This close-up look at consumer preferences and behaviours around the Dry January trend confirms a growing appeal and acceptance of no alcohol options among consumers and a signals lasting shift in the hospitality landscape.
Of consumers surveyed in December 2023 about their plans to participate in Dry January, just under half said yes, while just over half said no. But the reality painted a different picture. Of those who committed to Dry January, only 13% remained ‘dry’ by the end of the month, accompanied by a significant 72% dropout rate.
The new Pulse Report showcases the direct influence of such initiatives on consumer behaviour, with over half of consumers planning to drink alcohol again while moderating their intake after January. Over a third plan to abstain for the foreseeable future, while just 11% plan to go back to their normal alcohol consumption.
Traditional no-alcohol drinks were the most popular options for consumers cutting out or reducing their alcohol intake in January. Other categories benefited during Dry January as consumers drank water (45%) and soft drinks (34%) more than usual. But, what about the no alcohol alternatives making abstention and reduction of intake a more sophisticated proposition?
Mocktails emerged as the preferred choice, with a quarter of consumers drinking them the same amount as usual during Dry January, and a further quarter trying them for the first time during the month. No alcohol beer, no alcohol spirits and no alcohol wine shared similar approval rates.
These adaptations underscore the growing importance of offering diverse no alcohol drinks selections in venues to supply to evolving consumer preferences. It’s a pivotal opportunity for brands, suppliers and operators to innovate and meet consumer demands, marking a shift towards inclusivity and choice within the German On Premise.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “The data illustrates a year-round interest that goes beyond a month-long initiative. It’s imperative for drinks brands, suppliers, and venue operators to deeply comprehend and adapt to these changing appetites. Prioritising and enhancing the selection of no alcohol options can attract a broader audience, while also reinforcing the social allure of On Premise experiences amongst no and low alcoholic drinkers.”
You can download the full Germany On Premise Consumer Pulse Report for free here.
The On Premise Consumer Pulse Report provides a ‘temperature check’ of the channel and the consumers who visit bars and restaurants across all regions of Germany, looking into their On Premise behaviour over the past month and testing visit intention for the month ahead.
To learn more about CGA by NIQ’s unrivalled suite of services in Germany and how it can help your business, please email bilal.kaddouri@nielseniq.com.
