Veganuary has once again proven to be a driving force in shifting food choices worldwide, with a record-breaking 25.8 million participants taking the pledge to eat plant-based this January. Now in its 11th year, the campaign has grown into a global movement, inspiring policy changes, restaurant innovations, and new product launches across multiple industries. 

And the momentum doesn’t stop here. This March, China will launch its own monthlong plant-based challenge—V-March—marking a major step forward for plant-based eating in one of the world’s most influential food markets. 

Why Veganuary’s Growth Matters for the Plant-Based Industry 

The success of Veganuary 2025 is a clear indicator of shifting consumer demand and an expanding marketplace for plant-based products. More than just an individual challenge, Veganuary has become an annual catalyst for food industry innovation, with participation spanning multiple sectors: 

• Restaurants & Foodservice: Over 50 restaurants in New York City alone introduced special Veganuary menus, showcasing new and improved plant-based dishes.
• Retail & Brands: Major companies like Lidl GB launched 28 new meat-free products, while plant-based brands like Squeaky Bean and Cauldron Foods introduced innovative tofu offerings.
• Corporate Engagement: More than 40 employers across industries like media, education, and solar energy took part in the Veganuary Workplace Challenge, integrating plant-based options into corporate food programs.
• Policy Support: The City of West Hollywood officially promoted Veganuary, with Mayor Chelsea Lee Byers issuing a formal proclamation encouraging businesses and residents to participate. 

These developments demonstrate the mainstream adoption of plant-based eating—not just among individual consumers but also within corporations, city governments, and multinational food companies. 

“While there is some debate over the health aspects of plant-based meat, the environmental benefits of plant-based protein are undeniable, and this is what is drawing more and more people to choosing plant-based foods as part of their effort to reduce their climate impact.”
– Toni Vernelli, Head of Policy and Communications, Veganuary 

The China Expansion: V-March Takes the Concept Further 

Veganuary’s influence is now expanding into new regions and cultural contexts, with the China Vegan Society launching Mangchun Sanyue (V-March)—a monthlong plant-based challenge tailored to the Chinese calendar. 

The timing is strategic: Lunar New Year, which falls between late January and early February, is not an ideal period for dietary changes. By shifting the challenge to March, V-March aligns with a time when Chinese consumers may be more open to experimenting with plant-based foods. 

• Over 50 businesses in China have already committed to launching or promoting plant-based products for the campaign, with more expected to join.
• Government-backed alternative protein initiatives are gaining momentum in China, including the establishment of Beijing’s first cultivated meat and fermented protein R&D center.
• A 2024 survey found that when Chinese consumers are informed about the benefits of plant-based eating, 98% say they plan to eat more plant-based foods. 

“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today.”
– Jian Yi, Founder & CEO, China Vegan Society 

What This Means for the Future of the Global Food System 

With each passing year, Veganuary cements itself as more than just a temporary diet shift—it’s a powerful force driving long-term change in the food industry. The campaign’s expansion into China and its continued corporate, retail, and policy engagement signal a broader shift toward plant-based eating on a global scale. 

For brands, retailers, and foodservice providers, this is an opportunity to capitalize on growing consumer demand: 

• Long-Term Behavior Change: Six months after Veganuary 2024, 27% of participants remained fully vegan, while 54% reduced their meat and dairy consumption by half.
• Retail Innovation: Companies that embrace Veganuary as a product launch moment are seeing sustained demand beyond January.
• Foodservice Expansion: As more restaurants introduce plant-based menu items, plant-based cuisine is becoming a year-round staple rather than a seasonal experiment. 

With alternative proteins rising in China, plant-based food options growing across global retailers, and policies supporting plant-forward initiatives, the plant-based movement is no longer a trend—it’s an integral part of the future of food.