Why Vegan Sweets Are Taking Over the UK Market

Veganuary 2026 is set to be the biggest yet. Since its launch in 2014, the campaign has grown exponentially, with over 700,000 people officially signing up in 2024 alone. Industry experts predict Veganuary 2026 will surpass one million sign-ups for the first time, reflecting the movement's mainstream acceptance.

The impact on vegan sweet sales is dramatic. Retailers report that vegan confectionery sales spike by 40-60% during January, with many new customers continuing to purchase plant based sweets long after Veganuary ends. According to recent market research, the UK vegan confectionery sector has grown by over 25% year on year, with Veganuary serving as the primary driver of trial and adoption.

This isn't just about dedicated vegans either. Research suggests that only about 30% of vegan sweet purchases are made by committed vegans. The remaining 70% comes from Veganuary participants, flexitarians, vegetarians, and omnivores choosing plant based options for various reasons: health concerns, environmental awareness, dietary restrictions, or simple curiosity sparked by the January campaign.

Supermarket chains have responded enthusiastically to Veganuary demand. Tesco, Sainsbury's, and Waitrose all launch expanded vegan ranges specifically for January, with many products becoming permanent fixtures due to sustained popularity. Independent retailers like Sunshine Snacks see Veganuary as an opportunity to introduce customers to the breadth and quality of vegan confectionery available.

Why Veganuary Participants Choose Vegan Sweets

Veganuary's genius lies in making plant based living accessible and enjoyable, not restrictive. Vegan sweets play a vital role in this, proving that going vegan doesn't mean sacrificing treats and indulgence.

Making the Transition Easier

One of Veganuary's biggest challenges is helping participants feel they're not missing out. Traditional advice focused heavily on meals, but snacks and treats matter enormously for sustainability. When people discover delicious vegan sweets that satisfy cravings without compromise, Veganuary becomes achievable rather than arduous.

Many Veganuary participants report that finding suitable sweets was initially daunting. The abundance of quality options now available, particularly through specialists like Sunshine Snacks, removes this barrier entirely. Our vegan and vegetarian sweets collection offers everything from gummies to chocolate, ensuring Veganuary participants never feel deprived.

Health and Wellness Goals

January traditionally sees people pursuing health resolutions, and Veganuary taps into this perfectly. Many participants perceive vegan sweets as healthier alternatives, and whilst "vegan" doesn't automatically mean "healthy," there are legitimate nutritional differences.

Vegan sweets eliminate dairy and eggs, removing cholesterol and often reducing saturated fat content. They're naturally free from lactose, making them suitable for the estimated 5% of UK adults with lactose intolerance. People report improved digestion when reducing dairy, even in small amounts like the milk in chocolate.

Additionally, many vegan sweet brands prioritise natural ingredients, avoiding artificial colours and flavours. This clean label approach resonates with Veganuary participants who view January as an opportunity for overall dietary improvement, not just animal product elimination.

Environmental Impact Awareness

Veganuary emphasises environmental benefits of plant based living, and this messaging strongly influences sweet purchases. Dairy production requires substantial land, water, and feed resources whilst generating significant greenhouse gas emissions. Plant based alternatives typically have smaller environmental footprints.

For many Veganuary 2026 participants, climate consciousness drives their month-long commitment. Choosing vegan sweets becomes part of a broader effort to reduce personal environmental impact, aligning treats with values. This ethical dimension often proves more motivating than dietary rules alone.

Supporting Others Through Veganuary

Veganuary creates communities of people supporting each other through the transition. Sharing discoveries of delicious vegan sweets becomes part of this experience. Social media fills with recommendations, taste tests, and excitement about finding products that rival or exceed conventional versions.

This community aspect accelerates vegan sweet adoption. When friends recommend specific products or brands, trial barriers drop significantly. Sunshine Snacks sees increased social media engagement every Veganuary, with customers eagerly sharing their favourite finds and seeking suggestions for their next purchases.

What Makes Sweets Officially Vegan for Veganuary?

For Veganuary participants, understanding what qualifies sweets as vegan is essential. As detailed in our guide on the difference between vegan and vegetarian sweets, vegan sweets exclude all animal products and byproducts:

• No dairy (milk, butter, cream, whey)
• No eggs or egg derivatives
• No honey or beeswax
• No gelatin (derived from animal collagen)
• No carmine/cochineal (red colouring from insects)
• No shellac (coating from lac beetles)

Reputable vegan sweets carry certification from organisations like the Vegan Society, providing independent verification that products meet strict Veganuary-compliant standards. At Sunshine Snacks, we prioritise certified products, giving Veganuary participants confidence in their purchases during this crucial trial month.

