If you’re one of the many people who have kicked off 2025 by signing up for Veganuary, we understand that transitioning to a plant-based diet can feel like a big step. And when those 30 days are over, it can be difficult to keep that momentum going! But you don’t have to do it alone! Research shows making the move to plant-based eating is made easier, more enjoyable, and more sustainable with the support of family and friends.
A recent study, published in NPJ Climate Action (part of the prestigious Nature network), highlights the pivotal role that social support can play in sustaining dietary changes. The research also showcased ProVeg International’s Veggie Challenge – a digital tool that helps you to eat more plant-based and fewer animal-based foods. The Veggie Challenge has already helped more than half a million people to follow a healthier and more sustainable diet.1
Surprising results
The study was conducted by an international team of researchers, including contributors from ProVeg International. The investigation followed approximately 1,200 Dutch and Flemish test subjects for four months. Participants were randomly assigned to three groups. Those in the first group were asked to participate in the Veggie Challenge. A second group also followed the Veggie Challenge programme, but were also encouraged to invite their friends or family to participate or involve them in the challenge – through a ‘Veggie Challenge team’. A third group of people served as the control group and simply completed the same questionnaires as the other groups but did not make any changes to their diet.
At the end of the 30 days, the average consumption of animal-based products (meat, fish, dairy and eggs) in both the first and second group was 16–17% lower than in the control group, a statistically significant difference, while meat consumption, specifically, was 22–27% lower. At that point in time, there were no significant differences between the group who had completed the challenge by themselves and the group who had asked friends and family to support them.
A month later, however, things looked very different for the two groups: the average consumption of the first group had bounced back to almost the same level as that of the control group. However, in the group which had the support of family and friends, the reduction was maintained. A third measurement, which was instituted after three months, showed that meat consumption in this group was still 25% lower than the control group.2
After analysing the data, the researchers concluded that social factors clearly influence dietary change. The findings are both highly relevant and practical for anyone considering a plant-based lifestyle – the simple lesson is that if you get the support of those around you, you’ll be more successful in maintaining your new diet.3
Pablo Moleman, Strategic Director of ProVeg Netherlands and one of the co-authors of the study, did not expect these results:
“We knew that social environments were important, but had not expected the effect to be this pronounced. The results motivate us to focus our work more strongly on groups, rather than on individuals. We want to support large and small communities to take the Veggie Challenge: colleagues, friends or sports clubs. For this purpose, we work together with companies and institutions, for example. This research shows: eating more healthily and more sustainably is something we should do together, not alone.”
Why changing your diet matters
The need for dietary change has never been clearer – or more urgent. Since the production of animal-based foods is responsible for 57% of global food-system greenhouse gas emissions,4 replacing just half of animal-based foods with plant-based options could reduce global food-system emissions by up to 50% and decrease land use by 31%.5 And it’s really not a big ask, given that consumers in many Western countries generally eat twice as much meat as recommended by national dietary guidelines.
In a world where animal-based eating is the norm, social connections – sharing meals, receiving encouragement, and building community – are central to making plant-based eating easier and more enjoyable.6 This makes intuitive sense since food is also one of the key binders of communities and an overarching aspect of regional and national cultures.
After Veganuary – time for the Veggie Challenge!
ProVeg’s Veggie Challenge app provides a structured but flexible way to explore plant-based eating. The app is designed to make the process simple, personalised, and fun.
- Tailored plans: users can choose specific goals like reducing their meat consumption, switching to vegetarianism, or adopting a fully plant-based diet.
- Daily support: the app offers recipes, shopping tips, and motivational messages to help users stay on track.
- Social sharing: the app includes social features which encourage users to involve their friends and family, thereby creating a sense of community and support.
As the study shows, users who share their journey with others – either online or in person – are more likely to stick to their dietary changes. It’s clear that this social element plays a major role in sustaining long-term habits.
Social connections are key
The study revealed several insights into the role that social support plays when it comes to changing your eating habits:
- Sharing means caring: people who share plant-based meals with loved ones or receive encouragement are more likely to continue with their new habits.7
- Creating a new normal: eating plant-based meals with others helps to normalise new eating patterns, making them feel less like a restriction and more like a positive change.
- Community counts: access to online groups and app-based sharing features gives participants a sense of belonging that helps them to overcome challenges.8
Why plant-based alternatives matter
Plant-based meat and milk alternatives aren’t just substitutes – they’re also healthier for you and the planet. Here are a few key benefits:
- Lower saturated fat: plant-based meats generally contain significantly less saturated fat than their animal-based counterparts, which is linked to better heart health.9
- Fibre power: unlike animal-based products, plant-based alternatives are often a good source of fibre, aiding digestion and gut health.10
- Environmentally friendly: switching to plant-based foods reduces food-system emissions by up to 50% and land use by about 31%.11
Nutritional assessment of plant-based meat and milk alternatives
Our research aims to assess plant-based alternative ranges available in supermarkets across 11 countries.
Get going with the Veggie Challenge
The Veggie Challenge App is your ultimate guide to exploring plant-based eating. Whether you’re curious about cutting back on meat or are ready to commit to a fully plant-based diet, the app offers everything you need to make the change enjoyable and sustainable.
Why not download the Veggie Challenge app and try it for yourself? And if you’d like to know more about the research, check out the full study in Nature.12
Sharing your journey to a better future
This research underscores the power of connection in driving meaningful lifestyle changes. Whether it’s cooking a plant-based meal with loved ones, receiving encouragement from friends, or joining an online community, social support helps to make the shift to plant-based eating achievable and enjoyable. And the more people who make the shift, the better the future will be – for the planet and all those who live on it.
References
- Nature Article, 2024. Full Article: https://www.nature.com/articles/s44168-024-00192-4.
- Nature Article, 2024. Full Article: https://www.nature.com/articles/s44168-024-00192-4.
- Poore, J., & Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science.
- Poore, J., & Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science.
- Willett, W. et al. (2019). Food in the Anthropocene: the EAT-Lancet Commission on healthy diets from sustainable food systems. The Lancet.
- Nature Article, 2024. Full Article: https://www.nature.com/articles/s44168-024-00192-4.
- Nature Article, 2024. Full Article: https://www.nature.com/articles/s44168-024-00192-4.
- Veggie Challenge Data Analysis, ProVeg International.
- Nutritional Profile of Plant-Based Meat Alternatives, ProVeg International Report.
- Fibre Benefits of Plant-Based Eating, Science Direct.
- Global Emissions Reduction Potential, EAT-Lancet Commission.
- Nature Article, 2024. Full Article: https://www.nature.com/articles/s44168-024-00192-4.