Our bees have spoken, ‘Dryuary’ is growing. Our dashboard has detected that while the majority of UK consumers are repeat engagers with the challenge, 1 in 4 completed it for the first time this year. But why go dry? Consumers wanted to improve their health, to detox after the holidays and to support their loved ones by reducing temptations. Only 13% chose to go dry to save money.
Is this dry spell going to stick? Well, a striking 58% claim they will now consume less alcohol than they did before Dry January 🐝🍷
Consumers found Dry Jan ‘soda-lightful’ 😁
Overall, 70% of the consumers we spoke to said they saw positive changes to their mental wellbeing during Dry January. More specifically, 1 in 2 noticed they had more energy and 1 in 4 experienced improved cognition.
What about the mental strain of temptation? Well, actually, only 8% of these consumers developed cravings. Ultimately, the improvements they saw in mood, cognition and energy was enough to push them through and 54% said felt really proud of their accomplishment.
Did consumers experience any ‘fizz-ical’ benefits? 🤸
The physical improvements consumers felt during Dry Jan could be likened to finding a tenner in your old coat - unexpected, but not life-changing. In fact, 1 in 10 said they didn’t experience any physical benefits as a result of cutting out alcohol. However, among those who did report physical benefits, the top changes included weight loss (29%), better sleep (15%) and improved skin (10%)
So, what does this mean for brands?
What low/no drinks did consumers ‘double’ down on in January? Well, a notable proportion opted for carbonated drinks (43%) as a replacement for alcohol, followed by plain water (32%) and juice-based drinks (27%) 🧃
45% of consumers proactively tried alcohol-free beverages, like no-alcohol beers and no-alcohol seltzers, 55% didn't and they instead opted for traditional soft drinks. This indicates that there’s a large pool of untapped consumers for the low/no alcohol sector.
How can brands ‘tap’ into this more traditional consumer segment? 🍻
75% of those who tried alcohol-free alternatives claimed their experience of consuming the beverage was similar to the experience they would have had drinking alcohol (without the hangovers of course). As a result, 85% would consider continuing to drink no-alcohol alternatives moving forward. This suggests that the main job to be done for alcohol-free brands is to encourage consumers who have not yet tried alcohol-free alternatives to sample the product. Once this initial barrier to purchase is breached and consumers realise that their experience won’t be compromised, they’re likely to be repeat purchasers.
How can brands convince this consumer segment to ‘mix’ things up?
1. Offer sampling and educational events to promote responsible consumption
Who doesn't love a ‘frample’? According to the 'Journal of Consumer Research', sampling events in bars and supermarkets found that consumers who participated in educational sessions on responsible drinking were significantly more likely to choose low or no-alcohol alternatives during subsequent purchases.
2. Brands should focus on what they are, instead of what they’re not
Ditch the "lite" and embrace the "bright". Instead of focusing on what they’re not (alcohol), low/no brands should tell the world what they are. There should be a focus on developing a clear brand identity around flavour and experience. Given that this large segment of consumers aren’t proactively looking for no-alcohol alternatives, shouting about the fact these products are no-alcohol is less likely to grab their attention. Instead, low/no brands should capture their interest through compelling flavours and memorable drinking moments.
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