As the holiday season approaches, households across the country are preparing to welcome loved ones into their home to spend quality time together. But what’s the top priority when getting ready for a holiday gathering? If your first thought was food, you’re absolutely right!
To better understand how health and wellness goals are shaping food and beverage choices this season, we’re excited to introduce our newest study, ‘Tis the Season: Holiday Eating and Drinking Habits! Our team gathered insights from U.S. residents to explore healthy eating and drinking habits during the holidays.
Curious about what’s on the menu? Dig into some of our key findings below!
Holiday Eating—But Make it Healthy
The holiday season is no longer just about indulgence—it’s also about balance. A growing number of people are prioritizing healthy eating, even during festive gatherings. In fact, nearly two in five respondents (39%) emphasize the importance of having low-calorie or diet-conscious options at holiday celebrations.
But why the shift toward healthy eating and drinking? According to the World Health Organization (WHO), maintaining a healthy diet can significantly reduce the risk of chronic noncommunicable diseases like heart disease, diabetes, and cancer. With increased awareness of these benefits, many are adopting mindful eating habits—even amid the holiday cheer. But that’s not all—many shift toward healthy eating and drinking to increase their self-confidence and self-esteem. As WebMD highlights, “Eating healthy foods can boost your confidence because you’re taking care of yourself, which leads to a more positive self-image and better mental health.”
This can be shown through our findings about holiday eating as well: over one-quarter (26%) of respondents plan to eat smaller portions, while one in five (20%) say they’ll skip second servings altogether.
How About Drinking?
The growing trend toward healthy eating habits is not the only one—drinking habits are shifting too. The rise of the Sober Curious movement highlights a growing trend toward mindful drinking or abstaining from alcohol altogether. Our Sober Curious Study dives deeper into this phenomenon, exploring which demographics are less likely to consume alcoholic beverages, the motivations, as well as the alternatives they’re opting for instead.
This healthy drinking trend is also expected to be apparent during the holiday season, as many prepare for a health-focused start to the New Year. For instance, Dry January has become a popular initiative, with nearly half (47%) of respondents pledging to abstain from alcohol throughout the month. The same number of respondents mention that they will abstain from drinking during the holiday season as well.
But why are so many people choosing to drink less? According to our Sober Curious study conducted earlier this year, top reasons include:
- Health and wellbeing (50%)
- Fitness goals (27%)
- Mental health (15%)
These motivations also carry over during the holiday season, as people seek balance and intentionality in their celebrations. Popular alternatives to alcohol include mocktails, cannabis-infused beverages, and non-alcoholic ciders—perfect for enjoying festive vibes without the buzz!
In Conclusion
The holiday season is all about joy, love, and celebration—but it’s also taking on a healthy twist. Whether it’s holiday eating or holiday drinking, this season is shifting toward a balance of indulgence and mindfulness.
From low-calorie dishes to alcohol-free alternatives, these behaviors reflect a growing focus on health and wellness. Offering healthy options, enjoying smaller portions, or sipping on a festive mocktail are just a few ways to create a holiday experience that prioritizes both tradition and health goals.
To stay ahead of the curve in the food and beverage industry or to simply better understand consumption habits, download our report ‘Tis the Season: Holiday Eating and Drinking Habits.
