One in three adults drinking less during ‘record’ Dry January

The data found that 17.5m people in the UK will be drinking less alcohol, which marks the biggest Dry January on record, Grocery Gazette reports.

The majority of the UK drank less than ever before in 2025 and plan to drink even less in 2026, which shows a long-term shift in how the country views health, according to CensusWide data.

For retailers, consumers are leaning towards non-alcoholic options, and demand is increasing for drinks with less sugar, no alcohol and added functional health benefits.

The research showed that 65% of Millennials plan to drink less compared to 63% of Gen Z. While 58% of Millennials stated that alcohol is no longer their favourite way to unwind compared to 48% of Gen Z. Additionally, Gen X and Baby Boomers are also cutting down, with 55% planning to drink less in 2026 and 47% consuming alcohol less frequently than two years ago.

People are concerned about mental and physical health, which is driving the decision to lower alcohol intake.

Olivia Ferdi, co-founder and CEO of drinks brand TRIP said: “With record participation in Dry January 2026 and growing momentum behind long-term moderation, functional drinks are no longer niche alternatives.

“They’re becoming the default choice for a generation that wants to feel better, sleep better and stress less, while still enjoying the ritual of a great drink.”