# Branded Plant-Based Promotions Costco Promotes 'Veganuary' to Over 15 Million Customers By Grace Mahas | Published 2021-01-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/promotes-veganuary References: [vegnews](https://vegnews.com/2021/1/costco-promotes-veganuary-to-15-million-customers) Retail conglomerate [Costco](https://www.trendhunter.com/trends/unreal-deli) recently sent out a mailer promoting 'Veganaury' with a two-page spread out to over 15 million customers. "The introduction of Veganuary—where you take a pledge to give up meat, dairy, and eggs during January—provides one way to make a significant change that not only benefits your health but also has a positive impact on animal welfare and the environment,” Costco Connection magazine states. The Veganaury spread from Costco also underlines the many benefits of following a vegan diet, while showcasing [vegan recipes](https://www.trendhunter.com/trends/vegan-marketplace) – including dishes like pizza and bean stew – that rely on products available at Costco stores. In addition, the vegan promotion also provides tips for transitioning to a [plant-based diet](https://www.trendhunter.com/trends/meat-free-made-easy-campaign). Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 58% | Activity: 70% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Branded Plant-based Promotions:** Retailers are promoting plant-based diets and veganism through branded promotions, showcasing vegan recipes, and offering tips for transitioning to a plant-based diet. - **Veganuary:** The Veganuary pledge, where individuals give up meat, dairy, and eggs for the month of January, is a growing trend with potential for more promotion and support. - **The Rise of Plant-based Diets:** More consumers are adopting plant-based diets for health, environmental, and animal welfare reasons, creating a market for plant-based products and recipes. ### Who This Affects Most - **Retail:** Retailers can promote plant-based diets and products for the growing market of consumers seeking plant-based alternatives. - **Food and Beverage:** The food and beverage industry can capitalize on the rise of plant-based diets by developing and promoting new plant-based products and recipes. - **Health and Wellness:** The health and wellness industry can promote the benefits of plant-based diets and offer resources for consumers to transition to a plant-based lifestyle. ## Related on Trend Hunter - [Veganuary-Themed Food Campaigns](https://www.trendhunter.com/trends/birds-eye-do-what-you-canuary.md) - [Vegan Deli Meat Packs](https://www.trendhunter.com/trends/unreal-deli.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Plant-Powered Restaurant Takeovers](https://www.trendhunter.com/trends/restaurant-takeover.md) - [Plant-Powered Breakfast Clubs](https://www.trendhunter.com/trends/wiiildy-good-breakfast-club.md) - [Branded Dairy-Free Initiatives](https://www.trendhunter.com/trends/oatbox-resoatlution-challenge.md) - [Vegan Product-Promoting Supermarket Campaigns](https://www.trendhunter.com/trends/supermarket-campaigns.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Expansive Meat-Free Food Campaigns](https://www.trendhunter.com/trends/meat-free-made-easy-campaign.md)