New data reveals that over half of UK adults (58%) plan to cut back on alcohol this January. A significant portion, 11%, is even looking to make this a long-term change.
A survey by Attest, which included 1,944 UK adults, found that 27% intend to quit drinking altogether for Dry January. Another 31% are opting for a “damp January,” meaning they’ll reduce their alcohol intake but not completely stop.
This shift signifies a broader trend. For many, January serves as a launchpad for ongoing moderation or abstinence. In fact, this could mean about 4.7 million people are set to drink less throughout 2026.
Todd Latham, CEO of Attest, explains, “Dry January is more than just a month; it’s a lifestyle change. People are reevaluating how they socialize. We’re seeing a rise in venues like coffee shops and gyms taking the stage as social hubs, driven by health goals and budget considerations.”
Interestingly, when it comes to social drinks, many are choosing tea or coffee (54%) over alcohol-free beers (15%) or wines (8%). Home gatherings (69%) and coffee shops (44%) are the top places where people plan to socialize, signaling a great opportunity for cafés to cater to this health-conscious crowd.
Low-alcohol alternatives are not as appealing to most, with only 7% considering them. This poses a challenge for beer brands, especially with the UK’s alcohol duty increase on the horizon. Manufacturers may need to rethink their strategies as consumer interest in low-alcohol options appears limited.
A recent survey highlighted that 79% of UK adults would be interested in trying beverages designed to support health goals, like reducing stress or boosting energy. This indicates a growing market for functional drinks that align with wellness trends.
In summary, Dry January isn’t just a moment—it’s transforming how people view socializing and drinking. With a focus on health, the shift toward alternative social drinks and venues is reshaping the landscape, suggesting that well-being will continue to steer consumer choices in the future.
For further insights, check out Attest’s full report.
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