Where Veganuary Participants Can Find Vegan Sweets

Accessibility has driven much of Veganuary's success. Major supermarkets stock extensive vegan sweet ranges, often with special Veganuary promotions and prominent displays throughout January. High street retailers like Holland & Barrett feature Veganuary campaigns with curated vegan confectionery selections.

Online retailers offer the widest selection and best value, particularly important for Veganuary participants wanting to explore beyond mainstream options. At Sunshine Snacks, we've built our range specifically to support people through Veganuary and beyond, offering variety, quality, and competitive pricing through bulk sweets options.

Seasonal celebrations align perfectly with Veganuary too. Our Christmas collection helps people finish festive season leftovers with vegan options, whilst our seasonal sweets range ensures every occasion throughout the year has suitable treats.

Veganuary Shopping Guide: What to Look For

Veganuary participants, especially first-timers, benefit from clear guidance on choosing quality vegan sweets:

Certifications and Labels

The Vegan Society trademark is the gold standard. This sunflower logo guarantees rigorous ingredient and production checks, crucial for Veganuary participants who want certainty. Many products also display "Veganuary approved" or similar badges during January, though the Vegan Society certification provides year-round assurance.

Taste Expectations

A common Veganuary concern is whether vegan sweets taste as good as conventional versions. Modern vegan confectionery has solved early quality issues completely. You'd genuinely struggle to identify most vegan sweets in blind taste tests, as explored in our article on whether non-vegans can tell the difference in vegan sweets.

Budget Considerations

Veganuary shouldn't break the bank. Vegan sweets have become increasingly competitive on price, with many mainstream options costing the same or only marginally more than conventional sweets. Our Sunshine Bundles offer curated selections at value prices, perfect for Veganuary participants wanting to try multiple products affordably.

Popular Vegan Sweet Categories for Veganuary 2026

Different sweet categories appeal to different Veganuary participants:

Gummy Sweets and Jellies: Perfect for those who love chewy textures. Pectin-based gummies offer cleaner taste and satisfying texture that many prefer over gelatin versions.

Chocolate: Vegan chocolate has evolved dramatically. Oat milk, almond milk, and coconut milk alternatives deliver creamy indulgence, ideal for Veganuary participants missing traditional milk chocolate.

Hard Boiled Sweets: Many were already accidentally vegan, making them safe choices for cautious Veganuary beginners.

Marshmallows: Vegan versions work perfectly for hot chocolate toppings, a comfort essential during cold January evenings.

Beyond January: Sustaining Vegan Sweet Choices

Veganuary's ultimate goal isn't just January participation but lasting behaviour change. The sweet category plays a surprisingly important role here. When people discover vegan sweets they genuinely love, continuing to buy them after January requires no willpower or sacrifice.

Data shows that over 80% of Veganuary participants maintain some plant based changes beyond January, with vegan sweets amongst the easiest switches to sustain. At Sunshine Snacks, we see consistent year-round growth from customers who discovered us during Veganuary and simply kept ordering because they prefer our products.

Our halal sweets collection demonstrates another benefit: vegan sweets often meet multiple dietary requirements simultaneously, making them practical choices for diverse households long after Veganuary ends.

Why Choose Sunshine Snacks for Veganuary 2026

At Sunshine Snacks, we're passionate about supporting Veganuary participants. Our vegan and vegetarian sweets collection is carefully curated to help people through January and beyond, focusing on quality, taste, and value.

We prioritise certified products so Veganuary participants shop with confidence. We offer bulk options because we know people need competitive pricing, especially when trying multiple new products. We provide detailed product information because transparency builds trust, particularly important for first-time vegan shoppers.

Visit our Sunshine Sweets range to discover why thousands of Veganuary participants choose us year after year. Whether you're attempting Veganuary 2026, supporting someone who is, or simply curious about plant based treats, we're here to help.

Ready to experience Veganuary 2026 without missing out on delicious sweets? Browse our collections or contact us for personalised recommendations. This January, discover why vegan sweets are taking over the UK market and why so many people who try them for Veganuary never look back.