This year's Veganuary is the biggest since it began in 2014, with more than 500,000 people signed up for the 31-day vegan challenge, surpassing 2020's total of 400,000.
Deliveroo has reported a 163% increase in orders of vegan dishes year-on-year and said the first week of January has seen a 153% rise in searches for vegan food in the app compared to December.
Meanwhile, Wagamama has vowed to make 50% of its main menu meat-free by the end of 2021 in a bid to tackle climate change, and launched a trial to remove red meat from its test kitchen restaurant.
Toni Vernelli, Veganuary's head of communications, said: "While new vegan product launches from big name brands are exciting, the way British supermarkets have embraced Veganuary this year is truly game changing. They are not simply using it as a marketing opportunity but are promoting the many benefits of plant-based eating and encouraging people to give it a try. As bastions of our food supply, they know that the only sustainable way forward is plant-focused."