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‘Veganuary’ has skyrocketed in popularity this year, with 24.2 million mentions online so far this year.

The campaign challenges participants to be vegan for a month, and has attracted roughly 350K participants this year. It aims to raise awareness of the benefits of veganism, like lower emissions, and saved water.

It’s no wonder the campaign is popular – there are more vegans now than ever, with 6% of US consumers declaring they were vegan in 2019 (compared to just 1% in 2014), and in Britain the number of vegans has reportedly quadrupled since 2014.

As people convert, so does their buying power. Research from The Good Food Institute in July 2019 reported U.S. retail sales of plant-based foods had grown 11% since 2018, bringing the total plant-based market value to $4.5 billion. In the same period, the US retail market had grown just 2% in dollar sales.

Plant-based foods are now a key driver of growth and, it appears, fast food is the next battleground.

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