Veganuary - 3rd January 2024

Promoted as ‘Veganuary’, January has become a month in which people opt to swap out their regular diet for a plant based one, spurning meat and other animal products.

Veganuary’s gained traction internationally in recent years signalling a possible shift away from consuming meat, if not abandoning animal products altogether. Nowhere is this more evident than amongst the sausage and schnitzel loving German culture which has seen meat consumption plummet in recent years.

When records began in 1989, meat consumption in Germany stood at 60 kilograms per capita per annum. However, in 2023, that figure stood at 52 kilograms per capita, a significant decrease, which head of the NGO ‘Pro-Veg International’ Sebastian Joy takes great pride in.

Sebastian Joy: "On the one hand, it's good for the animals in factory farming, it's good for climate change and it's better for consumer health."

This reduction in meat consumption can be attributed to a variety of reasons ranging from concerns over animal welfare, drugs utilised in animal rearing, climate change and the environment. These are among the factors that have been cited by those attending a vegan festival in the German capital.

Britta Lange: "Why do I eat less meat? The main reason is animals, because in recent years we've learned a lot more about how they're killed, how they're treated and where they come from."

Vera: "Animals are living beings. They feel pain just like we do which is why I'm turning away from meat. And then there are all these toxic substances that go into food like antibiotics. I think it's very bad, but it's been like that for decades."

Florian Bussmann: "I think everyone has a responsibility towards the climate. Reducing your meat consumption is a good contribution to protecting the environment and animals too. Plus, it's better for your health."

According to data provided by international vegan promoting organisation Veganuary, in 2022 approximately 36 percent of the 629,000 participants from 228 countries converted to veganism post January. Of the remainder, 76 percent have committed to slashing their meat intake in half and have been toying with the idea of going vegan in the future.