2.7 million people have given up on Dry January

Only six days into the new year and reports show that 2.7 million people have already given up their attempts at Dry January, according to a snap poll by KAM Media.

Generation Z and millennials were keenest to take part in the initiative, with under 34s being the most enthusiastic group with 48% due to take part in the ‘Dry January’ challenge.

“30% of UK adults intended to take part in Dry January, according to research we did in December. By 1 January that figure had dropped by 17%. Our most recent poll, conducted on 5 January shows that only 75% of those who actually attempted Dry January are still going strong.

“Given the new lockdown restrictions, it probably doesn’t come as a huge surprise to most,” said Katy Moses, managing director at KAM Media.

Many opt to buy non-alcoholic alternatives so the challenge comes with less of a shock. This year, 75% of people taking part in Dry January turned to non-alcoholic versions of beer and wine to help them achieve their goal.

KAM’s new low and no research has found the UK’s awareness of these products has sky-rocketed in the last year.

“Last year only two thirds of consumers had even heard of non-alcoholic beer, now that figure is three in four. Awareness of non-alcoholic spirits and wine has also grown significantly.

“Sales have boomed in the low and no categories this year, and we expect them to play an increasingly important role both at-home drinking and in the on-trade” Moses said. If you’re still participating in a booze-free January then check out our favourite no and low products here.

According to Alcohol Change UK, the charity behind Dry January, 6.5m people in the UK, accounting for 12% of the UK adult population, are taking part in the challenge, while KAM Media’s research found that 10.8m people began the challenge on 1 January.