22% of all UK shoppers plan to remain sober throughout the month of October, according to Savvy’s latest Shopper Panel research.
Analysis of participation by life-stage reveals substantial differences. Young families are most likely to participate, with a stagging 42% staying away from alcohol for the month. Older families and Gen Y/Z take joint second place, with 35% saying they’ll stay sober.
Savvy’s broader research suggests that, in part, high levels of participation growth among younger shoppers and families is being driven by greater availability of high quality 0% alcohol products.
Older shoppers are less likely to take part – one in 10 empty nesters and 8% of baby boomers.