January used to be about detoxes and gym sign-ups. Now, for millions, it is about giving up meat, eggs and dairy – at least for a while, as more people taste-test the vegan lifestyle.
A study last year by YouGov and non-profit organisation Veganuary – both based in the United Kingdom – found that 25.8 million people worldwide took part in the month-long challenge to avoid animal products in January 2025, even if they did not hold out for the whole month.
Since its launch in the UK in 2014, the Veganuary movement has spread globally, with official campaigns in 20 countries, including Australia, Brazil, Canada, Germany, India, Malaysia, Peru, Singapore and the United States.
Last year saw the first Chinese equivalent of Veganuary, albeit held in March, following Lunar New Year. According to the World Population Review, an independent platform focused on demographics, mainland China is the world’s largest meat consumer, with consumption reaching 102.9 million tonnes in 2022, nearly five times the 21.3 million tonnes eaten in second-place Brazil.
Hong Kong is also a meat-lovers’ Mecca, with the average Hongkonger consuming 123kg (271lbs) of meat in 2022, the fourth-highest per capita intake globally.
According to a survey by Veganuary, in 2025 nearly half of the participants cited animal welfare as their main motivation, followed by health and the environment.
