As consumers across the world consider ways in which they might improve their health and wellbeing, we explore whether temporary tee-totalism is in or out for 2024.
For those whom December is a time of unbridled indulgence, January has become a bit of a month of atonement for past choices. The Dry January movement is the perfect embodiment of this sentiment, hence its rapid growth and normalisation in the mindset of the consumer.
Originating as a health campaign in the UK, Dry January gained momentum globally as people embraced the concept of a sober start to the year. The motivations were clear: to reset drinking habits, reap the health benefits, save money, and perhaps even test one's willpower. Yet, the trend's sustainability and current status raise intriguing points.
At its peak, social media buzzed with support for Dry January, with hashtags and challenges encouraging participation and sharing experiences. It was a prominent topic in lifestyle magazines, wellness blogs, and conversations among friends. But has this enthusiasm waned?
In the US, it’s estimated that up to 20% of adults will be avoiding alcohol entirely this month. While in the UK, more people that ever have pledged to participate in the Dry January campaign.
So, has the bubble burst? Are consumers over the ‘all or nothing’ swing between this feast or famine relationship with alcohol?
What started as a temporary lifestyle change just over 10 years ago, has arguably morphed into a permanent change when it comes to consumers’ relationships with the hard stuff. Prolonged periods of alcohol avoidance have been sufficient cause for people to reconsider what constituted a positive drinking experience.
This shift in perspective created an exciting, and not all that common, opportunity in the beverage industry where brands could capitalise on this change in behaviour. People were drinking less alcohol, but they didn’t want to drink everyday high sugar carbonated soft drinks instead. They still wanted a premium, exciting, and enjoyable drinking experience – one that delivered on taste and complexity, without being full of sugar or leaving them with a headache.
And just like that, the ‘low and no’ category was born and quickly became one of the fastest growing beverage segments, where innovation and cross-category diversification have been rife. The low/no alcohol category is forecast to grow at a volume CAGR of +6% between 2023 and 2027 (IWSR Dec 2023).
The segment’s sustained growth strongly illustrates the normalisation of alcohol avoidance as consumers continue to actively seek experiential and healthier alternatives all year long – not just after Christmas. This is particularly true with younger consumer groups, with Millennials and Gen Z leading the charge when it comes to favouring an alcohol-free way of life.
The Dry January movement can also be credited as the precursor to the rise of alternative challenges, with ‘Veganuary’, a month of vegan eating, and ‘Januhairy’, a month of embracing one’s body hair, gaining considerable traction.
In summary, while Dry January will continue to draw attention, it seems that when you look at the bigger picture, longer-term alcohol moderation or even avoidance is here to stay.
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