30 Jan 2019


There was absolutely nothing niche, leftfield or down right hippy about Veganuary 2019.  Marks & Spencer, the patron saint of middle England, landed Plant Kitchen, its Vegan range. The Greggs vegan sausage roll was a bigger hit than last Christmas’ pork-based baby Jesus offering. Even MacDonald’s got in on the act with a vegan burger, and let’s not forget the highly contentious Great British Bake Off vegan week.   Plant-based, vegan, field grown eating has gone from geeky to edgy to mainstream and beyond.

As with many big deal consumer trends, plant-based eating has for some time attained a certain hipster cache. Showbiz magazines and websites are more than happy to reflect the green glow of vegan celebrities from Arianna Grande to Beyoncé.  To mark Veganuary 2019 celebrity nutritionist Rosemary Ferguson and TV chef Gizzi Erskine launched Filth a vegan burger pop up in East London.

Plant based living is now both current and mainstream.  Vegan innovation has hit epic proportions including a plethora of faux meat and fish substitutes to delivery services like All Plants offering delicious frozen vegan meals that look after ‘you and the planet’.  A measure of the golden glow of plant based living is the number of existing non animal based products, from bed sheets to kitchen wear, that now badges themselves as Vegan or plant based.

But why is Veganuary so popular now?

It seems it is not one single cause, but a perfect storm of plant-based factors. Animal welfare, environmental concerns and personal health all made aspirational by a line up of currents influencers, blogs, films and magazines.  

In 2018, 84% of Veganuary participants were female, while 60% were aged under 35.   Not surprising when you consider that plant based eating reflects many of the values supported by Millennials and older health lifestyle adopters.  A growing group of the population are becoming more ‘woke’ to the effect their food has on the planet and their health. 

Richard Branson, who is investing in Memphis Meats a lab-grown meat start up, recently said:

“In 30 years or so, I believe we will be shocked that we killed animals en masse for food”. 

Richard Branson

It is very much looking like he has a point.

At SuperHuman we believe this is far from a moment in time and that the shift in the plant-based/vegan image has much to do with this.  In our Fierce Vegan influencer campaign for client Udo’s Oil we set out to show vegans are rocking their fitness goals leaving old ‘pale and weak’ perceptions for dead.  

Kip Andersen of the now infamous documentary Cowspiracy sums it up nicely.  

“Whereas before, veganism may have been viewed like your were giving up something, now its been reframed as what you gain.”  

Kip Anderson

If you’d like to find out more about our work during Veganuary or about our wellness practice please, get in touch here.

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