One in two people could turn vegan in 2020, citing environment and health as their main factors for a lifestyle change.
This year's "Veganuary" is the seventh campaign to be held, and the numbers signing up to try a plant-based diet are growing.
Research from the Co-op's Ethical Consumerism report has revealed that despite many people wanting to make a lifestyle change around veganism, 14% think it requires a lot more effort to make vegan meals from scratch.
11% think their local restaurants and shops (13%) don't provide enough choice for vegans.
Across the West Midlands, research found:
48% of Brits could turn vegan
77% have at least one meat-free day a week
21% will be cutting down on meat this year
11% will cut down on dairy this year
48% of people surveyed said they could be inspired to become vegan
Dominika Piasecka from The Vegan Society told ITV News Central what people trying Veganuary need to look out for - and what they need to avoid - watch her interview on our YouTube channel from the link above.
Need more inspiration ? Check out the new ITV show "Living on the Veg", on Sunday mornings