Less meat, alcohol and sweets – the abstinence during Lent is noticeable at the supermarket checkouts. But resolutions like “Veganuary” at the beginning of the year also play a role.
The avoidance of meat, alcohol or other luxury foods such as sweets during Lent is noticeable at the checkouts of large supermarket chains: from Ash Wednesday to Easter Saturday 2024, 9.4 percent less alcohol and 3.6 percent less meat were purchased than in the previous fasting period since Easter 2023, like that Federal Statistical Office announced.
Consumers also bought less sweets during Lent: their sales fell by 5.6 percent between Shrovetide or Carnival and Easter 2024. Only the five calendar weeks that were completely within Lent were considered.
“Dry January” and “Veganuary” are changing consumption
“However, good intentions at the beginning of a new year seem to lead to even more abstinence than during the traditional Lent,” writes the Federal Statistical Office. Campaigns such as “Dry January” or “Veganuary” (vegan January) have an impact on sales of alcoholic beverages and meat.
In January 2024, sales of alcoholic beverages were a good quarter lower (-26.4 percent) than the average for the months of February to December 2023. Large supermarket chains and other food retailers also sold 5.1 percent less meat.
Decline also in 2023
Already in Lent 2023, the decline in alcohol sales was particularly significant at 10.2 percent – the abstinence from meat was already significantly lower at minus 1.9 percent. Luxury foods such as sweets were even bought more (+3.5 percent) instead of less as in Lent 2024 (-5.6 percent).
“In addition to New Year’s resolutions and campaigns such as ‘Dry January’ or ‘Veganuary’, seasonal fluctuations in consumer behavior due to the lack of festivals, celebrations and events in January are likely to be another reason for the low sales of alcohol, meat or sweets,” say the statisticians .