New Year’s Eve Rules: Indulgence Now, Resolutions Tomorrow

The countdown to 2026 has begun. The restaurant sector is preparing to record substantial business volumes. According to the latest data from the consulting firm Circana, consumers are adopting a polarized approach this holiday season: a lavish celebration on December 31st, followed by an immediate shift towards a more health-conscious lifestyle.

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New Year's Eve remains a safe haven and a critical profitability driver for the restaurant sector. Data from the Circana platform reveals a clear segmentation of consumer behavior: while casual dining saw a 20% increase in traffic compared to the average, fine dining was the most successful on New Year's Eve. These establishments recorded a 70% jump in patronage, confirming households' desire to preserve this festive occasion despite economic uncertainties.

For those who choose to eat at home, simplicity is key: pizza, a sure bet for delivery and takeaway, saw a 20% increase in demand that evening.

While alcohol consumption shows a structural downward trend over the long term, New Year's Eve is a notable exception. Orders for alcoholic beverages in restaurants then increase by 30%.

This peak in consumption, however, marks a breaking point. From the very first hours of 2026, consumer priorities will shift radically.

Circana's report on the global health and wellness market indicates that 70% of US consumers will place self-care at the top of their priorities for the coming year, with a focus on physical health and weight management.

A sudden transition that forces agri-food players to adapt their offering from the first week of January.