January is far more than the start of a new calendar year — it’s a unique month for consumer behaviour. The January Reset is the time in which we reassess priorities, set intentions and explore new routines.
After the high-spend, indulgence-heavy months of November and December, many of us shift focus to balance, wellness and lifestyle experimentation. For brands, this reset presents a clear opportunity to align messaging with evolving motivations and engagement patterns.
Consumers Seek Balance
The start of the year is marked by a desire to restore balance. Consumers increasingly invest in meal planning, digital detoxes and fitness routines, reflecting a conscious effort to offset holiday indulgences.
This period is a recurring behavioural window that brands can anticipate and align with. Messaging that resonates with consumers’ desire to reset — whether through supportive products, services or content — is more likely to engage and convert.
Veganuary and the Plant-Based Surge
Veganuary has become a defining early-year trend. In 2025, an estimated 25.8 million people worldwide participated, highlighting the growing influence of plant-based lifestyles. In the UK, research shows that 1 in 10 adults plan to take part in Veganuary in 2026.
For brands, these statistics point to a clear opportunity. Food and drink products that are vegan, plant-based or dairy-free can see increased trial, purchase and social engagement. Even non-food brands can leverage the plant-based movement through lifestyle partnerships or content that aligns with conscious living and health-focused behaviours.
Dry January: Shifting Alcohol Consumption and Lifestyle Choices
Dry January has become a significant early-year behaviour. According to Alcohol Change UK, over 15 million people in the UK planned an alcohol-free month in January 2025, motivated by the opportunity to improve their health, wellbeing and finances.
Research further shows that around 8 million people attempted a full 31 days off, while a further 8.8 million chose to cut down, highlighting that the New Year continues to be a key period for consumers to kick-start positive lifestyle changes.
For brands, Dry January is a clear signal of evolving consumption patterns. Alcohol-free and low-alcohol beverages have seen increasing trial and sales during this period, while related categories — functional drinks, wellness beverages and premium non-alcoholic options — also experience heightened interest.
Digital engagement around Dry January, from recipe searches to social media sharing, highlights opportunities for brands to create content, partnerships or campaigns that align with consumers’ desire to reset habits while still enjoying social and lifestyle experiences.
Wellness and Self-Care Drive Early-Year Engagement
Well-being dominates consumer priorities in January. From home workouts to mindfulness apps and subscription-based health services, people are exploring routines that enhance both physical and mental health. Early 2025 data showed a 6% increase in nutrition and fitness-related spending over the first six weeks of the year, demonstrating a shift toward lifestyle investment.
For marketers, this insight suggests campaigns and products that support habit formation or wellbeing adoption are more likely to resonate. Providing guidance, tools or experiences that make the transition into new routines easier can strengthen brand relevance and loyalty.
Balancing Health and Indulgence
Although wellness drives behaviour, indulgence is not abandoned entirely. Consumers are navigating a balance, opting for low-sugar snacks, functional beverages and plant-based alternatives alongside traditional comfort products.
Brands that frame offerings around achievable, balanced lifestyles — rather than restriction — can connect with consumers looking for enjoyment without compromising goals. Positioning products as enablers of both pleasure and wellness aligns perfectly with the January reset mindset.
Micro-Moments and Digital Engagement
Digital behaviours reflect the broader January trends. Social media engagement around “New Year, New Me” surges, with consumers documenting fitness journeys, recipe experiments and wellness habits. These micro-moments — small, actionable decision points — indicate early adoption of behaviours that can influence longer-term routines.
Brands that identify these touchpoints and deliver timely, relevant content can increase meaningful engagement. Whether through influencer collaborations, social content or digital experiences, understanding these micro-moments allows brands to intersect with consumer behaviour at the right time.
Implications for Brands
January is a strategic moment of openness to change. Consumers are actively exploring new routines, prioritising wellbeing and making purchasing decisions that align with lifestyle goals. For brands, this means planning campaigns that are insight-driven, relevant and supportive of early-year resolutions.
By integrating insights around plant-based trends, balanced indulgence, wellness investment and digital micro-moments, brands can craft messaging that resonates with both intention and behaviour. Early-year engagement not only captures immediate attention but also sets the tone for consumer perception and loyalty throughout 2026.
Want to read more about consumer behaviour? Read our blog on What Waitrose’s 2025 Food & Drink Report Tells Us — And What It Means For The Year Ahead.
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Sources
https://veganuary.com/veganuary-2025/
https://www.thevillagepractice.org/2025/12/10/dry-january-2026/
