In 2025 retailers have shifted their approach to the “New Year, New You” trend, with a stronger focus on wellness rather than discipline and self-restriction. This was evident both in-store and online, with messaging such as Morrisons’ “Feel Good This January,” Sainsbury’s “The Big January Reset,” and Boots’ “New Year, New Wellness.”
Despite continued shopper interest in Dry January and Veganuary, retailer support for these initiatives has been relatively muted. Instead of large-scale dedicated activity, alcohol-free and vegan products were integrated into broader wellness-themed promotions. However, some brands have capitalised on Dry January in unexpected ways. For example, Walkers launched a campaign with Danny Dyer encouraging consumers to swap beer for crisps.
Savvy’s Shopper Panel research highlighted that healthier habits remain a key focus for January, with 70% of shoppers attempting to be healthier during the month. However, only 23% of shoppers planned to participate in Dry January, and even fewer (13%) in Veganuary. Older demographics were least likely to take part.
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You can also find some of our broader research findings looking at UK health and wellness trends in 2025 here: Unlocking the future of health and wellbeing trends