Veganuary and Dry January: are they still Sizzling or Losing Their Media Fizz?
“After a period of media fatigue, both Dry January and Veganuary have seen renewed interest from journalists in 2025”, according to our Managing Partner, Clare Sutton. As one of our leading Food and beverage experts at the agency, Clare has shared her insight post-January into the two topics that have had varying levels of popularity within the media landscape in recent years.
“At Clarion, we’ve certainly noticed a refreshed attitude from the media around Dry January this year," says Sutton. "For one of our clients, we secured over 100 more pieces of coverage for their Dry January range compared to 2024. This coverage has directly impacted sales too, with a +190% year-on-year uplift.”
Sutton attributes this success to a shift in how brands are targeting consumers. “We’re seeing a fundamental change in focus—not just on Gen Z, but across a broader demographic. Millennials, for example, make up 45% of the ‘substituter’ audience, those who switch between full-strength and alcohol-free depending on the occasion. For those who may still hold outdated perceptions of low and no-alcohol drinks, Dry January presents the perfect moment to change their minds.”
In contrast, Veganuary appears to be losing its media traction. Sutton notes a decline in coverage from major publications. “In 2024, supermarket Veganuary products were featured in titles like the Daily Star, Evening Standard, and Daily Mail. This year, none of them repeated that coverage.”
Clare suggests that Veganuary may have become a victim of its own success. “With vegan food now a staple in supermarkets and on restaurant menus, it’s no longer a novelty. Consumers expect new vegan products, but they don’t generate the same buzz they once did.”
However, all is not lost for plant-based brands. “While traditional media interest is waning, influencer engagement remains strong. Our influencer campaigns - both paid and earned, are performing as well, if not better, than in previous years. For brands looking to make the most of Veganuary, the opportunity lies in the social space rather than in mainstream media.”
Needless to say, for lasting success, brands need a long-term communications strategy. Want to see how Clarion's consumer and B2b insight-led "Clever Works" approach delivers proven results for clients like Aldi, Border Biscuits, Bread & Butter wines, and Unilever to name but a few? Or perhaps you have a project in mind? Get in touch: [email protected]
For more insight into some of the latest food and drink trends, check out our latest ‘food for thought’ and ‘glass half full’ reports.