TV PRESENTER:
“I became vegan as a New Year’s resolution
in 1992, so I think taking part in Veganuary is
DEREK SARNO, CHEF:
“I discovered the Veganuary campaign and
the perfect opportunity for people concerned “I decided to go vegan because, as a chef
I thought well, this is a good excuse to try it,
about the climate crisis, animal welfare or their I feel responsible for the food that I feed
and I can say to my husband ‘well, I’m only
health to try veganism. It’s much easier now people and I believe we can do it in a much
going to do it for a month’ and so he will be
than it was in 1992, with loads of great vegan more compassionate way that can be just
accepting of that and won’t give me too much
food around and plenty of helpful advice, so as delicious as any animal product.”
of a hard time. And then of course, the month
try it and see how you get on!”
of January came to an end, and there was no
question, I would stick with it.”
DALE VINCE, PETER EGAN, ACTOR:
ENTREPRENEUR EVANNA LYNCH, ACTOR: “The first thing which is wonderful about
Veganuary is that there is no pressure. Like
“Probably the biggest and easiest thing any of “I’ve loved Veganuary’s work for a long time people give up drinking for January, it’s a very,
us can do to fight the climate crisis is to stop because I know, having been a vegetarian very good idea. So you can, if you like, say ‘ok
eating animals. It’s also one of the biggest who was intimidated by veganism, that so I’m only going to do it for January’. I’d be very
changes you can make to improve your own many people just won’t start because they surprised if you decide to do it for January
health. And easily the biggest thing any of us think it’s too hard and that they’re going to and then not do it for February because it is
can do to stop animal cruelty. I’m a passionate fail. And Veganuary kind of presents you an such an exciting and interesting way of living
advocate of plant-based living, and Veganuary opportunity to do it with other people, with a in terms of foods. So, I think it’s a wonderful
is a great initiative - it’s a gateway for people community, and it’s not saying it’s a lifelong imperative. And one that, of course, I totally
to give it a go and feel the difference for commitment, you know, it’s saying ‘try it for a support and I’m very, very happy to be an
themselves.” month and see how you feel’.” Ambassador for.”Veganuary Press Pack 2019/2020 Page 11
KEY 2020 CAMPAIGN HIGHLIGHTS
WHO WILL PARTICIPATE? people making the transition at the new content through our website to urgently tackle the global threat
same time, or who have already and social media channels, as well of animal farming. We will also be
We expect over 350,000 people done Veganuary in previous years. as issuing press releases, to show partnering with like-minded NGOs
from across the world to take part. We work hard to ensure that who’s supporting our campaign around the world to enable everyone
there are as many retailer special this year and all of the exciting to try vegan in January with our
offers as possible that Veganuary new products and menus being support. Climate change is a global
participants can take advantage launched for Veganuary. crisis so our planet-protecting
HOW DOES VEGANUARY of. We love a bargain! The highlight of our 2020 campaign pledge is going global too.
SA SUPPORT PLEDGE
PARTICIPANTS? And most importantly, the pledge will be a TV ad airing in the UK
and all our support is totally free. between Christmas and 1st January.
Veganuary helps people learn how All you need is an internet We’ve come up with a thought-
to go vegan. We do this by providing connection. provoking ad concept to help
support through a structured people align their actions with their
1-month pledge. values. Something that will make
All pledge participants get starter them realise what deep-down they
WHEN DOES THE VEGANUARY
kits, recipes, nutrition, meal plans, SA 2020 CAMPAIGN LAUNCH? knew all along.
tips on eating out and ongoing Another exciting development for
support through a 31-day email The campaign launches in 2020 is our international expansion!
series during their pledge month. December 2019. New Veganuary campaigns will
We have a great Facebook group Between the launch and the end of be launched in Germany, South
with a supportive community full of January we’ll be releasing exciting Africa, Chile and the USA in a bidVeganuary Press Pack 2019/2020 Page 12 HOW TO CONTACT US We’ll be issuing regular news releases as the campaign progresses throughout December and January. To be added to our press list please email your details to: brett@veganuary.com For urgent press enquiries please ring Jess: +27 74 185 2004 Brett: +27 72 311 8338 You are welcome to use our brand assets when writing about Veganuary, provided that you follow our brand guidelines. Both are available here. All of the celebrity photos in this press pack can be downloaded directly, just click on the photo.
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