‘Dry January’ puts focus on no and low alcohol in France’s On Premise

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CGA by NielsenIQ’s latest Consumer Pulse Report reveals health and wellbeing are key areas of focus for On Premise users at the moment. The December survey found nearly a quarter (23%) of consumers planned to stop drinking completely in January—rising to 31% of those aged 18 to 34. Another third (32%) of all consumers intended to reduce their alcohol consumption.  

Many of these people have been significantly reducing their visits to bars and restaurants. Well over half (57%) of consumers who are moderating their intake said they would go out less often than usual during Dry January, and 11% wouldn’t visit venues at all. Just 7% intended to go out more.  

However, ‘Dry January’ brings opportunities of turning people’s attention to alternatives to their usual alcoholic drinks. Two thirds (66%) consumers said they planned to drink more non-alcoholic options in January, while 16% intended to choose no or low alcohol variations of drinks like beer and cocktails.  

CGA’s research shows healthy eating and drinking will be a priority all year, and not just in January. Three quarters (75%) of consumers agree they will be prioritising health and wellbeing in 2024, rising to 87% of those in Generation Z. Well over half (58%) think they will regulate their alcohol consumption throughout 2024. 

Reduced consumption of alcohol may also be driven by the rising costs facing France’s consumers, which continues to put pressure on spending. A quarter (26%) of all consumers think they will visit venues less often in 2024 than they did in 2023—double the number (13%) who plan to go out more often. Numbers going out more are far higher in the 18 to 34 age group (48%) than in the 55+ category (17%).