Recent research: four out of ten Hungarians would try Veganuár

A 24 percent of the Hungarian population between the ages of 18 and 69, or about 1.6 million people, have heard of the Veganuár challenge. 39 percent of respondents said they would definitely or probably take part in the challenge. In other words, according to the research, Veganuár 2026 could inspire up to 2.6 million Hungarians to try the vegan lifestyle in January.

The vegan lifestyle is increasingly attractive

According to the nationally representative research of a thousand people, the younger someone is, the larger the settlement they live in and the higher their educational level, the more likely they are to have heard of the challenge. Veganuár is better known among Hungarians with higher incomes, as well as those who are open to a vegan lifestyle and those living in or around the capital.

The Veganuár challenge is attractive to 56 percent of the population aged 18-69, and very attractive to 18 percent of them. Overall, the challenge is considered more appealing by young Hungarians living in Northern Hungary and the Northern Great Plain, those who already follow a vegan lifestyle, those who are interested in the lifestyle, and those who are open to making the switch.

According to the research, four out of ten Hungarians aged 18-69 not only find Veganuár attractive, but would also participate in it. However, most of them are not aware of what exactly a vegan lifestyle means. 38 percent of respondents said they were confident in their knowledge of the vegan lifestyle, and 4 percent said they already practice such a lifestyle.

However, almost half of the population (46 percent) only has a superficial understanding of what this lifestyle means, 11 percent only know its name, and 5 percent have never heard of it at all.

Animal protection is the main driving force

Veganuary 2026 motto: A revolution of consciousness. It was launched again with the same goal: to deepen the collective knowledge about the vegan lifestyle; to help discover the indispensable role of vegetables, fruits, legumes and plant-based foods in the diet, to show how new habits and traditions can be developed in small steps, through which we can become healthier and more balanced, while doing our part for the planet and wildlife.

According to the research results, the word vegan and its meaning are more familiar to young people, people with higher education, and the urban population, as well as those living in Budapest or Western Transdanubia. After the presentation of the basic principles of the lifestyle, 59 percent of the population responded that they liked this approach. Women, younger people (especially those aged 30-44), people living in cities, and people living in the central region are more likely to like the vegan lifestyle.

Of the elements of the vegan lifestyle, fewer animal deaths and less animal suffering are the two elements that are most liked by those open to the lifestyle. 49 percent of respondents selected these two options.

The fact that they eat healthier foods due to the vegan lifestyle – to which Veganuár has more than