With 87% of consumers believing it is important to eat healthily and 3 in 5 wanting to eat better, the beginning of a new year serves as a powerful catalyst for change.
Originating in the UK in 2014, Veganuary has evolved into a global phenomenon with over 700,000 participants in 2023. As more participate the demand for diverse and satisfying plant-based snacks increases.
Getting healthy is the top-cited New Year's resolution. 16% of the UK population have a gym membership, and January is the biggest month for new signups.
Whether it's eating healthier, exercising more, or reducing their environmental footprint, January will always prompt people to make a start on goals they've set for themselves.
Each of these personal goals is an opportunity to curate a satisfied customer. Support them with their resolutions and the factors that matter most and you could see a returning customer throughout January and beyond.
Explore the sections below to understand the driving factors behind customer buying choices in January as well as the products to meet these trends.