is this the end of veganuary?? 🥲

is veganuary over?? the truth about veganuary 2025
veganuary used to feel like vegan christmas-exciting new product launches, packed supermarket shelves, and loads of buzz online. but in 2025, things feel… different. so, have we lost interest in veganuary? is it fading into irrelevance, or is something else going on?
in this video, i'm breaking down:
🥦 why the conversation around veganism is changing
🛒 which supermarkets are still going all in on plant-based launches
📉 the decline of vegan influencers and why so many are ditching the label
💚 why i'm still hopeful about the future of veganism
it’s not that veganuary is dead-it’s that it’s changed. brands are shifting their strategies, supermarkets are reacting to trends, and the influencer landscape isn’t what it used to be. but does that mean progress has stalled? let’s talk about it.
🔔 subscribe for more vegan commentary, reviews & what i eat in a weeks!
weekly newsletter: veganbeautygir...
follow me on...
insta: veganbeautygirl
tiktok: www.tiktok.com/@veganbeautygirl
wanna work together?
email: [e-mail]

[@Bloodrose75]

I have noticed a decline in the range and diversity of vegan products in the supermarket isle, but feel that the 'cost of living' crisis has been the major driver of less vegan customers. With the affordability of air fryers, slow cookers and the instapot, more people have shifted to home-cooked meals. Gone are the days where a household had a single vegan; many sharing a house will try some dishes cooked without convenience products, had that dramatically raised in price. Vegans are buying more fruit, vegatable, pulses, grains etc. People are learning more about batch-cooking, meal prepping and freezing thanks to the Internet and realising that good, healthy, vegan food doesn't need to break the bank. Thank you for all the hard work you put in to your videos, it is appreciated.

[@VeganBeautyGirl]

completely agree! unfortunately one of the biggest measures they use for us vegans is 'how much vegan alternatives are selling' which doesn't take into account fruit, veg, legumes etc. glad to see people cooking more at home! even if it's sadly had to come from penny pinching.

[@BottledBlueOnYouTube]

the sad thing is there must have been a dip in demand for vegan alternatives for them to roll back the launches. if the demand was truly there I’m sure they’d still be investing in alternatives 😟 you’re right though the anti-ultra-processed movement could defo be a factor, the trend in the food industry at the moment is food/snacks/drinks with added functional benefits like extra vitamins or protein. all round sad if it has indeed been seen as merely a trend by brands xxx

[@adereynolds]

It doesn't necessarily mean falling demand. The fact is, we went from very few options to an insane amount of options in a very short space of time. Even with veganism growing, it was never growing enough to support all the brands jumping on it. There'll still a lot of options and with many looking to cut their spending I can't see them all surviving. But that'll be true for many non vegan brands too.

[@VeganBeautyGirl]

i think we just got given waaaay too much and then they took back too much a year or so later. now there's less out, a few more popular vegan alternatives would be great.

[@VeganBeautyGirl]

@@adereynolds completely agree!!

[@jenniferfoggs]

The way I consumed pre-Covid vs now is CRAZY. I used to eat out several times a week now I go out maybe 1 time every two months. Just as an example pizza express used to be like £12 for a pizza, now it’s £17ish… that is a CRAZY difference. Everything is so much more expensive and I have to put more thought into the times I go out to eat. The cost of living crisis is very real. The same applies to buying vegan alternatives in the shop. I’ve also kind of found my favourite products now (after many years trying lots of different things) so i don’t try different things very often anymore

[@VeganBeautyGirl]

omg you write this as i'm about to head out to pizza express hahahha. it's their last day of doing £1 pizzas (buy one, get a second for £1) and i'm so keen. but yes! everything is crazy pricey! i've barely tried anything new this veganuary (even for content) bc i just (1) can't really afford it / justify it and (2) i don't think many people even want to see it bc it's all unattainable nowadays.

[@JonathanMallett]

We've definitely eaten out less this veganuary. We haven't eaten out since before the new year. We're on a bit of a health kick this year as we've got a few big events coming up.

[@VeganBeautyGirl]

i feel that! it's def getting easier to overconsume as a vegan at christmas. i find everyone seems to bring me 'vegan treats' on xmas day (great intentions, but more than anyone can consume) and i'm stuck taking them home and eating junk for the next 2 weeks. whereas before i felt xmas was just veg and gravy for me and i was ready to INDULGE in vegan xmas (veganuary!). i think we all just want to feel good.

[@davidthescottishvegan]

Another awesome video from the beautiful Nicole. Yes you are correct that Veganism isn't about diet but an ethical way of living. Non vegans focus too much on what vegans eat not just avoiding all forms of animal exploitation outside of their diet. I got good news that I passed the college course I was on and will be progressing to the next level of the course which will help with my video production, audio and other content creation skills. Love 🥰 the video and love 💗 Nicole.

[@VeganBeautyGirl]

thanks david, hope you're doing well!

[@eproudfoot2799]

Great video!! I think as well, what with everything that's happened recently, people who were on the fence about veganism are now feeling an appeal to futility. Personally I can't believe January's over and I haven't had the chance to tryvl any of Aldi's options! Partly just been eating all the food in my freezingbl to save money, partly our local Aldi is just too far away

[@VeganBeautyGirl]

i've politely but firmly asked my sister to stock up on what she can (as she lives near one!)

[@cathymclennan1702]

I love your ethics and your videos! Veganuary in London, Ontario, Canada is non-existent! None of the influencers that I follow are talking about it this year!😥

[@Moira_Gloucestershire]

Vegan 💚🌱

[@liamellwood1025]

I'm coming up to one year vegan (for the animals) so this is my first experience of veganuary but it has been nice to see some treats about in the shops. For the most part going vegan has made me appreciate what I eat and challenged me to cook better and take into account what is actually on my plate. It's much easier than I thought it would be and I fully know mock meats aren't "healthy" but who cares? Lentils are not mince and cauliflower is not steak. Gimme the texture!

