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Great Results Once Again for This Year’s Veganuary Campaign

10 February 2023

Veganuary is a global movement that encourages people to try a vegan lifestyle for the month of January.
The movement was launched in 2014 with the aim of raising awareness about the health, environmental, and animal welfare benefits of a diet free from animal products.

According to the latest estimates, the number of vegetarians and vegans in Italy is growing rapidly. It is estimated that there are around 2.8 million vegetarians in Italy and about 800,000 vegans. This represents a significant increase compared to previous years, driven by greater awareness of the environmental benefits and ethical issues associated with intensive animal farming. Another strong driver is the increasing availability of vegan and vegetarian products in supermarkets and restaurants, which makes it easier for people to follow this dietary lifestyle.

Participating in Veganuary is simple: just choose to eat only vegan food throughout January. It’s a great opportunity to try a new way of eating, discover new recipes, and enjoy flavorful dishes. The movement has gained popularity in recent years and has inspired many people to make long-term changes to their diet.

Veganuary 2023 Edition

Once again, this year’s Veganuary has come to a close. The 2023 edition saw the highest number of participants yet, with over 700,000 people joining globally. But Veganuary doesn’t end in January: it’s estimated that around 40% of participants continued following a vegan diet afterward, while 75% of those who didn’t stay vegan committed to reducing their animal protein intake by 50% or more.

According to a survey by TheFork, about 1 in 3 users said they learned more about veganism thanks to social media, while 19% said they were aware of the Veganuary initiative—and of those, 8.5% joined from January 1st.

Atlante also took part in the campaign with its plant-based brands, sharing new content and exclusive recipes on the Plant Heroes and Vegamo pages.