• Covico

An Opportunistic Dry January 2023 – The Chance for Lasting, Non-Alcoholic Beverage Innovations

The term “Dry January” signifies dedicating the first month of the new year to little or no alcohol consumption. Dry January is on the rise, as an increasing number of people across the globe have begun to participate in this trend over the last few years. In 2022, the number of participants rose to over a quarter (27%) of millennials, a generational difference that is more pronounced compared to last year, when 16% of millennials participated. As a result, a new door is opening for beverage brands to jump on this bandwagon and start getting creative. It is a time to capitalize on non-alcoholic beverages and the production of new and appealing drinks that will attract this group of consumers beyond just the month of January. Here is a breakdown of the takeaways from Dry January 2022, and the opportunities on the horizon for non-alcoholic beverage brands during Dry January 2023.


What Did We Learn From Dry January 2022?


Looking back on this year's participation in Dry January, it was a favorable trend that had a larger group of participants than the year prior. Part of the reason behind why this trend is growing is due to the rise of the wellness culture. More and more people are starting to pay closer attention to their well-being, as it was found that 93% of American consumers want to eat healthy at least some of the time and are beginning to take the precautionary steps that lead to a healthier lifestyle; hence the increased popularity of Dry January.


This last year showed optimistic growth according to data recorded on participants. A poll conducted on Dry January showed that 13% of American respondents were participating, up from 11% in previous years. With a 2% increase from the year prior, it is expected that this trend will continue and 2023 will produce even greater numbers than 2022.


Why is this relevant? Businesses that are in the beverage industry should be jumping on this chance to advance themselves based on the substantial growth in revenue numbers already. The non-alcoholic beverage market amounted to more than $414 million and is expected to grow annually by about 5% through 2026. This great opportunity is on the table and is entirely up for grabs!


Mocktails, zero-proof cocktails, are a great alternative to alcoholic beverages

Dry January 2023 Opens Doors for Beverage Brands to Innovate


The greater the number of Dry January participants, the higher the demand for different and satisfying non-alcoholic beverages. Given the recent growth in participants, there is no better time for companies to capitalize on the months leading up to the next Dry January. There is massive potential in the creation of both new drinks and the expansions of beverages already in the market.


Beverage companies can use this opportunity to their advantage and start getting creative with drinks that satisfy those who are in the pursuit of a healthier lifestyle and are looking for alcohol alternatives. Brands can target this consumer segment by introducing a non-alcoholic version of an originally alcoholic beverage that consumers are already familiar with. This idea is appealing to the crowd as the flavor resembles that familiar social feeling from a known alcoholic beverage, but the lack of alcohol benefits the health and wellness of the consumer. Brands can also take this a step further and expand into a new segment with the creation of an entirely new non-alcoholic beverage. Both routes are promising and can offer real success as the world continues to transition to healthier consumption decisions.


As brands begin to build into this trend and generate new ideas, they shouldn’t limit themselves to a one-month time frame. Although Dry January is the initiation of the non-alcoholic movement, non-alcoholic beverages should be designed to cater to everyone in every season. This will allow for the product life of these anticipated innovations to serve consumers beyond their dry month as they press further into their wellness journey. Moving toward 2023, this is a hopeful market for beverage suppliers.


Healthier Alternatives That can be Utilized to Create Drinks That Will Meet the Needs of Health-Conscious Consumers


The societal shift to pursue a health-conscious lifestyle is gaining strong influence over a growing number of people. Brands whose target market is participants of Dry January should focus on using healthier ingredients to make up their new beverages, including:


Coconut Water


Coconut water is a fantastic addition to non-alcoholic beverages that target health-conscious consumers. This plant-based ingredient adds a natural sweetness to formulations, eliminating the need for added sugars. The highest quality coconut water in the market, Covico evaporated coconut water is the perfect addition to mocktails, smoothies, juice blends, or is great as a stand-alone ingredient. Its powdered form also provides additional benefits such as dry storage, reduced shipping costs, and reduced CO2 emissions compared to liquid coconut water.


Covico evaporated coconut water is a perfect addition to non-alcoholic beverages

Mineral and Sparkling Waters


Mineral and sparkling waters are a good replacement for sodas and other high-sugar, carbonated beverages that are commonly mixed with alcohol. The carbonation of sparkling water replicates the consistency of soda but contains zero calories and low to no added sugars. Utilizing health-conscious ingredients will better meet the needs of health-conscious consumers throughout Dry January and beyond.


Beverage brands can take advantage of this time leading up to the next Dry January in 2023 and get a head start on this promising opportunity. The innovation of new, non-alcoholic beverages and the creation of zero-proof versions of well-known and loved alcoholic beverages allow for expansion into segments that promote functional ingredients, thus satisfying the growing number of consumers that are eliminating or limiting their alcohol consumption. Dry January is what began this unfolding business opportunity, but it will not be the end of the non-alcoholic movement happening within the beverage industry.