Dry January impact on sales

In recent years, alongside the traditional "Galette des Rois", a new event has taken place in January. It is the dry january, or January without alcohol. But are the French really into it? This is the question that NielsenIQ asked itself at the beginning of 2022. And the figures seem to confirm the trend. Indeed, according to the panelist, not only has the consumption of spirits decreased in January 2022 compared to the average of the last seven months (- 6%) but, even more blatantly, sales of non-alcoholic beers have literally exploded in supermarkets.

 

With 4.4 million liters of zero-alcohol beer sold, the increase amounts to + 87% compared to the average of the last seven months of January.

 

If we compare the sales volume with the same period in 2021, the increase is + 43%. However, behind this phenomenon, we find mainly young people under 35 years. According to NielsenIQ, the month of January 2022 saw 46,000 fewer households buying spirits and 21,000 fewer households buying beer. At the same time, more French people over 50 bought alcohol (+127,000 households on spirits and + 103,000 households on beer).