The Business of Good Resolutions in Big Shape

Posted on January 10, 2023, 3:35 pmUpdated January 10, 2023, 4:10 PM

That’s it 2023 has arrived! Comments from loved ones during the holidays about his lack of tone and his slightly gray appearance convinced him: it’s time to take control. On the program: more sport, less or even more alcohol (at least until the end of the month or week) and stop smoking (in any case, with inflation, you can no longer afford it).

Know that your good resolutions delight several companies and start-ups, which offer services adapted to your new lifestyle. Boxes of healthy food, gym, non-alcoholic drinks… The market for good resolutions makes the most of its new motivations. Proof by six.

1- Stop drinking: the business around “dry January”

In recent years, the “dry January” or “sober month”, massively publicized on social networks, has spread widely in France, to the delight of companies that are surfing the craze for non-alcoholic spirits. At JNPR spirits, specializing in non-alcoholic gin, orders soar: in the first days of 2023, we were already up 151% compared to the beginning of December, already our best month of last year », rejoices Valérie de Sutter, the founder. And from year to year, this French start-up saw its sales increase in January (+423% between the beginning of January 2023 and the beginning of 2022).

For Gueule de Joie, the start-up that offers non-alcoholic wines, beers and cocktails with the same flavor as their alcoholic version, January billing is double that of a traditional month. The opportunity to realize that public health issues and the French way of life are not incompatible» rejoices at the passing of the brand’s founder, Jean Philippe Braud.

If the prospect of drinking a glass of non-alcoholic Chardonnay is still unthinkable for you, maybe it’s time to download the new Sobero app, launched by Geoffrey Kretz on December 15th. Having launched smoking cessation aid with the world’s leading app Kwit 10 years ago, this computer engineer is now tackling alcohol monitoring. Your objective? Help you regulate your consumption or even stop it. Bet was successful with several thousand downloads in early January, according to its creator.

2- Quit smoking: access your apps!

The breath of the ashtray is behind you, you proudly crush your last cigarette. But how to hold? The patches? Chewing gum? Your smartphone, of course!

Two French start-ups are positioned to help quit smoking and are experiencing impressive download and subscription rates at the start of the year. Klava, a start-up founded in February 2021, launched the “Quitoxil” app in November in partnership with the dependency service at the Paul-Brousse hospital in Paris.The idea of ​​this personalized digital therapy is to modify the behavior of smokers in risk situations, helping them to develop strategies to avoid the risk of relapse., develops Alexia Adda, co-founder of Klava. With a paid plan at €4.99 per month, it seems that this app is right for its audience. “We noticed 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 smokers’ motivation to quit during the 1st month of the year”believes Alexia Adda.

Note 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 subscription at €47.99 per year compared to the rest of the year. ».

3- Get (back) into sports: a decisive month for cinemas

We put on our nicest joggers and our shiny sneakers with immaculate soles and go, go, go! For the sociologist professor-researcher at ISC Paris, Catherine Lejealle, “on January 1st, we are in the social and collective imagination to reinvent ourselves, it is the ideal time for cinemas to sell subscriptions at preferential prices. » Like the Neoness brand (29 rooms in France) offering an offer until January 31 with two months free for a 13-month commitment. A classic commercial offensive that appeals: sign-ups are growing this year by 30-35% in early January over a typical month, and movie audiences by 20%.

January is a key month for the CEO of the KeepCool group, which acquired Neoness in mid-2022, David Amiouni, who nevertheless notes a “Covid effect”. Before, in January, registrations exploded by 60%, which is less true today because, according to this 30-year-old, “The registered members are really motivated, and better accompanied by the clubs”. Its group has 300 in France and reaches close to 100 million euros in turnover (150 including franchises).

Going into a room full of tight-muscled fitness buffs isn’t appealing to you? There are at-home alternatives like Strava, the app that lets you monitor your sports activity. As good resolutions, the young shoot launched a challenge in January to the youtuber “Major Mouvement”, to do at least 15 hours of sport throughout the month. So far, almost 106,000 people have accepted the challenge, why not you! Moreover, the leaders 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 communicate specifically about good resolutions, we hammer all year round that we have to have a healthy diet, but in January and September this is more echoed by our prospects who are acquiring good habits. » observes Clément Chanéac, co-founder of Les commis. The start-up, launched in 2012, offers boxes of healthy, seasonal and responsible recipes delivered to your home. “Our axis is nutrition, good and homemade products, cooking without industrialized products”. Without even pressing the marketing button for good resolutions, the start-up has three times as many new subscribers in January compared to November 2021 and 15% more baskets delivered.

Eating healthy sometimes rhymes with food rebalancing, and here again a digital offer is available such as the Weight Watchers app and its system of points assigned to food, which can be consumed with a quota of daily and weekly points to be avoided.

5- Strengthen your body with dietary supplements: it’s the season!

The cold, gray and winter viruses at the beginning of the year make you want to stay under the duvet, or compensate for this lack of vitality with vitamin food supplements! Ginseng, royal jelly, immunity boosters, vitamin and probiotic cocktails… These are all products whose sales double each year in January, according to the pharmaceutical group Pharmabest (109 pharmacies in France).

A French start-up called Cuure entered this niche by customizing dietary supplement cures. 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”observes Hugo Facchin, co-founder of the young company. “Seasonality comes into play and our offer perfectly responds to the need to adopt new healthier habits”he believes.

6- Take care of your inner self:

Excited by this renewal at the beginning of the year, it can also be an opportunity to reorient yourself psychologically. Nothing like a little meditation. According to the creator of the guided meditation app Petit Bambou, 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 a 48% increase in subscriptions. » And that, even though the app doesn’t have the right resolutions, preferring that “users meditate with their own motivation and intent rather than influencing them with ads, 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 16th, the world’s most depressing day. more than propitious day to abandon good resolutions!

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