While consumers were optimistic about their Dry January plans in December, those plans quickly changed for some, according to the latest report from CGA, the on-premise arm of market research firm NIQ.
In CGA’s December survey, two-in-five consumers said they planned to take part in Dry January. However, when January finally hit, that number declined to about one-in-10 (29%), CGA reported.
The biggest change between December and January came from the youngest legal-drinking-age consumers (aged 21-34), with 34% planning to participate as of January, a decline of 18 percentage points versus December. The oldest demographic (55+) also saw a double-digit drop, from 30% to 18%, while the percentage of 35-54 year olds planning to participate declined from 48% to 39%.
Of the 34% who were still committed to their Dry January plans at the start of the month, 79% maintained their abstinence from alcohol through January 24, CGA reported. However, 13% said they plan to drink before the end of the month.
Still, the percentage of those who have stayed committed so far is above the same period in 2024, when 75% of consumers had maintained their abstinence.
Nearly half of surveyed consumers visited the on-premise for drink-led occasions in the past month, according to CGA’s January survey – up from 47% in December. More than three-quarters (77%) visited the on-premise for food-led occasions, up from 76% in December.
Looking ahead, 48% of consumers said they plan to visit the on-premise in the next month for a drink, while 76% plan to go out to eat.
Of those that visited in the last month, the majority (41%) said they visited once or twice a week, followed by once or twice a month (35%), three to five times a week (18%) and everyday or almost every day (6%).
Of the consumers who visited the on-premise in the last month, about two-fifths (41%) tried a new beverage. That percentage increases to 61% for 21-34 year olds and 53% for 35-54 year olds, and declines to 17% for 55+.
Cocktails were the most popular beverage, tried by 21% of consumers who opted for something new, followed by soft drinks (21%), coffee (19%), beer (17%), energy drinks (15%) and vodka (14%).
Holiday Preview: Super Bowl and Valentine’s Day
CGA also dove into expected consumer behavior in the on-premise for the Super Bowl and Valentine’s Day.
Super Bowl LIX will take place February 9 at the Caesars Superdome in New Orleans. One-quarter of consumers plan to visit the on-premise to watch the game, which increases to 34% for 21-34 year olds and 37% for 35-54 year olds.
Percentages are down from CGA’s 2024 survey, when nearly one-third of consumers (28%) said they planned to visit the on-premise, increasing to 42% when including only 21-34 year olds.
Of those planning to visit this year, 47% plan to go to sports bars, followed by neighborhood bars (28%) and hotel bars and restaurants (22%). Beer is expected to be the bev-alc of choice for 42% of consumers, followed by vodka (23%), whisky (22%), “shots” (20%), tequila (18%) and cocktails (17%).
More than two-thirds of consumers plan to participate in sports betting while watching the game in the on-premise, an increase of 10 percentage points versus January 2024.
Valentine’s Day (February 14) falls on a Friday this year. Two-fifths of consumers (40%) plan to visit the on-premise for the holiday, increasing to 53% for both 21-34 year olds and 35-54 year olds. About one-fifth of consumers aged 55+ (21%) plan to visit for the holiday.
Of the respondents who plan to go out for Valentine’s Day, 39% plan to visit fine dining restaurants, followed by casual dining chains (24%) and independent restaurants (21%). Beer is the top bev-alc choice (26%), followed by cocktails (24%), table wine (23%), sparkling wine or Champagne (20%), vodka (19%) and whiskey (18%).
In 2024, when Valentine’s Day fell on a Wednesday, 37% said they planned to visit the on-premise for the holiday. Table wine was the bev-alc of choice for 28% of respondents, followed by beer (25%), cocktails (24%), sparkling wine (23%), whiskey (19%) and vodka (19%).