Now that the holidays have ended and the new year has begun, many Americans will set intentions and create new habits for the year ahead. One of the most commonly discussed is Dry January, a practice of going alcohol-free for the first month of the year.
Interest in Dry January rose last year, but has the trajectory changed for 2025? CivicScience has the most up-to-date insights on who will not be cheering the first month of the new year with alcohol.
In line with data showing consumers taking a more sober approach to the holidays, the new data show that overall Dry January participation intent is up this year, with 54% of Americans 21+ who drink alcohol reporting they’re at least ‘somewhat’ likely to participate.
The data show that Gen Z adults aged 25 to 29 are leading the way with a sober start to the year. However, marketers should note that the intent to participate is notably up (10+ pts) among the 55+ segment year over year.
Join the Conversation: Are you participating in Dry January this year?
Why Go Cold Turkey?
Many factors may influence an individual’s desire to take a month off of alcohol. While it’s impossible to pinpoint politics directly, it’s worth noting that Democrats are more likely than Republicans to participate in Dry January this year.
The economy is another correlated topic, with those concerned about inflation more likely to stay sober this month and, no doubt, save money in the process.
And, of course, a discussion about alcohol would not be complete without a note on health, especially as alcohol and health are current topics in the news with a new report from the Surgeon General. Interestingly, while those who consider themselves ‘very’ healthy are the most likely to engage with Dry January overall, those who consider themselves ‘not very’ healthy at all are the second-most likely to abstain from drinking this month.
Americans Pursue Other Options
Just because it’s a Dry January doesn’t necessarily mean it will be a sober January. Those who use cannabis the most frequently are also the most likely to participate in Dry January this year, with 45% of regular cannabis users indicating their intention to stay off the bottle this month–just one percentage point less than those who said the same last year.
At the same time, interest in drinking mocktails has increased. Thirty-five percent of U.S. adults 21+ are interested in drinking mocktails, up from 31% in 2023 and 26% in 2022.
There is a notable correlation between strong mocktail interest and participation in Dry January, which is a good sign for the ever-expanding NA beverage industry.
Answer our Poll: How have your alcohol drinking habits changed, if at all, over the past year?
This year, Dry January is poised to continue its steady rise in popularity, with an increasing number of Americans starting the year off without alcohol. Whether they’ll be completely sober or turn to other means for getting a buzz, it’s clear that interest in a lower alcohol lifestyle is potentially more than just a buzzy trend.
Note: This post is not to be confused with the official Dry January program, which has more comprehensive protocols.
