After over indulging during the holidays, many people concentrate on health and wellness in the new year. Whilst some practice Dry January and give up drinking for the month, there is a growing trend of more people who are drinking less as a permanent option, or have given up drinking altogether. This is backed up by data from NeilsenIQ who show that sales of nonalcoholic beverages grew more than 30% last year.
Younger people are leading the nonalcoholic and low-alcohol trend. This market had been growing over the last decade but it really has exploded during the pandemic. With household names like Heineken and Peroni, not to mention the smaller-sized business challenging them with great-tasting products like Lucky Saint and Nirvana Brewery, it's therefore, no surprise that spirits and hard beverage companies are rushing to get a slice of the action, from new releases to timely promotions. A lot of companies have even been collaborating with one another for Dry January my favorite being Double Dutch Drinks (my favorite tonic) and Caleno Drinks both of whom are taking their categories by storm.
I myself have made a conscious effort to watch what I'm putting in my body this year and have certainly eased up on the drinking (until it gets to the weekend!) But with restrictions easing, will people go back to their old ways!? I'm sure that some will, but it's clear that the no & low category is here to stay. We're seeing huge growth in the businesses operating in this sector, having worked with a number of them over the past 18 months and there are plenty of opportunities for candidates looking to explore this category. If it's a space that excites you, get in touch.
It’s no longer just “dry January” – sales of nonalcoholic beverages skyrocket
Read the original article here