What are shoppers giving up in January 2026 abstract
- Dry January stays sturdy with 32 % of UK adults taking part
- Alcohol discount is widespread with 71 % of Europeans chopping consumption
- Veganuary development slows as fewer shoppers prioritise meat discount this 12 months
- Plant-based dishes like falafel most well-liked over expensive meat substitutes by many
- Espresso consumption might decline as a consequence of rising costs and caffeine well being issues
It’s that point of 12 months once more. After weeks of indulging throughout events, household gatherings and late-night snacking on leftovers, many shoppers are sick of the sight of foods and drinks and need to clean up and really feel wholesome once more.
January is a month of abstinence for a lot of shoppers, who surrender meals equivalent to meat and alcohol in an effort to get their well being again on observe. However in addition to well being, inflationary pressures and the rise of residing prices are including to the drivers of restraint this New 12 months.
What meals and drinks are shoppers giving up in January?
Dry January
Alcohol will not be as fashionable because it as soon as was. Gen Z alcohol habits have even seen them dubbed as ‘the sober era’.
So it’s no shock that dry January, which entails giving up alcohol, is predicted to be as massive as ever.
For instance, within the UK, round 32% of individuals – almost a 3rd – are predicted to partake within the development, in keeping with the charity Alcohol Change UK. These shoppers are primarily motivated by saving cash, with well being a detailed second.
Dry January is seeing success with a backdrop of a broader cultural shift away from alcohol round Europe. Information from analytics platform Circana earlier this 12 months confirmed round 71% of shoppers are decreasing their alcohol consumption.
The Veganuary development
Together with dry January, Veganuary is without doubt one of the most distinguished January traits. Veganuary is the title of the marketing campaign through which shoppers surrender meat and different animal merchandise within the New 12 months.
Nonetheless, Veganuary traits have been evolving as of late. Final 12 months, Veganuary was primarily pushed by well being, reasonably than issues round animal welfare and sustainability. Fewer shoppers have been going explicitly vegan, as an alternative consuming extra vegan meals and chopping down on meat on a extra informal foundation.
Now, the development could also be declining. “Fewer individuals are decreasing meat in comparison with final 12 months, suggesting the Veganuary development could also be extra subdued,” says Kiti Soininen, class director for UK foods and drinks analysis at client analytics firm Mintel. “Many shoppers report having an excessive amount of to fret about to prioritise chopping meat.”
Amongst those that are making the change, a big proportion usually are not consuming meat substitutes. Round 43% of shoppers discover conventional plant-based dishes, equivalent to falafel, extra interesting. Moreover, monetary issues have prevented roughly 36% from shopping for substitutes.
Certainly, one of many main traits of 2025 was the transfer of the plant-based development, even of some main plant-based meat firms, away from specific substitutes and in the direction of vegan meals that stands by itself.
Some shoppers might surrender espresso
Alongside alcohol and meat, shoppers might additionally surrender espresso within the New 12 months.
“These are areas the place moderation aligns with wellness targets – for espresso, a rising give attention to caffeine consumption makes this particularly well timed”, says Mintel’s Soininen.
It’s not simply well being, although, that will drive shoppers to surrender espresso. It’s price. Espresso, very like chocolate and butter, has been hit with skyrocketing costs lately, and shoppers have felt this of their wallets.
Price-of-living’s impression on meals decisions is being felt throughout the board, at the same time as client give attention to well being nonetheless predominates.
