Le Dry January: trend around non-alcoholic spirits

1. Trends around alcohol consumption in France

France remains among the countries with the largest consumers of alcohol in the world, and ranks 6th among the countries in the European Union where the most alcohol is consumed daily, according to the latest Eurostat study. (1). The overall trend, however, is towards a decline in consumption , particularly due to public policies put in place over the last decades (Evin law, road safety, etc.). From 26L in 1960, average annual consumption per capita has fallen to 10L in 2020 (2).

2. The “no-low” market in figures

• In 2022, according to a BVA survey, 35% of French people had expressed the intention of participating in Dry January (3).
• The "no and low" segment has exceeded forecasts, and has already reached 10 million euros in value according to the latest ISWR study published in December 2022, an analysis which covers the 10 main markets globally including France ( 4).
• +8% is the average annual growth rate for this segment estimated for the period 2021/2025, while for classic spirits the rate is estimated at +0.7% (4).
• 14% : this is the rate of abstainers among consumers of non-alcoholic spirits (4). The vast majority of consumers continue to drink alcohol but alternate depending on the times of consumption.

Why such an interest ?

A more socially accepted alcohol-free environment (like in France the publication of works like those of Claire Touzard), an offer that has improved, much broader and qualitative, with entirely alcohol-free cellars being created (one in Paris, “Le Paon qui Boit”, and one in Nantes from the start of the 2023 school year and particular attention paid by manufacturers regarding sugar, a strong expectation from consumers.