Le Dry January: trend around non-alcoholic spirits

1. Trends in alcohol consumption in France

France remains among the countries with the highest alcohol consumption in the world, and ranks 6th among the countries of the European Union where the most alcohol is consumed daily, according to the latest Eurostat study. (1). However, the overall trend is downward in consumption , in particular due to the public policies implemented in recent decades (Evin law, road safety, etc.) From 26L in 1960, the average annual consumption per inhabitant has fallen to 10L in 2020 (2).

market without alcohol

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 M euros in value according to the latest ISWR study published in December 2022, an analysis which covers the 10 main markets worldwide, including France ( 4).
  • +8% is the average annual growth rate of 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 abstinent people among non-alcoholic spirits consumers (4). The vast majority of consumers continue to drink alcohol but alternate according to the times of consumption.
Why such an interest ?
A more socially responsible non-alcoholic (like in France the publication of books like those of Claire Touzard), an offer that has improved, much wider 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 special attention paid by manufacturers to sugar, a strong expectation from consumers.
3. JNPR, first French brand to have developed a range of non-alcoholic spirits

JNPR comes from the juniper berry in English ("juniper"), the main ingredient of the brand, which was replanted in Normandy

JNPR Spirits

4. DRY JANUARY: Time to take a break from drinking

Experiment launched by the University of Sussex on 3000 participants in England in 2013, consisting of not drinking alcohol for a month, after the end of year celebrations, and which meets more and more followers each year. Here is his observation on the benefits of stopping alcohol consumption:

  • 67% believe they have gained energy
  • 57% believe they have improved their concentration
  • 71% saw benefits on their sleep
  • 58% reported losing weight

(1) https://ec.europa.eu/eurostat/web/products-eurostat-news/-/EDN-20210806-1

(2) www.ofdt.fr

(3) https://www.bva-group.com/en/sondages/francais-defi-de-janvier/

(4) https://www.theiwsr.com/no-and-low-alcohol-in-key-global-markets-reaches-almost-us10-billion-in-value/

(5) University of Sussex, How 'Dry January' is the secret to better sleep, saving money and losing weight https://www.sussex.ac.uk/news/article/47131-how-dry-january-is- the-secret-to-better-sleep-saving-money-and-losing-weight

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