What are consumers giving up in January 2026 summary
- Dry January remains strong with 32 percent of UK adults participating
- Alcohol reduction is widespread with 71 percent of Europeans cutting intake
- Veganuary trend slows as fewer consumers prioritise meat reduction this year
- Plant-based dishes like falafel preferred over costly meat substitutes by many
- Coffee consumption may decline due to rising prices and caffeine health concerns
It’s that time of year again. After weeks of indulging during parties, family gatherings and late-night snacking on leftovers, many consumers are sick of the sight of food and drink and want to freshen up and feel healthy again.
January is a month of abstinence for many consumers, who give up foods such as meat and alcohol in an effort to get their health back on track. But as well as health, inflationary pressures and the rise of living costs are adding to the drivers of restraint this New Year.
What foods and drinks are consumers giving up in January?
Dry January
Alcohol is not as popular as it once was. Gen Z alcohol habits have even seen them dubbed as ‘the sober generation’.
So it’s no surprise that dry January, which involves giving up alcohol, is predicted to be as big as ever.
For example, in the UK, around 32% of people – nearly a third – are predicted to partake in the trend, according to the charity Alcohol Change UK. These consumers are primarily motivated by saving money, with health a close second.
Dry January is seeing success with a backdrop of a broader cultural shift away from alcohol around Europe. Data from analytics platform Circana earlier this year showed around 71% of consumers are reducing their alcohol intake.
The Veganuary trend
Along with dry January, Veganuary is one of the most prominent January trends. Veganuary is the name of the campaign in which consumers give up meat and other animal products in the New Year.
However, Veganuary trends have been evolving as of late. Last year, Veganuary was mainly driven by health, rather than concerns around animal welfare and sustainability. Fewer consumers were going explicitly vegan, instead eating more vegan food and cutting down on meat on a more casual basis.
Now, the trend may be declining. “Fewer people are reducing meat compared to last year, suggesting the Veganuary trend may be more subdued,” says Kiti Soininen, category director for UK food and drink research at consumer analytics company Mintel. “Many consumers report having too much to worry about to prioritise cutting meat.”
Among those who are making the change, a large proportion are not eating meat substitutes. Around 43% of consumers find traditional plant-based dishes, such as falafel, more appealing. Furthermore, financial concerns have prevented roughly 36% from buying substitutes.
Indeed, one of the major trends of 2025 was the move of the plant-based trend, even of some major plant-based meat companies, away from explicit substitutes and towards vegan food that stands on its own.
Some consumers may give up coffee
Alongside alcohol and meat, consumers could also give up coffee in the New Year.
“These are areas where moderation aligns with wellness goals – for coffee, a growing focus on caffeine intake makes this especially timely”, says Mintel’s Soininen.
It’s not just health, though, that may drive consumers to give up coffee. It’s cost. Coffee, much like chocolate and butter, has been hit with skyrocketing prices in recent years, and consumers have felt this in their wallets.
Cost-of-living’s impact on food choices is being felt across the board, even as consumer focus on health still predominates.
