Dry January and Veganuary 2025: Movements Redefining Responsible Consumption

In Brief 
Dry January and Veganuary are gaining momentum in France, particularly among younger generations, reflecting a shift toward more responsible consumption patterns. 
Key statistics underline this trend: according to the "French and Alcohol-Free" barometer (Freixenet Gratien/Ifop), 24% of French people are considering abstaining from alcohol in January 2025, with 25-34-year-olds leading the way at 37%. On the food front, a L214/YouGov survey highlights growing demand for plant-based options, with 54% of respondents calling for more vegetarian dishes and 220 companies participating in Veganuary 2025—a record for the initiative’s fifth edition. These figures, drawn from representative consumer panels, reflect a broader move toward ethical and sustainable choices after a festive season marked by indulgence. 

Key Takeaways
• 24% of French people plan to participate in Dry January, with a peak of 37% among 25-34-year-olds. 
• 55% of non-alcoholic wine consumers are aged 18-34. 
• 54% of respondents want more plant-based options in restaurants. 
• 220 companies are committed to Veganuary, setting a new milestone. 

Analysis and Insights 
A Youth-Led Movement: The 18-34 demographic, often seen as trendsetters, are the primary advocates of these initiatives. Their enthusiasm for alcohol-free and plant-based alternatives signals more than a shift in consumption—it reflects a rejection of traditional norms and a desire for meaningful lifestyle choices rooted in values. 
A Reinvention of Pleasure: Sobriety and plant-based diets, sometimes viewed as restrictive, are being reshaped by product innovation. Sophisticated mocktails, premium alcohol-free wines, and flavorful plant-based dishes are transforming these choices into indulgent and festive experiences. This paradigm shift shows that responsible consumption can go hand in hand with joy and conviviality. 
Brands as Catalysts: Companies like Starbucks, Sushi Daily, and Bio Burger actively supporting Veganuary demonstrate how corporate engagement helps normalize these practices. Their offerings no longer target a niche market but contribute to the mainstreaming of alternatives. However, this role demands continuous adaptation: local sourcing, purpose-driven storytelling, and employee training are now critical components. 
A Turning Point for Hospitality: Restaurateurs play a pivotal role in reshaping daily dining experiences. Dry January isn’t just about mocktails—it challenges venues to offer alcohol-free food pairings, rethink aperitifs, and enhance hospitality for abstinent patrons. Veganuary, meanwhile, invites chefs to showcase creativity while reducing reliance on animal proteins—addressing both economic and ecological concerns. 
Beyond January: These initiatives are more than a one-month trend; they act as catalysts for long-term change. Habits formed during Dry January and Veganuary often persist, influencing broader social and dietary practices well beyond January. 

Alice Polack