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CGA Strategy research reveals impact of 'Dry January'
15/02/2017 - 09:08
Research from CGA Strategy, the food and drink market measurement and consultancy, has revealed over a quarter of consumers said they planned to take part in ‘Dry January’, as pubs and bars included more food and drink offers during the month.
Written by Isabel Finch
The CGA Strategy’s Trading Index shows that bars and food-led pubs increased their average weekly food sales in January 2017 by 2.6% and 2.0%, respectively, on 2016 as promotions and healthier options helped maintain trade throughout the month.
CGA Strategy's chief executive, Phil Tate, said: “Our research shows that Dry January has become a full-blown occasion. That presents pubs and bars with a challenge if they are to retain footfall - but it’s one they are rising to.
“Good food and soft drinks give people reasons to keep coming in through the doors, and operators that can maximise those opportunities are more likely to shrug off any negative impacts of Dry January.”
‘Dry January’ had more appeal to female consumers than male, as 28% of women and 18% of men planned to take part.
Drink-led pubs increased their average weekly drink sales by 2.6% on January 2016 and data indicated a sizeable increase in sales during the last week of January as ‘Dry January’ becomes more likely to be broken. Alcohol sales can return to normal by the end of the month.