With more people than ever trying Dry January this year, record sales of no and low alcohol already being reported, and the emergence of a new generation that’s shunning the pub, are we seeing a gradual shift towards a booze-free future?

It’s not unusual for January to be a time of abstinence. Fresh starts and a ‘New Year, New You’ attitude always see a collective detox. But with the pandemic precipitating a new wave of health-consciousness, will this year’s dry Jan be more long-term than usual? With record numbers of people turning to no and low alcohol alternatives over the last 18 months (the category saw a 32.5% uplift in early 2020 [Nielsen]), and a new generation of consumers that drink less than any that went before them (only 15% of Gen Z drink weekly, compared to 36% of boomers [Lombardo]), are we beginning to see a major shift in behaviours around drinking?

We asked our global insights community about their changing attitudes and behaviours towards alcohol, the impact of the pandemic on their approaches to health and whether or not they’ll be doing dry January this year. This is what they had to say…

To drink or not to drink…. That is the question

With Covid-19 triggering a new urgency around health-conscious consumption, exactly half of our community have committed to Dry January this month. Their reasons? 70% wanted to take better care of their bodies, 30% wanted to save money and 38% attributed their decision partly to the pandemic, saying coronavirus affected their choice to attempt an alcohol-free month. Anecdotally, we’re seeing a rise in a ‘It’s lockdown… I can’t go out anyway. I may as well use this time to not drink’ attitude, combined with the virus increasing a focus on health. 

“I find Dry Jan really great for my body and my mind"

Bulbshare user, Male, 23, 🇬🇧

"I find it to be a good option. It’s overdue as we all drink far too much anyway"

Bulbshare user, Female, 50 🇬🇧

Putting the lid on the bottle?
With only 25% of our global community having tried Dry Jan before, and 50% doing it this year, we can see a big rise in those wanting to get healthy and ditch the drink. In addition to the half of our audience who are going dry this month, 30% said they knew someone else attempting a sober January. Anecdotal responses also reported an increase in those extending their period of abstinence into February too – with frequent mentions of ‘carrying it on as long as they can’. 

"I find Dry January to be very interesting, fun and challenging"

Bulbshare user, male, 25 🇦🇺

"I’m more inclined to drink non alcoholic drinks 99% of the time, even after dry Jan"

Bulbshare user, female, 19 🇬🇧

Locking down the alcohol cabinet?
Quarantine also contributed to the community’s decisions regarding Dry January and a move towards no-low options. With the closure of pubs and bars, our community saw this month as the perfect time to give sobriety a go! 44% said the pandemic affected their decision to do dry Jan.

“Not drinking is easier this year as pubs are not open"

Bulbshare user, Male, 32 🇬🇧

"The pandemic has made me more health-conscious"

Bulbshare user, Male, 44🇬🇧

“We are spending so much time at home currently that it’s the perfect place to start. When we do get more social (eventually!) it would be nice to have an alternative to a full-alcohol drink"

Bulbshare user, Male, 42 🇨🇦

No-low rising… Last orders for full alcohol drinks?
Our community is excited about this sober revolution – and a future filled with more and better no and low alcohol options. 40% of our global community stated they were more inclined to try low-alcohol drinks this year as opposed to other years, and half said they would drink them at home, in a bar, or with a meal out.

"I think they are a great way to maintain low alcohol intake whilst still enjoying it"

Bulbshare user, Female, 75 🇬🇧

"I enjoy the lighter taste"

Bulbshare user, Female, 61 🇨🇦

"I think they have a good taste and are much better for your health"

Bulbshare user, Female, 30 🇬🇧

The everywhere drink…
When asked where they would consider drinking low-alcohol alternatives, our community responded that they would drink them anywhere and everywhere. Be it the pub after work, a business lunch or a child’s party, the benefits of not drinking beverages with high alcohol content were evident. With the inconvenience of tipsiness removed but the full flavour retained, people were keen to drink these options at any occasion.

"I would drink a low or no alcohol beer if I was out somewhere but had to drive or had a long journey home the next day, but still wanted the taste and feeling I get when drinking beer."

