Veganuary is becoming more and more popular, and brands have understood it

What if, for a month, you tried to put aside all animal products? ? Veganuary was launched in 2014 in the United Kingdom. In France, since 2021, the initiative has been relayed by the animal defense association L214 and 700 000 people took part in the operation last year. The challenge particularly appeals to young people. This time, for the 5th edition, 230 companies – such as Intermarché, Monoprix or even Materne – join forces and promote plant-based products.

Thomas is embarking on his first Veganuary. “I already have vegetarian habits, explains this thirty-year-old Parisian, but I told myself that this was the opportunity to take an extra step and try to go 100% plant-based for the month of January.” Registered on the vegan challenge website, Thomas receives nutritional advice and recipes based on plant-based products every day by email.

This time, the menu offered is “a red cabbage tatin with vegetable shortcrust pastry, replacing the butter with oil,” says Thomas. And to make this recipe, head to the supermarket. To enhance the dish, “we can add vegetable bacon,” suggests Thomas, who heads towards the charcuterie section. “There are quite a few products highlighted for Veganuary : meat substitutes, like a kind of breaded meat, vegetable bacon, vegetable sausages… But it’s sure that it will cost more”admits Thomas, even if it’s not a hindrance for him.

“Meat is one of the main sources of CO2 emissions in my daily life. My goal is to significantly reduce my carbon impact in my diet”

Thomas, who participates in Veganuary

at franceinfo

Flexitarian for years – in other words, he has already greatly reduced his meat consumption -, he launched this challenge driven by his ecological convictions. It is far from being the only one and brands have understood this well.

The Carrefour brand, for example, is participating in Veganuary with promotions and organizing events throughout the month of January in its 1 500 hypermarkets and supermarkets in France. The development of plants has even become “a priority” for the group. “There are now 45% of households in France which have at least one flexitarian person, which is twice as many as a few years agoexplains Carine Kraus, director of engagement at Carrefour. We want to have the widest range of plant-based and vegan products in our stores.”

An offering that is developing, with a very clear goal at the same time : “We had a turnover of 350 million euros at the end of 2022 on plant products, and we have a target of 650 million euros at the end of 2026, so almost double in four years”says Carine Kraus. This year, 230 companies such as Monoprix, Deliveroo and Intermarché are participating in Veganuary, around fifty more than last year.