Changes for Dry Jan?

Dry Jan might be changing.

New data reported by The Grocer shows functional soft drinks outperforming low & no alcohol during the key January trading window.

📈 Functional soft drinks: +28.5% to £11.3m
📉 Low & no alcohol: –8.6% to £85.1m

One standout was Trip, with sales up 61% to £4.3m, outselling some major alcohol-free beer brands during the period.

For years, moderation has largely meant replicating alcohol: alcohol-free beer, wine and spirits.

But this data suggests a shift.

Consumers want an alternative that gives them something back, whether increased energy, improved focus or even to help them relax.

Function is starting to compete with imitation.

Low & no alcohol is still a huge category, but functional drinks are clearly becoming part of the “alcohol alternative” conversation.

Interested to hear what others are seeing in retail and hospitality. Are functional drinks now competing directly with low & no?