As Dry January approaches, Psychologies magazine dedicates a full page to the rise of the non-alcoholic category in its feature “Non-Alcoholic: Anatomy of a Long-Term Trend.” The article draws in particular on the exclusive study conducted by the Chavin Observatory in partnership with CSA, highlighting the profound evolution of alcohol consumption habits in France.
According to the study’s findings,
44% of French consumers plan to take part in Dry January 2026, while 21% already participated in 2025.
These figures clearly point to a structural shift in consumer behavior, far beyond a seasonal or temporary movement. Non-alcoholic beverages are now firmly embedded in contemporary consumption patterns, driven by growing expectations around wellness, moderation and mindful drinking.
Our sincere thanks go to Charline Delafonta and Psychologies magazine for this publication, which sheds light on a major lifestyle trend and confirms the long-term positioning of non-alcoholic beverages in today’s consumer landscape.