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Veganuary grows in popularity, with potential for grocers to tap into the trend

The global movement organized in Canada for the first time in 2025
1/28/2025
veganuary
Veganuary is a one-month challenge for consumers to adopt an only plant-based diet.

Every month of the year seemingly ushers in a different global food challenge aimed at promoting and boosting the popularity of specific foods and beverages—and January is no exception. 

“Dry January,” for instance, challenges drinkers to abstain from alcohol, providing an ideal moment for retailers to spotlight non-alcoholic beer and cocktail products. 

But don’t forget about Veganuary, a one-month challenge for consumers to adopt an only plant-based diet. While it’s been around for over a decade now, the global movement has organized in Canada for the first time in 2025. 

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Veganuary, a nonprofit that launched in the U.K. in 2014, typically runs country campaigns either independently or in collaboration with a single partner organization in an equal partnership. In Canada, however, the lack of a strong national vegan organization has inspired a pilot initiative involving a coalition of six non-profits across the country: VegTO, VegOttawa Association, Vancouver Humane Society, Plant-Based Canada, Festival Végane de Montréal and Calgary Vegan Society.

Called the Veganuary Canada Coalition, the group aims to encourage and support “a plant-based diet as a way of protecting the environment, preventing animal suffering, and improving the health of millions of people.” 

“This is the first year for the Coalition and the first year for Veganuary being officially in the country,” underscores Alan Wong, president of VegOttawa Association. 

Retailers who have signed on as partners of Veganuary in Canada include London Drugs and Odd Burger. They are promoted on Veganuary Canada’s social media assets including Instagram. Visitors to Veganuary’s website can also register their email to receive plant-based meal plans and recipes, shopping tips and guides, and a celebrity eCookbook. The cookbook features recipes written or inspired by the likes of celebrity chef Hugh Christopher Edmund Fearnley-Whittingstall, tennis ace Venus Williams, and actor Woody Harrelson and his wife, Laura. 

However, no grocery stores signed on to collaborate this year. “We started up and did outreach later than typical for the campaign,” explains Wong.  “However, there has been collaboration internationally with big grocery chains, like Tesco, Aldi, Lidl as well as several others. We hope in 2026 to see some engagement [in Canada] on that front.”  

READ: Consumers are turning to grocery retailers as key allies in healthy living

Research shows that consumers are looking to reduce consumption of meat and dairy products, not just for their own health, but that of the planet. A 2022 Angus Reid poll commissioned by VegTO, for example. found 86% of over 1,000 Greater Toronto Area residents are aware of the environmental impacts of animal byproducts. While two-thirds of residents want to reduce their meat consumption, it also found fewer than 20% are actively doing so. 

Healthy Planet has seen greater interest in shoppers wanting to adopt a “cleaner way of living” come January, says Monica Walker, head of food and grocery at health and wellness retailer, which has 38 stores in Ontario. 

“People have moved away from making New Year’s resolutions, but when it comes to their health, they’re still very interested in taking steps to renew and refresh and eat healthier,” she says. “The start of the year seems like a good time to draw a line in the sand. And while there seems to be a one-month challenge for everything these days, people take them on because it feels like an achievable target, versus committing to something for a year with a resolution.”

The challenge could extend into a second consecutive month, though, with Heart Health Month arriving in February. “The two roll into one,” notes Walker, in terms of encouraging healthier diets with more vegetables.

To that end, Healthy Planet’s January flyer prominently displays on its front page the message, “Nourish, Renew, Thrive in 2025," in big, bold lettering. The flyer highlights sales on Pulp and Press organic juices, fresh vegetables from leafy greens to carrots, frozen vegetables, and plant-based yogurts, including from the brands Simpla and Riviera. “The flyer also promotes meat alternatives on sale, but not meat. I subconsciously cut it, knowing this is the time to promote other choices,” she says.

Eternal Abundance Organic Market & Eatery, an all-organic grocer and vegan café combination in Vancouver, has promoted Veganuary in its Instagram posts this month and has also generated press in Veganuary-focused coverage, including a “Veg Out” guide published by Glacier Media’s Vancouver is Awesome website. “In January, people do a lot more cleansing of their diets, and so we don’t see the slowdown at this time of year like so many retailers,” says Alexandra Brigham, general manager at Eternal Abundance.  “In fact, we’re seeing an increase this month, being not just a vegan health food market, but also organic.”

Meanwhile, vegan grocer Good Rebel in Toronto is showing its support of Veganuary with free same-day local delivery on orders over $150. The promotion is being highlighted on Good Rebel’s website and Instagram posts.

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