Dry Jan & Veganuary- market trends and insights

For many, the start to a new year is seen as an opportunity to reflect and set goals, challenges and objectives for the year ahead. Two of the most common challenges in January are ‘Dry Jan’ and ‘Veganuary’, where many dedicate the month to going alcohol or animal product-free. Although typically peaking in popularity at the start of the year, the demand for alcohol and vegan alternatives has significantly increased in recent years, with an extensive range of new brands and products emerging onto the market.

Research conducted by the International Wine and Spirits Record (IWSR), predicts a sales growth of over 31% for low and no-alcohol drinks by 2024. This is believed to have been accelerated by health concerns due to the pandemic and finance concerns as a result of the cost of living crisis, with 32% of UK adults found to reduce their alcohol intake in the last 12 months. According to Alcohol Change UK, after a month of no alcohol 70% of people sleep better, 86% save money and 65% notice improved general health, so it is no surprise that this trend is set to be a cultural shift. 

With the competition for alcohol alternatives high, what better way for a brand to resonate in consumers' minds than a memorable activation to connect and get products directly into their audiences hands. Planned and booked with us last year, Corona’s ‘Nature Exchange’ to promote ‘Corona Cero’ did just that.

To celebrate the launch of Corona’s new non-alcoholic, 100% natural beer ‘Corona Cero’, Bishops Square in Spitalfields was home to ‘The Nature Exchange’ experience in September last year, where people could disconnect from the hustle and bustle of the city and reconnect with nature. The consumer journey began within Old Spitalfields Market, where a vending machine followed by a nature trail led the public to the nature-themed activation. Upon arrival, consumers could swap their unnatural fizzy drinks for the brand’s new no alcohol alternative. Filled with plants, benches, and swings offering a photo opportunity, visitors could then enjoy their natural beverage and relax in the calm surroundings.

With just as impressive stats, consumer demand for meat-free alternatives is also on the rise. From vegetarians to flexitarians to fully committed vegans, 1 in 3 Brits have reduced or stopped their meat consumption already, with more than a quarter of all UK evening meals now either vegetarian or vegan according to The Goodness Project. Heavily endorsing the vegan diet, Soylent’s Vegan Statistics show Veganuary sign ups to have reached new highs in 2022, historically increasing each year.

Already worth over 500 million euros, the UK market for meat substitutes is the largest in Europe, and by 2020, every single one of the UK top supermarkets officially had their own vegan range. As the demand continues to surge, it is not just the F&B brands that are expanding and swiftly adapting, but cosmetics and toiletries also. To date, The Vegan Society has registered 63,000 products with the Vegan Trademark, with over 82% of registrations made in the last 5 years. Activations to promote these brands and products are thriving and we expect to see many more this year. Some of our favourites booked with us in recent years include: Jord Nordic Oat Drink, Moving Mountains Vegan Burgers and Lush Cosmetics.

To promote the product's recent launch in the UK, JORD Oat Drink set up at both Piccadilly Gardens in Manchester and Observation Point in London in July 2021. Originating from the Nordic regions, an outdoor art installation brought the ‘Great Oatdoors’ to Southbank, providing an ideal photo opportunity, as well as a coffee cart serving hot coffee, iced coffee, and smoothies for a taste of the new dairy-free drink. Branded coffee cups with a JORD product coupon were distributed to be redeemed in supermarkets.

Cooked up by a professional chef, Moving Mountains were giving away free vegan burgers from a branded food truck in August last year. Located on Queens Walk in Southbank, London, the brand raised awareness of their plant-based products and recent rebrand. The activation was a huge hit with Londoners.

Priding themselves on being an ethical and vegetarian company, Lush cosmetics have always been dedicated to being cruelty-free, with 95% of their all year round product range now vegan. In December last year, The Lush Lounge was located in The Atrium at Westfield London, offering visitors a break from their Christmas shopping. Welcomed to the sensory lounge by brand experts, shoppers could sit and relax, whilst experiencing unexpected acts of kindness.