The record-breaking Veganuary in 2021 proves the event holds great value for brands and retailers alike and underlines the growing opportunities for the plant-based category. Over 580,000 Veganuary pledges were made, double the number from 2019, and Tesco reported a 35% sales uplift of vegan products.
What began as an idea between two people at a kitchen table in 2014 has become a key feature on the retail calendar. While it started as an incredible fringe movement, the momentum suggests this won’t be the case for much longer, with the wider plant-based movement offering big commercial...