Dry January and Veganuary Drive Significant Drop in Alcohol, Meat, and Sweet Sales

German retail data reveals sharp declines in January 2024 consumption as health-conscious trends gain momentum.

Retail scanner data shows alcohol sales in January 2024 were nearly 50% lower than in December 2023, with meat sales down by almost 30%.
Sales of sweets saw the steepest decline, falling nearly 60% in January compared to the previous month.
Compared to the 2023 annual average, January 2024 sales of alcohol, meat, and sweets were down 32%, 12.5%, and 42.5%, respectively.
The trends are attributed to popular initiatives like Dry January and Veganuary, as well as reduced festive occasions and leftover holiday stock.
This January consumption pattern, observed in previous years, has intensified, reflecting growing interest in health and sustainability goals.