Preliminary Dry January 2026 participation research found that more than one in four alcohol buyers were planning to participate and refrain from drinking alcohol for the month, according to research firm Numerator.
Of those planning not to drink in January, 43% were planning to participate in Dry January for the first time; while over half (57%) are repeat participants, with the majority of repeaters (nearly nine in ten) successfully reducing or eliminating alcohol consumption during prior attempts, according to the report.
“Over the past three years, Numerator has found that alcohol beverages have seen a consistent decline in share during January, down three percentage points overall, signaling a sustained lifestyle shift rather than a temporary post-holiday reset. … Alcohol’s share of total beverage sales has steadily fallen from 46% in January 2022 to 43% in 2023, 42% in 2024 and 41% in January 2025, with a three-year average share of 44%,” Numerator wrote.
The research also asked participants about their motivations for joining Dry January. Most answers were health-driven, with 47% of respondents looking to start the year on a healthier and more financially stable note, 32% participating to prove they can abstain and 30% aiming to save money.
When January ends, 13% of respondents said they plan to cut back on alcohol even after the month is over, and 42% said they are undecided about returning to drinking alcohol.
“Dry January creates a strong opportunity for functional and non-alcoholic beverages as consumers shift their purchasing behavior and seek alcohol alternatives. In Numerator’s Verified Voices research, more than one-third of participants plan to maintain their usual routines while simply cutting out alcohol, meaning the need for beverage replacements remains. During this period, consumers most often turn to coffee and tea (43%), still water (33%), sparkling water (30%), soda and soft drinks (30%) and juice (25%),” the report said.
A recent Datassential report found that American drinking habits are changing significantly, with many people starting to drink less—or not at all.
The market research company reported that one in five drinkers said they skip alcohol more often when out, with a similar share intentionally limiting how much they drink per outing. Additionally, the share of drinkers who enjoy alcohol at least a few times per year has declined by 6%, with many reporting drinking less often both at home and away from home.