New research from Vypr has found that most consumers are either drinking as normal or simply cutting back this January, in comparison to total abstinence. 

13% of consumers said they plan to complete Dry January, 35% said they would drink as normal and 23% said they would drink less. The remaining percentage were non-drinkers. 

Instead, Vypr explained, there is a general trend towards year-long moderation, rather than focusing it all into one month. 

According to the intelligence platform, these shifts are an opportunity for the functional drinks space, which can act as an alternative when consumers are switching between drinks. 

Vypr continued that a quarter of people said they plan to switch between alcoholic and low & no / functional drinks to reduce their ABV intake this year. 

The most recognised functional drinks among surveyed consumers included Trip, Dash, Tenzing, Three Spirit and Mother Root. 

Nonetheless, there are still barriers to the category, including trust and price. 32% of consumers said they are too expensive. Meanwhile, 21% said in the Vypr survey that they do not trust the health claims. 

Adam Simpson, drinks expert, at Vypr, said: “There are more and more functional drink products available and with key brands being readily on-shelf in supermarkets, this could be the year they go from niche to mainstream. 

“What brands need to do is create a clear drinking occasion which resonates with consumers and educate further on what the ingredients and benefits are.”