Waitrose has reported increased sales of vegan food throughout January this year.
According to the UK retailer, sales increased by 13 percent, compared to last year.
The supermarket is one of a number of retailers and eateries which has seen a plant-based boom this year, with Veganuary - which had a record 400,000 sign-ups, being credited.
Among them was KFC, which sold more than 1,000,000 vegan burgers in January, Pizza Hut, which saw sales of vegan pizzas double during the month, and Quorn, which is now increasing its production capacity to meet the overwhelming demand.
'Exceeded our expectations'
Speaking about the success of the initiative, Veganuary’s Head of Communications Toni Vernelli said: "With the link between animal farming and the climate crisis making headlines nearly every day we expected Veganuary 2020 to be the biggest yet, but it exceeded all of our expectations.
"We applaud everyone who took part and encourage them to continue eating vegan food as often as possible.
"And we’re grateful to all of the businesses embracing Veganuary and making it easier for more people to eat more plant-based food more often. Together we are making an enormous difference for animals and the planet."