January, for many, is a time to reset. After weeks of indulgence, customers are looking to focus on balance, wellness, and mindful enjoyment but without sacrificing taste. A huge 71% of consumers say they intend to make healthier choices in January. Dry Jan, Veganuary and the ‘new year, new me’ mindset encourages everyone to create better habits for a whole month.
The UK functional drinks market has grown by 34% year-on-year to £178m, propelled by Gen Z seeking healthier alternatives*. Our SIMPLY January menu ideas are designed to energise your January menu while appealing to health-conscious and trend-aware audiences.
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Simply Top Tip: Why not have a “New Year, New Sips” menu board, highlighting your wellness options like ‘Make Sugar-Free’, ‘Add protein/multivitamin/energy boost’, ‘Make me a Mocktail’.
On social media, #protein is trending along with protein beverages such as proffee (coffee with protein powder). Under 35’s rated ‘high in protein’ the most important health quality food benefit, above aiding mood, sleep or skin or being low in fat, salt or sugar! Simply adding protein powder to their daily coffee or smoothie, is a common lifestyle change consumers are adopting.
Over the last few years, people have been looking at ways to incorporate healthier habits into their daily life. This includes boosting their immune system with supplements. Google searches are up 243% in the last two years for gut health. 32% of people said that when shopping for food and drink they think about how it will impact their gut. Boosting your smoothies or smoothie bowls with an antioxidant, energy boost, multivitamin powder is a great way to add value to your existing menu items. Whether this is a charged add-on or already included, this will attract a number of people who are making daily changes to be healthier.
Matcha’s popularity has risen significantly in recent years, with the global market for matcha forecasted to grow at a CAGR of 9.44% between 2022 and 2027. It has exploded from niche tea shops to mainstream menus across the UK. Matcha satisfies the demand for functional flavours and globally inspired treats.
Simply Matcha makes the perfect vegan drink (when paired with plant-based milks)! Vegans, vegetarians and flexitarians make up 21% of the British public but in January this increases dramatically with Veganuary. Over a quarter of UK consumers are now using plant-based milk alternatives, with the UK market forecast to more than double by 2025 to £565 million.
The rapid rise of no and low alcohol spirits, wines, and mocktails has gone hand in hand with the nations new healthy habits. A huge 47% of UK adults are switching to alcohol free/low drinks in order to moderate their drinking. Dry January further encourages this lifestyle with 75% of those who commit, succeeding in abstaining from alcohol for the month and 59% drinking less the six months after. Sales of no-or low-alcohol beer, cider, wines and spirits are up 23%, with younger consumers being the most interested in non-alcoholic concepts such as mocktails.
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