Veganuary: Shining a Spotlight on Vegan Innovation Across Europe

Why is Veganuary becoming so popular? 

An awareness month that encourages people all over the world to explore a plant-based lifestyle, raising awareness for the environment and health benefits while also reducing the amount of animal harm and testing. What started as a month-long challenge has become a global movement. With 2025 having over 25.8 Millon people participating inspiring not only individuals but also industries! Across Europe recent surveys show that over 80% of 2025 participants plan significant permanent diet changes, businesses across Europe are also responding to high demand for high-quality meat substitutes as well as the increase in vegan-friendly products that can be used as alternatives in everyday life, with the potential for lasting lifestyle changes. 

With a growing demand and interest in people living a more sustainable, vegan-friendly lifestyle, we’re showcasing some of the most innovative startups & scaleups from across Europe in our ‘Ones to Watch’ for 2026. 

 

 

Our Top Picks: The Most Innovative Vegan Brands 

With demand for vegan friendly alternatives across all industries rising here are some of the most innovative brands that we believe are making the biggest change! 

• Vivera https://www.vivera.com 

What they do: One of Europe’s largest plant-based food producers, making high protein meat alternatives such as burgers and protein bites.  
Their Process: Shifting completely to plant-based products in 2017 and now offer their plant-based alternatives in over 25 countries and 25,000 supermarkets.  

 

• Clay and Glow https://www.clayandglow.com  

What they do: A Dutch skincare brand that offers 100% vegan and cruelty-free skincare products such as clay masks and daily moisturisers. 
Their Process:  Founded in 2019, the brand uses mostly natural ingredients and promotes fun, effective skincare that’s vegan, as well as cruelty free. 

 

• Björn Borg https://www.bjornborg.com  

What they do: A Swedish fashion Brand know for their active wear and underwear
Their Process:  Björn Borg is integrating sustainability into product design and sourcing who use recycled/organic and are and committed to reduce environmental impact   

 

• Oatly https://www.oatly.com  

What they do: Creates oat-based dairy alternatives like oat milk and yoghurts.
Their Process:  Focuses on sustainable oat agriculture and branding that makes plant-based dairy mainstream. 

 

• Oumph! https://oumph.net  

What they do: Produces innovative plant-powered meats like pulled bites and burgers.
Their Process:  Uses soy/pea protein to craft flavourful, fun alternatives that appeal to omnivores and vegans alike. 

 

 

The positive impact: 

Veganuary is shown to be more than just a month-long challenge, but a movement that inspires people to rethink their choices and test plant-based alternatives. By supporting and choosing products that align with these values, individuals can make meaningful impacts on their health and the environment. 

Participating in Veganuary can offer a variety of different health benefits, from a more varied diet to reducing environmental impacts. Veganuary supports both ethical choices and animal welfare. The month is dedicated to creating innovative plant-based food and vegan-friendly products that help form lasting habits even after January.