Bulbshare user, Female, 53 🇬🇧

"I would drink low alcohol drinks when entertaining friends and family at home. I particularly enjoy low alcohol mojitos in the spring/summer. I would also drink low alcohol drinks at a restaurant for a nice dinner out with my husband and friends."

Bulbshare user, Female, 41 🇨🇦

"I would definitely drink them at a baby shower, events involving kids or a business lunch / event"

Bulbshare user, Female, 37 🇺🇸

But it’s not just alcohol people are consuming less of…
Food was also a big topic for our Bulbsharers, with 89% claiming they want to eat more healthily this year, 72% aiming to cut down sugar intake and 83% intending to eat less processed food.

"I am trying to be more healthy in terms of eating, reducing alcohol, walking, meditating and finding new hobbies"

Bulbshare user, Female, 29 🇺🇸

Mind, body and soul…
With many people claiming that limiting alcohol was an important step towards better mental health, we also observed an increased determination around self-improvement and self-care. When 62% of people struggled with their mental wellbeing in 2020, the resolve to have a happier year was palpable. 83% of audiences intended to use mindfulness apps, 56% of people hoped to speak to a professional about their mental health and 83% wanted to institute better routines for exercise and sleep.

"I am coping and trying to stay positive by finding ways of engaging myself in activities that I find enjoyable, maybe by just walking in the park, visiting the mountains and admiring the general beauty of nature"

Bulbshare user, Male, 37 🇨🇦

"I am doing my best to avoid negative thoughts. I listen to happy and energetic music, sometimes I meditate and do yoga. I also watch a lot of motivational videos"

Bulbshare user, Female, 19 🇬🇧

"'What doesn't kill you, makes you stronger'. I believe we all are going to have a stronger, better year in 2021, taking into consideration the fact that everyone was forced to spend most of the time at home and weren't able to enjoy life the way we used to. This next year will be a better year for happiness."

Bulbshare user, Male, 46 🇨🇦

2021: Health is wealth
With a noticeable trend of saving money and looking after one’s physical and mental health, the crucial brand takeaway is that this will be a year of sensible decisions, cautious spending and health consciousness. Our customer polls informed us that 50% of people want to save more money than last year, 33% want to get out on more walks and 89% want to make more home-cooked meals – on top of a big drive toward drinking less. 

"Last year was a big missed opportunity when it came to saving. So this year I need to save more"

Bulbshare user, Male, 27 🇺🇸

"2020 has shown the importance of saving as much as possible. You don't know what's around the corner"

Bulbshare user, Male, 35 🇺🇸

woman drinking water

Brand tool-kit:

  1. Healthy, happy, positive branding. Repurpose your branding and product towards this collective vision of a year of mental and physical wellbeing. Can your brand mission promote this better future of healthy bank accounts, minds and bodies?
  2. Show your caring side. With so many of our community members reporting an increased interest in self-care, your brand voice can tap into this need for compassion.
  3. Sobriety rising. Our customer surveys showed that no-alcohol drinks are on the rise. So, with these insights in mind, promote low-alcohol and healthier options where you can. Your audience has never been so receptive.
  4. A year of austerity. With so many in our community telling us they are looking to budget and cut back this year, and with one of the few reservations around low and no-alcohol options being the cost, brands should be promoting value, low-cost and budgeting options for what is set to be a tough financial year for many.

To find out how Bulbshare could benefit your organisation, please contact Michael Wylie-Harris on [email protected]

Nina Glynn

Author Nina Glynn

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Join the discussion 4 Comments

  • Paola says:

    El 2020 nos vino a cambiar la vida,hábitos de consumo y manera de pensar y de reflexionar aserca del cuidado con muestro cuerpo y nuestra alimentación. Este año que paso sera muy difícil de olvidar ya que despues de a ver experimentado esta crisis mundial aprendimos muchas cosas entre ellas a respetar y valorar mas a nuestras familias y a cuidar nuestra salud.

  • WWW.XMC.PL says:

    We find it to be something that really has no relevance to the current topic at hand. It can be entertaining to permit these kinds of things to happen alas they do anyway and without any consent but what can you do.

  • WWW.XMC.PL says:

    There are some attention-grabbing time limits in this article but I dont know if I see all of them middle to heart. There is some validity however I’ll take hold opinion till I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as nicely

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