This month has seen a decline in spending on alcohol as consumers partake in Dry January, according to the latest supermarket report from Kantar.

Compared to December 2023, spending on alcohol fell by around 50% this January as many consumers looked to moderate their intake. 

On the flip side, consumption of low/no drinks saw a slight increase compared to last month, with low/no alternatives making up 6% of all beer packs purchased in January compared to 4% in December. 

Fraser McKevitt, head of retail and consumer insight at Kantar, said that while “health always comes to the fore as a priority for consumers in January,” this year hasn’t seen as “as big a spike in health-related categories [such as low/no drinks] as we have done in previous years.”

McKevitt attributed this to an overall increase in purchasing of these categories all year round, saying: “People are now buying more of the typical January ‘health kick’ items throughout the year.”

Elsewhere in the Kantar report, researchers noted a slight decrease in grocery price inflation across UK supermarkets from 6.9% in December to 6.8% in January. McKevitt said that inflation hasn’t fallen as quickly as it did between November and December as “retailers have taken their foot off the promotions gas slightly,” following the Christmas period. 

Looking ahead to February, McKevitt predicts that Valentine’s Day could see more consumers opt for “low-key celebrations” at home to manage the ongoing pressures of inflation and the cost of living crisis.