January is the month of non-alcoholic beverage and vegan food

Next to the well-known Dry January, Veganuary is now gaining popularity: a challenge in which people follow a vegan diet in the month of January.

No booze, vegan food, we‘re just busy this first month of the year. Veganuary has been around since 2014, but the vegan lifestyle has made an advance in recent years. In supermarkets, the assortment of plant products is expanding and also meal delivery services such as Deliveroo and Thuisbezorgd.nl keep a close eye on this food trend. They researched the eating and drinking habits among Dutch people in 2020 and found out how the attitude towards veganism will be in 2021.


According to Thuisbezorgd.nl, more and more people want to make the step towards a vegan or vegetarian diet. The main reason for this is animal welfare (1 out of 5 indicates this as a reason), followed by reducing the ecological impact and own health.

It saves the marketing of more and more vegetable alternatives, which makes the transition easier and more accessible. According to Deliveroo’s research, in 2020, a quarter of Dutch people (24%) tried meat substitutes and also dairy free alternatives such as oat or almond milk were placed in the shopping basket by 14 percent.


, however, the transition into practice is still a challenge. Ordering vegan food is one, but making yourself accustomed to without cooking animal products is often seen as an obstacle. It also plays a part in the fact that people are accustomed to believing that they need animal products; many have grown up with this and have been given the ‘Disc van Vijf’ directive. One in three therefore doubts whether they receive enough essential nutrients with vegetable meals.

Thuisbezorgd.nl sees a change in attitude; almost one in five Dutch (21%) is now considering ordering vegan more often than five years ago. At least in 2020, this increased considerably: last year they almost doubled the number of orders for vegan meals.

Vegan intentions

Especially women expressed interest in a vegetarian or vegan lifestyle, according to the data of Deliveroo. By 2021, about 50 percent of women want to engage in meat substitutes, compared with 38 percent of men. In addition, 41% of women and 30% of men are open to dairy-free alternatives.

For those who are still a bridge too far, luckily there is something like flexitarianism: one or more days a week do not eat meat. In 34 percent of women and 23 percent of men, this diet is in demand.

Interestingly, this trend also attracts older audiences. It is expected that 38 percent of those over 55 would like to include meat substitutes in the menu and a quarter of the whole milk pack for almond milk, for example.

If we have to believe the figures, the popularity around veganism will increase even further in the coming year. Perhaps eating more vegetable alternatives is an addition to the list of good intentions for 2021? Veganuary counts 24 more days, better late than never.