Germany: Abstinence is the Order of the Day

Alcohol sales in retail traditionally decline in January, and this trend has become increasingly pronounced recently. However, other product groups are also affected.

Reading time: 45s

Almost 50% drop in alcohol sales compared to December. (Federal Statistical Office / Destatis, January 2025)
Almost 50% drop in alcohol sales compared to December. (Federal Statistical Office / Destatis, January 2025)

In January 2024, 49.7% less alcohol was purchased in Germany compared to December 2023, according to the Federal Statistical Office (Destatis), which based its findings on scanner data from food retailers. However, this decline is common; in the previous year it was 46.9%, and the year before that 44.8%. After the consumption-intensive holiday season, this is a normal development that the retail sector has long since adjusted to. However, the decline is somewhat greater this time than in previous years—an effect of the "Dry January" campaigns?

Not necessarily. Sales of sweets, for example, have fallen even more sharply. In January 2024, less than half as many sweets were purchased as in December 2023, a drop of 59.6%. Meat consumption is also declining—there are corresponding "Veganuary" campaigns. However, it is not unlikely that in economically uncertain times, people generally save money at the beginning of the year—after having treated themselves to something for Christmas.

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Reading time: 2m 45s

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