Only 14% of UK drinkers tried Dry January 2026 – and most didn’t make it past a week, Ipsos poll reveals
Britain remains firmly a nation of drinkers. New Ipsos research shows eight in ten British adults (80%) consume alcohol, with men more likely to drink (50% reporting higher consumption) than women (41%).
As January wraps up, the annual ritual of Dry January, going booze-free for the month, has once again fallen flat for most. Among those who drink, over half (53%) didn’t even contemplate skipping alcohol this January. That’s a stark reminder that the post-Christmas reset appeals to a minority.
One in five (21%) did manage to stay dry for at least part of the month – but not by choice. This unintentional abstinence was more common among women (27%) than men (15%), perhaps reflecting lighter social drinking habits or simply running out of booze after the festive season. Only a determined 14% actively decided to go sober in January. Of those who committed:
- 53% succeeded the full month
- 19% lasted a few weeks
- 18% made it a week
- 10% held out just a few days
Peter Cooper, Research Director at Ipsos, commented: “Britain is undoubtedly a nation that loves the pub, with over half not even contemplating laying off the booze to start the year. But while the intention to abstain in January appears modest, particularly among men, it is noteworthy that a significant portion of the population shows an ability to reduce intake unintentionally. This suggests opportunities for creating support frameworks that encourage mindful drinking habits.”
The cost savings of Dry January
The findings echo earlier coverage of Dry January trends. In January 2026, we looked at how much cash Brits could pocket by ditching alcohol for the month – with average savings potentially reaching hundreds of pounds on pub tabs, wine deliveries, and takeaways.
Our December 2025 piece highlighted three in four Brits planning to cut back over Christmas amid soaring costs – but come January, the resolve often evaporates. Heineken’s zero-alcohol push on the London Underground (including free samples at Waterloo) aimed to capitalise on the trend but fell flat due to a signage mix-up, underscoring how hard it is to shift cultural habits.
The Ipsos poll (1,079 GB adults aged 18–75, 23–29 January 2026, weighted to population profile) confirms what many already sense: Dry January is more talked about than done. For the majority, the pub remains sacred – and any reduction tends to happen by accident rather than design.
As Cooper notes, there’s room for smarter support: apps, mindful drinking guides, or low-key alternatives could help those who do dip a toe in sobriety extend it beyond a few accidental weeks.
