By Kiran Grewal

 Remember ‘Movember’, where pretty much all of the male population kept moustaches and every girl gushed over how much she loved facial hair on a guy? Along came January, and for most of us it was known for abstinence, ‘Dry January’ it was called, because Christmas and New Years was everyone’s best excuse to indulge in that third bottle of wine and by the time January 1st rolled around, their livers and their hips weren’t thanking them for it. Mine included. But instead, the latest craze was ‘Veganuary’, adopting a vegan diet by cutting out meat, fish and dairy. With the likes of Beyoncé and Brad Pitt praising the diet, its popularity has peaked and the official Veganuary survey concluded that 12,800 people officially signed up for the month, with the UK having the second highest amount of participants. Google trends also show that there is a strong increase in the amount of people using search engines to look up the topic of veganism.

It’s common knowledge that there can be stigmatism attached to those who are vegan, as some claim they are attention seekers and idiotic. Daisy Post, a 22-year-old sales assistant at LUSH Cosmetics, has been a vegan for 6 months and believes “there really are no downsides to veganism”. 

 

Daisy explains: “I receive comments from people on a daily basis, either online or in person, and they are mostly negative.  

Usually

 

However due to the growing number of people choosing to dip their toe in the veganism pool, it seems the negative portrayal may have taken a turn. “I think a part of it is celebrity culture,” Daisy remarks. “Many celebrities are adopting a vegan diet for a variety of reasons, and people look up to celebrities and want to do as they do.”

 

 

 

 

 

Many celebrities endorse the diet, such as Coldplay frontman Chris Martin, Black Swan actress Natalie Portman, and even comedian Russell Brand who wrote in his memoir, My Booky Wook: “I shall have heroin, but I shan’t have a hamburger. What a sexy little paradox.”

 

National statistics on Obesity, Physical Activity and Diet published in 2015 found there was a marked increase in the proportion of adults who were obese. The study found figures rose from 13.2 per cent in 1993 to 26 per cent in 2013 for men, and from 16.4 per cmt tp 23.8 per cent for women.

 

Furthermore, on average only 25 per cent of men and women were consuming the recommended amount of five or more portions of fruit and vegetables. 

 

Veganism may be a lifestyle choice that encourages fruit and vegetable consumption and ultimately reduces health risks. This is reinforced by the official Veganuary survey, which states that 71 per cent of participants felt an improvement in their health.

Nutritional therapist Claire Stone thinks being a vegan helps you become more aware of foods, helping to reduce health risks. She says: “The opportunity to eat total rubbish if you are a vegan is very much reduced.” Stone continues: “You can't just grab a bar of chocolate at the petrol station, you can't accidentally eat a pudding because it sounds nice, and you aren't going to just stop for a latte and cake without planning ahead.”

“There are lots more reasons,” Clair continues. “Being vegan will inevitably mean you eat more vegetables - which means you'll be eating more fibre, which is good for loads of things. Not least the fibre should help balance your gut flora, which we are starting to understand can have a lot to do with weight management.”

 

 

 

 

 

But don’t worry folks, this doesn’t mean you have to miss out on those scrumptious double chocolate chip muffins. Many vegans opt for alternatives and there are companies that make vegan cheese, chocolate and other delights. New Zealand-born chef Stephanie Hinton, 32, who currently resides in Kent, earns a living from making alternative recipes for vegans. With a name that rolls off the tongue, alternative chef Steph isn't afraid to push the boat out with her imaginative recipes. 

“I have learnt that you can eat all the delicious food you always did in a ‘normal’omni diet without the negative side effects," Stephanie speculates. "All the while clearing your conscience providing your body with all the protein, vitamins and minerals it needs as well as helping to save the planet while you are at it!"

Wait a minute. Does this mean to say that not all vegans are hugely judgmental and think that people who like the taste of bacon are surely as evil as Darth Vader himself? [INSERT SARCASM]

Stephanie explains: “I spent 30 years eating and cooking a lot of said [animal] product. Just because my mind was open to the fact the meat, dairy and eggs are not only grotesquely cruel but also poisonous for our bodies, doesn't mean I stopped liking the taste.” Stephanie laughs: “I went vegan overnight and would never go back, but my habits and tastes will take a while to change!”

 

It might seem that a vegan diet can be quite bland without alternatives, but there are options that suggest this lifestyle can be just as flavoursome as it is beneficial. London’s Borough Market is full of fresh food stalls that offer a lot of variety; as a wholesale fruit and vegetable market

Borough Market representative, Eleanor Weehuizen, is proud of the quality British and International produce. “We celebrate the diversity of food that's honestly priced and carefully sourced,” she says. “You can still buy a bowl of fruit or veg for £1 and the beauty of shopping in places like Borough Market is that you have the option of buying the quantities you need, resulting in a more sustainable and economical shopping experience.”

It’s clear that veganism does wonders for your body and also the planet, not to mention it was the perfect excuse not to go to the gym during a bleak January. So do we think this trend is here to stay? 

 

Jimmy Pierce, spokesperson for The Vegan Society certainly hopes so. "More and more vegan options are showing up in cafés and restaurants, as chefs and owners of eateries tweak their menus to meet consumer demand.” He explains: “This is a growing trend, spreading from cities and into more rural areas. Availability of vegan food has never been wider, and we're hoping and expecting that to continue." 

 

The Vegan Society offers a one-month ‘Vegan Pledge’ where they send motivational emails, important information and delicious recipes. “We have over 1,000 people taking the Vegan Pledge every month and of those we surveyed, over 90 per cent said they were going to remain vegan, which is absolutely fantastic,” Jimmy says. “I'd encourage everyone to give it a go. It's never been easier to be vegan.”