Dry January - Statistics & Facts

Dry January is the growing trend of taking the challenge of completely abstaining from alcohol for the month of January. Dry January began as an ad campaign from the British charity Alcohol Change UK in 2014 but has grown into a global phenomenon in recent years. This increased interest in the challenge has coincided with a general increase in consumption of alcohol in the U.S.. The average American drinks more now than they have in the last 30 years.

Participation

The growing trend of Dry January participation can be mostly attributed to younger generations. Alcohol consumers who were between 21 and 24 years of age were more than three times as likely those 55 and older to say they intended to participate in 2024's Dry January. There is a clear trend in participation by age. This interest may be partially explained by the growing awareness of the harmful health effects of alcohol at even small doses. The youngest age group of another survey, those between 18 and 24 year-old, were asked about their concern over the health effects of alcohol. This age group had both the lowest rate of answering that they were not at all concerned about the health effects as well, as the highest rate of answering that they were very concerned. The prevalence of alcohol use among high schoolers in the United States has also been trending downward for years.

Alcohol replacement

Interest in non-alcoholic drinks also seems to be connected to interest in Dry January and concern about alcohol's health effects. Twenty-four percent of those who thought they were at least somewhat likely to try Dry January said they were very interested in non-alcoholic drinks, compared to just three percent of respondents who had ruled out Dry January for 2024. Similarly, alcohol consumers who were not planning on drinking less for health reasons were much more likely to say they had not had and were not interested in having non-alcoholic beer than those consumers who were planning on cutting back. Non-alcoholic drinks of all segments have witnessed impressive growth recently but spirits, in particular, with the popularity of drinks like "mocktails" have nearly doubled in sales.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Jan Conway, Mar 18, 2024

Key insights

Age group with the highest Dry January participation
21 to 24 year olds
Better-for-you alcohol sales in the U.S.
8.3bn USD
Growth in per capita alcohol consumption in the U.S. since 2000
14.61%
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Current statistics on this topic

Intent to participate in Dry January in the United States in 2024, by age

Alcoholic Beverages

Dry January participation U.S. 2024, by age

Dry January participants that planned to purchase non-alcoholic drinks in the United States in January 2022 and 2023, by segment

Alcoholic Beverages

Dry January non-alcoholic drink purchases U.S. 2022 and 2023, by segment

Reasons Generation Z participated in dry January in the United States in 2021, by gender

Alcoholic Beverages

Reasons Gen-Z does dry January U.S. 2021, by gender

Alcohol drinkers participating in Dry January in Great Britain in 2023, by age

Alcoholic Beverages

Dry January participation in Great Britain 2023, by age

Share of consumers partaking in Dry January or Dry February in Canada in 2023, by generation

Alcoholic Beverages

Dry January or February participation in Canada 2023, by generation

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