[@Laura_Suzanne]

On yesterday's video showing you going into M&S I wrote that I wish they hadn't discontinued some products, including the PK Ravioli. Well guess what! Today in Newcastle I eventually found it- Right in the corner of the pasta shelf in the middle of it all! The packaging was almost unrecognisable...I had to read the shelf label to find it 🙈.

[@VeganBeautyGirl]

they're just SO hidden SO suddenly!! change the label. wait. change the location. ALL AT ONCE??? we never stood a chance.

[@Laura_Suzanne]

There is definitely room for improvement! Someone was wanting vegan clotted cream and my internet results could only find recipes…I hope brands haven't forgotten about older vegans who just want good old fashioned British Afternoon Tea scran. I myself am still waiting for mass produced fruit and cheese scones in supermarkets.

[@VeganBeautyGirl]

THIS IS WHAT I MEAN. how have the brands given up??? we don't have everything yet??? sure, pause on the burgers and the cheddars but clotted cream?? yorkshire puds??? WE'RE WAIIIITING...

[@Laura_Suzanne]

​@@VeganBeautyGirlThey've definitely missed a trick with not targeting the over 45's market who have a more disposable income and are much less likely to eat fast food mock meat alternatives frequently (American style burgers & chicken nuggets etc) as they would be watching their weight and dining with even older omni friends & relatives.

[@AlishaNoel]

When I look up the numbers for veganuary, it shows a steady incline every year. Can I ask where your chart was from? Love your videos!

[@barrydevonshire9749]

I think vegan food in restaurants is more normalised now. As long as food is labelled plant based and vegan it might tell people it is the same thing and do the cause good

[@VeganBeautyGirl]

yes! plant based labelling for the omniovres, a vegan label on the back for us pls!

[@philhunt168]

Supermarkets flooded the market a few years ago with a lot of average (usually own brand) products. Unfortunately squeezing out a lot of health food shops in the process. Even now, despite there being so many great ranges available ( squeaky bean, absolutely tasty, redefine meat, moving mountains to name a few) they're doubling down own quorn, which hasn't really moved on in years. At least that's how it seems, here in birmingham.

[@VeganBeautyGirl]

rip this is so true. you can tell the people making the choices are not vegans and are not tasting this foods.

[@vegansandwiched]

I've noticed the decline of some of the vegan products here in The Netherlands as well. Earlier this month Lidl had vegan lasagna but not anymore. Also the no soy products are declining (I have soy allergy). But there's more options on the legume department: legumes with curry, tandoori or spicy pasta sauce (without any E codes), I enjoy those! Hopefully the German Project Eaden ultra realistic plant based 'meats' (mentioned in plant based news) are coming soon also to The Netherlands and UK (and other countries). I hope this "falafel" period is just a phase before new 'meatier' technology innovations start pouring into stores. I would like to know what you think about the recent behavior of Gordon Ramsay? Ally or not? He is simultaneously appearing in a farming game and plant based butter commercials. Who could forget the goat video (I can't). I'm seriously sceptical about his real agenda and wonder why he was asked to appear in a plant based add, it almost feels like a mockery. But hopefully he goes vegan for his health and can become a real ally eventually. But at this point it just seems fake.

[@VeganBeautyGirl]

omg. todays video is all about GR. muahahahha

[@vegansandwiched]

Hahaa, I noticed 😁 Great minds think alike! You explained it well why GR was asked - so the add is made for "environmentally conscious" meat eaters (whatever that means) 😅 Now I get why for example Ed Winters wasn't asked. The tofu trend is worsening here in the Netherlands. I just wish there was lentils or kick beans tofu (gotta eat those homemade) since I got soy allergy. Why does it all have to be soy based at the supermarkets?!? Ugh. I'm trying not to get too frustrated (this all shall pass - omm).

[@arcachel8066]

Veganuary items need to be available year round

[@VeganBeautyGirl]

absolutely.

[@Lfcklopp]

Loved the video and just understanding could we see some vegan cooking food on your channel in the near future , have a gorgeous rest of your day ❤🙏

[@VeganBeautyGirl]

yes!!! filming a vid this week for tomorrow!

[@Lfcklopp]

@VeganBeautyGirl can't wait thankyou ❤️

[@adereynolds]

I think veganuary became part of capitalism, endless brands jumping on it without believing in it. So it'll continue but smaller. Despite the deliberate pushback against veganism, it'll still grow slowly over time. It just reached a stage where it was big enough to gain a lot of people who weren't going to stick with it. But ultimately if for every ten new people that try it, one sticks with it then we're making progress. It just won't necessarily feel like it as we'll have endless articles and influencer videos about how they quit veganism and started eating fifty steaks for breakfast for health.

[@VeganBeautyGirl]

so true

[@pamcollins4334]

I hate that vegans only get one month to try all these products, and then we have to trod through 11 months of dissatisfaction. Like Lidl ran out of their vegan chocolate 2 weeks into 2025 it's not fair ;___;

[@TMDWTFIU]

Well, yeah. It's just about Febuary.

[@FreddieAl]

It's so annoying that supermarkets don't stock easter eggs, Halloween costumes and Christmas cakes all year round 😂😂😂 "Veganuary" 🤣🤣🤣

[@VeganBeautyGirl]

easter eggs (eaten one day a year) started appearing in december i swear.

[@FreddieAl]

Unity Diner 😂😂😂😂, a perfect example of vegan lack of support