Ocado reveals Brits new year health kick lasted just 10 days

Ocado Retail, the world’s largest dedicated online grocery retailer and the fastest-growing grocer in the UK, today reveals the latest online grocery shopping trends as consumers introduce New Year’s resolutions – but struggle to stick with them.

According to the latest data from Ocado.com, many consumers have decided to try and do ‘dry January’, as sales of alcohol at the beginning of this month decreased 37% compared to December as healthier habits take hold.

What’s more, it appears more people are opting to ditch the booze this January compared to last, with sales of alcohol 17% lower year on year, suggesting that consumers were more reluctant to give up alcohol whilst in strict lockdown in 2021. Instead, consumers have turned to alcohol-free alternatives, with sales 13% higher than they were the previous year.

With alcohol put to one side, demand for healthy lifestyle and wellbeing products increased post-Christmas, as consumers looked to establish better habits.

Ripe and ready for the new year, consumer demand for avocados saw one of the biggest increases on New Year’s day, with demand up 301% compared to 1 December. Superfood sales also rose markedly, increasing by 91% compared to December. Individual products such as chia seeds grew by 101%, whilst protein powder sales soared by 44%.

Sales of CBD-infused products also increased by 61% compared to last month, as Brits looked to find balance this January. In Ocado.com’s Wellbeing & Mindfulness aisle, ginger & tumeric shots proved popular.

However, it took just ten days before healthy habits began to lapse, with searches for cake and desserts rising by 34% and 43% respectively - and, clearly Brits are already planning for future festivities, with searches for Easter eggs soaring 119%.**

Laura Harricks, chief customer officer at Ocado Retail, said, “Being the UK’s only pure play online grocery retailer means that we have real-time insight into what our customers are looking for.

'After being stuck in lockdowns over the last two years, many are looking to start the year in a healthier way, with the nation putting down their drinks and focusing on wellbeing. With a larger range than any other supermarket, we’re looking forward to supporting the nation with their new years' resolutions!”