Posted on 10 Jan. 2023, 3:35 PMUpdated January 11, 2023 at 9:59 am
That’s it 2023 is here! The comments of your loved ones during the holidays about your lack of tone and your slightly gray appearance have convinced you: it’s time to take charge. On the agenda: more sports, less or even more alcohol (at least until the end of the month, or the week) and quitting smoking (at least with inflation you can’t afford it anymore).
Know that your good intentions are to the delight of a number of companies and start-ups, which offer services adapted to your new lifestyle. Healthy food boxes, gym memberships, non-alcoholic drinks… The market for New Year’s resolutions takes full advantage of your new motivations. Proof by six.
1- Quit drinking: the state of affairs around “dry January”
In recent years, the “Dry January” or “sober month”, widely spread on social networks, has spread widely in France, much to the delight of companies surfing the fashion for non-alcoholic drinks. At JNPR spirits, specialized in non-alcoholic gin, orders are running like a train: “ in the first days of 2023 we were already 151% higher than at the beginning of December, already our best month last year », says Valérie de Sutter, the founder. And year on year, this French start-up saw its turnover increase in January (+423% between the beginning of January 2023 and the beginning of 2022).
For Gueule de Joie, the start-up that offers wines, beers and non-alcoholic cocktails with the same taste as their alcoholic version, January sales doubled compared to a traditional month. “The chance to realize that public health issues and the French way of life are not incompatible» delights in the passing of the founder of the brand Jean Philippe Braud.
If the prospect of a glass of non-alcoholic Chardonnay is still unthinkable to you, maybe it’s time to download the new Sobero application, launched by Geoffrey Kretz on December 15th. After launching a smoking cessation aid 10 years ago with the industry-leading Kwit app, this computer engineer is tackling alcohol consumption monitoring. The target? Help you regulate or even stop your consumption. Bet succeeded with several thousand downloads of the app for € 9.99 per month at the beginning of January.
2- Quit smoking: go to your apps!
Ashtray breath is behind you, you proudly crush your last cigarette. But how to persevere? The plasters? Chew gum? Your smartphone of course!
Two French start-ups are positioned to aid smoking cessation and have impressive download and subscription rates at the start of the year. Klava, a start-up founded in February 2021, launched the “Qitoxil” application in November in collaboration with the addiction service of the Paul-Brousse Hospital in Paris. “The idea of this personalized digital therapy is to change the behavior of smokers in high-risk situations by helping them develop strategies to avoid the risk of relapse., develops Alexia Adda, co-founder of Klava. With a paid subscription of € 4.99 per month, this app seems to meet its audience. “We notice a 94.7% increase in downloads in the first week of January compared to the average downloads in November and December 2022. This clearly demonstrates the motivation of smokers to quit during the 1st month of the year”thinks Alexia Adda.
Observation shared by Geoffrey Kretz, CEO of Kwit: “At the beginning of the year, we have four times more downloads of the application and five times more people subscribing to the paid plan (€9.99 per month or €59.99 per year) compared to the rest of the year. ».
3- Take up sports (again): a decisive month for cinemas
We put on our nicest jogging and our shiny sneakers with spotless soles, and go go go! For the sociologist lecturer-researcher at ISC Paris, Catherine Lejealle, “on January 1, we are in the societal and collective imagination to reinvent ourselves, it is the ideal time for theaters to sell subscriptions at preferential rates. » Such as the Neoness brand (29 theaters in France) which, until January 31, offers a two-month free offer for a 13-month commitment. A classic commercial offensive that is catching on: the number of registrations will grow this year at the beginning of January by 30 to 35% compared to an average month, and cinema visits by 20%.
January is a key month for the CEO of the KeepCool group, which took over Neoness in mid-2022, David Amiouni, who nevertheless notes a “Covid effect”. Previously, in January, registrations exploded by 60%, which is less the case today, because according to this 30-year-old “Registered members are really motivated and better followed by the clubs”. His group has 300 in France and generates a turnover of almost 100 million euros (150 including franchises).
Going to a room full of fitness fans with pulled muscles doesn’t appeal to you? At home there are alternatives, such as Strava, the app that allows you to monitor your sports activity. As good intentions, the young shoot launched a challenge in January with the youtuber “Major Mouvement”, to do sports for at least 15 hours during the month. Nearly 106,000 people have taken up the challenge to date, why not you! Moreover, the front runners were not mistaken: Neoness and Keep Cool launched their app last year.
4- Eat healthier: healthy boxes are popular
January is also an opportunity to resume good eating habits. Stop foie gras, logs and other pantagruelic cheese dishes. In January we want to eat healthy. “It’s not that we specifically communicate about New Year’s resolutions, we insist on eating healthy all year round, but in January and September it’s more reflected in our prospects picking up good habits. » notes Clément Chanéac, co-founder of Les commis. Launched in 2012, the start-up offers boxes of healthy, seasonal and responsible recipes delivered to your home. “Our ashes are food, good products and homemade, cooking without processed products”. Without even pressing the marketing button for good intentions, the start-up has three times more new subscribers in January than in November 2021 and delivered 15% more baskets.
Healthy eating sometimes rhymes with rebalancing food, and here too, a digital offering is available such as the Weight Watchers application and the point system that is awarded to food, which can be consumed with a quota of daily and weekly points to avoid .
5- Give your body a boost with nutritional supplements: it’s the season!
The cold, grayness and winter viruses at the beginning of the year make you want to stay under the duvet, or compensate for this lack of pep with vitamin supplements! Ginseng, royal jelly, immunity booster, cocktails of vitamins and probiotics… These are all products whose sales double every January, according to the drugstore group Pharmabest (109 pharmacies in France).
A French start-up called Cuure is entering this niche by creating tailor-made nutritional supplements. After an online questionnaire, we offer you a cure adapted to your needs, and in January it works very well “The beginning of the year is the best time for Cuure, with two to three times more new customers than the rest of the year”notes Hugo Facchin, co-founder of the fledgling company. “Seasonality plays a role and our offer perfectly meets the need to adopt new, healthier habits”he believes.
6- Take care of your inner self:
Empowered by this renewal at the beginning of the year, it can also be an opportunity to reorient yourself psychologically. Nothing beats a little meditation. According to the creator of the Petit BamBou guided meditation app, Benjamin Blasco, “January is still a very dynamic month for us. Between December 2021 and January 2022 there is a 44% increase in downloads and 48% in subscriptions. » And this, while the app doesn’t rely on proper resolutions, prefers that “users meditate with their own motivation and intention, rather than influencing them with advertisements, discounts or bonuses…”.
While it takes an average of 66 days to form new habits, there’s still a long way to go, so hang in there and don’t give in to Blue Monday, January 16, the most depressing day in the world. day more than conducive to giving up good intentions!
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