More than half of New Year’s resolutions revolve around healthier eating, but most of them fizzle by the second Friday of the year – creating a marketing moment for brands and retailers to either reinvigorate consumers so they recommit to their goals (and thus secure sales) or redirect them to steal market share.
According to 84.51º, US grocery retailer Kroger’s retail data science arm, 58% of shoppers last year set New Year’s resolutions to adopt healthier eating patterns and by the two week mark – today – most had reverted to their earlier eating habits.
This back-and-forth is a double-edge sword for the food industry, which manufacturers can leverage to either “steal back” consumers who tried to shift away from what they offer or to inspire shoppers to double-down on their resolutions and potentially instill loyalty – or at least additional sales.
Kroger makes sticking to resolutions ‘simple’ with convenient solutions
Kroger is opting for the latter approach with the Jan. 7 launch of a limited-edition “Resolution Rescue” collection, which includes bundles of Kroger’s Simple Truth private label products that directly target popular diet-related New Year’s resolutions, such as eating less meat and drinking less alcohol.
Through the end of the month, Kroger shoppers can buy six bundles that support their goals – a Mocktails Bundle, Meatless Meal Bundle, Protein-Packed Breakfast Bundle, Savory Snacks Bundle, Sweet Treats Bundle and a Get Your Veggies Bundle.
All the bundles are available for $15 or less and not only support consumers’ resolutions but could drive foot-traffic and boost basket rings as shoppers either intentionally visit or order from the store to secure a bundle or add the bundle while stocking their kitchen with other foods and beverages.
Win back market share by filling dieters unmet needs
Animal-protein provider The Linz Shop is taking the opposite approach – viewing quitters’ day as an opportunity to entice back consumers who resolved to follow a vegan or vegetarian diet in 2025.
According to a nationwide study by The Linz Shop, more than a third (38%) of vegans and vegetarians admit to eating meat throughout the year and 47% cheat on their diets at least once or twice annually.
The study examines why consumers may falter on their meatless goals, and in doing so reveals possible pressure points for tempting them to return to flock.
For example, the study found the top triggers for meat cravings include the smell of cooking meat (54%), specific food memories (47%), social gatherings where meat is served (33%), lack of vegan or vegetarian options (31%) and emotional eating for stress or comfort (28%).
It also found the “top choices for cheat meals” are chicken (64%), beef (32%), steak (25%) and bacon (19%).
Strategies to counter-temptations could help maintain market share
Some vegans and vegetarians turn to plant-based meat to satisfy their cravings, according to the study, which found 85% have tried plant-based substitutes. Cultivated meat, however, is not a viable option for almost half of vegans and vegetarians who reported it conflicts with their diet or ethics, according to The Linz Shop.
Each of these findings reveals a potential marketing angle for animal-protein companies to potentially steal back market share by providing products that satisfy cravings or fulfill the desire for the occasional deviation.
The study also reveals how plant-based brands can help maintain their resolutions, according to a representative for The Linz Shop. For example, brands can expand accessibility – addressing the 39% of plant-based eaters who lapse for lack of options – or they can emphasize flavor and nostalgia of traditional meats to help consumers fulfill cravings without deviating from their diets.
Plant-based brands can also “foster supportive communities, share recipe inspiration or provide resources to help consumers navigate social situations” where they may feel pressured to stray from their diet (something 18% of survey respondents noted), according to the company spokesperson.
Violife encourages quitting in new campaign
Plant-based cheese manufacturer Violife is encouraging consumers to give-in on National Quitter’s Day with a 360 campaign that suggest quitting is not always bad.
The campaign, which launched Jan. 1 in five US markets, encourages viewers to “quit” dairy cream cheese and opt instead of Violife’s dairy-free option, which ads claim is a “wildly good” resolution that is “less ‘ugh’ and more ‘mmm!’”
The company claims in adds that its dairy free cream cheese is 100% resolution-proof because it allows consumers to say goodbye to compromises and embrace a dairy-free life that is flavorful, fun and freeing.
It also pokes fun at quitting other common resolutions, like hitting the gym, and offers a supportive community of celebrities and influencers who can inspire consumers to #QuitDairyWithViolife.
