Research has revealed that 1.3 million British people gave up animal products last year.

The study was conducted by Kantar on behalf of Veganuary, a campaign which challenges people to give up animal products for the month of January. Campaigners claim the reduction in people consuming meat and dairy would have resulted in 3.6 million fewer animals being used.

The record number who chose a plant-based diet is ten times more than the number who officially pledged to take part in Veganuary last year in the UK.

Researchers also found that many people continued the trend long after the month of January, with reduced levels of consumption until at least July 2019. Veganuary’s own research has also found that around half of those who pledge to go vegan decide to remain so after the month has ended.

Toni Vernelli, Veganuary’s Head of Communications, says:

Veganuary’s aim is to get people to try vegan for one month and see how they feel. Now we know that’s exactly what’s happening, and it’s great news for animals and the planet.

The reasons for people pledging to take part varied, with more than half citing health reasons, half because of a concern for animal welfare and nearly a third for environmental reasons.

The news comes as this year’s Veganuary campaign is in full swing, with a record 370,000 people across the globe signed up to take part.

A number of celebrities have already backed the campaign, including Queen guitarist Brian May, the Hollywood actor Joaquin Phoenix and Dragon’s Den entrepreneur and judge Deborah Meaden.

The actor Joaquin Phoenix hit the headlines recently after he referred to veganism in his acceptance speech at the Golden Globe awards. Phoenix thanked the organisers “for recognising and acknowledging the link between animal agriculture and climate change”.

The Kantar study was based on data from their shopper panel that continuously tracks purchases from 30,000 British households.

To pledge to take part in Veganuary visit https://uk.veganuary.com