Resolutions, Dry January, and Veganuary: How Eating Habits Are Changing at the Start of the Year
January is traditionally a time for fresh starts. After the holiday season and its indulgences, many people take a closer look at their eating and drinking habits. That might mean cutting back on alcohol, trying a more plant-based diet, or simply aiming for a better balance between enjoyment and well-being.
Recent studies by Leger highlight how these habits are evolving and reveal that consumer behavior is becoming more thoughtful and nuanced than it may appear at first glance.
More Flexible and Intentional Dietary Resolutions
Today’s resolutions are no longer just about restriction. Instead, they focus on adjustment, balance, and more mindful consumption.
According to a Leger study on holiday food trends, 79% of consumers say they are open to trying new food products, while 73% are willing to explore new beverages. This curiosity suggests that Canadians (and North American consumers more broadly) aren’t simply looking to eliminate certain foods. Rather, they want to diversify their diets and rethink their choices.
This mindset helps explain the growing popularity of initiatives like Veganuary. For many participants, the goal isn’t necessarily to adopt a fully vegan lifestyle long-term, but to discover alternatives and experiment with new products.
Veganuary, Innovation, and New Expectations for the Food Industry
Veganuary comes from the combination of the words “vegan” and “January” and is defined as a movement that encourages people to adopt a 100% plant-based diet for the entire month of January. But the interest in plant-based eating doesn’t stop at the end of January. Leger data shows that consumers are increasingly expecting more from food brands and retailers, particularly when it comes to:
- Plant-based alternatives
- Product innovation
- Transparency around ingredients and benefits
The willingness to experiment seen during the holidays is increasingly becoming a driver of long-term change. Food choices are more intentional, informed, and aligned with personal values than ever before.
Dry January and the “Sober Curious” Movement
Dry January is a collective movement where participants go the entire month without drinking alcohol. Reevaluating alcohol consumption is also part of a broader shift that goes well beyond the Dry January challenge.
According to Leger’s Beyond the Buzz: 2025 Sober Curious study:
- 25% of Gen Zers and Millennials who consume alcohol plan to cut back
Among the main reasons cited:
- 53% point to personal choice
- 48% mention physical and mental well-being
- 39% cite financial considerations
These findings show that reducing or temporarily eliminating alcohol is no longer seen as a constraint. Instead, it’s increasingly viewed as a lifestyle choice that fits into a broader reflection on health, balance, and personal priorities.
When Health Redefines our Relationship with Food
Our relationship with food is also changing under the influence of new health realities. The GLP-1 Culture Is Redefining the Holiday Table study reveals that more than one in four households now includes at least one person using GLP-1 weight-loss medications.
Among these people:
- Nearly 75% say it influences what they serve at the table, particularly in terms of portion sizes and types of food.
This trend illustrates an important shift: indulgence is no longer opposed to well-being. Instead, consumers are seeking to balance pleasure, moderation, and health, a mindset that naturally extends to New Year’s resolutions.
What These Trends Tell us About the Future of Food
Leger’s research clearly shows that eating habits are evolving toward:
- Greater flexibility
- Increased awareness of health impacts
- A stronger willingness to test, adjust, and personalize choices
Rather than following rigid rules, consumers are embracing approaches that reflect their individual lifestyles, where enjoyment and well-being can coexist.
In Conclusion
Whether it’s reducing alcohol consumption, exploring plant-based options, or rethinking portion sizes, dietary resolutions are increasingly part of a deeper shift in consumer behavior.
Through its research, Leger helps shed light on these evolving habits and offers valuable insight into the trends shaping the future of food and consumption.
For more information, explore the full studies:
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