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February 2026 - Health

Nearly one in five Brits embrace Veganuary, according to new research:

New research indicates that almost one in five (19%) UK adults has adopted a vegan diet for Veganuary, and more than half (59%) hope that a vegan or plant-based diet will improve their physical health. Additionally, almost a third of adults are taking part in Dry January, with physical benefits also cited as the primary motivation for their participation.

The survey, conducted by the Harris Poll UK on behalf of The Grocer, polled a nationally representative sample of 1,000 UK adults from January 9 to January 11, 2026. It aimed to measure participation in Veganuary and Dry January, as well as the motivations behind these choices.

The findings reveal that individuals aged 24 to 34 are leading in Veganuary participation, with nearly two-fifths (37%) taking part. Participation drops significantly with age, as less than one-fifth (18%) of 45-54-year-olds and only 6% of 55-64-year-olds are involved. Similarly, Dry January is more popular among younger demographics, with half (50%) of 24-34-year-olds abstaining from alcohol in January, compared to around a quarter (24%) of 55-64-year-olds and just 16% of those aged 65 and older.

The motivations for participating in Veganuary and Dry January differ. The top three reasons for adopting Veganuary focus on health and wellness: physical health benefits (59%), mental wellbeing (50%), and weight management (48%). In contrast, the main reasons for participating in Dry January are more varied, with physical health benefits leading at 57%, followed by saving money (47%) and resetting habits after Christmas (42%).

Overall, the findings suggest that the majority of participants have had a positive experience with their commitments. Nearly nine out of ten adults (89%) reported that Veganuary is going “quite well” (with some challenges) or “very well,” while about half (49%) of those participating in Dry January said they are finding it easier than expected. Most participants hope their January reset will lead to lasting changes in their eating and drinking habits, rather than being just a one-month experiment.

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