Dry January numbers drop year-on-year
Pub goers and consumers are now more likely to moderate alcohol year-round.
New research has revealed that consumers are now more likely to moderate alcohol year-round and are less likely to engage with a shorter-term abstention.
According to data from brewer Asahi UK, only one in five beer drinkers completely avoided alcohol for the whole of January in 2026, a -10ppts drop in participation year-on-year.
This trend was particularly apparent among women, with a fifth (22%) of those completing a whole month, vs 35% in 2025.
A shift towards a more moderate attitude was also seen in how frequently consumers stated they went out in January. While the percentage of people who said "I didn't go out at all during January" and "I went out just as much as I normally would" declined year-on-year, the percentage of those who said "I still went out, but less often than I normally would" increased by +10ppts.
Fixed habits
The new data shows that more than half (57%) of consumers plan to moderate their alcohol consumption all year round.
The research outlined a consumer base who, for the most part, has either already made a lifestyle choice to drink less, or has no intention of doing so any time soon.
Among those who did not abstain from alcohol in January, 57% said they simply "drank alcohol as normal", an answer that increased +33% compared to last year. The main growth was seen in the 35% of those who said "No, I don’t think drink much anyway", an answer that increased by +58% year on year.
"This fascinating research points to alcohol-free lager now being seen as less of a seasonal or occasional purchase at set times of the year and now a regular part of their going out repertoire," says Rob Hobart, marketing director at Asahi UK. "Pub and bar operators who see alcohol-free as something to only focus on in January are missing a trick. Consumers are expecting these drinks all year round and are only becoming more demanding. In fact, only 37% of people stated they were ‘very satisfied’ with the choices available, vs 45% last year.”
Of all the motivations for abstaining from alcohol in January, "physical health", "mental health" and "save money" remain the top three drivers, but the former was the only answer to increase year-on-year, now at 54%.
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