Dry Jan over by day 10 for average Brit
New research has revealed how long people across the UK tend to stick to Dry January, with the average Brit only sticking to it for 10 days.
The study, commissioned by the Isle of Wight-based spirits producer Mermaid and carried out by research firm Perspectus Global, surveyed 2,109 adults aged 18 to 65 across the UK in January 2026.
According to the findings, some cities return to drinking within days of the start of January. Respondents in Leicester reported breaking Dry January after an average of three days, followed by Stoke-on-Trent on day four and Plymouth on day five.
Cardiff and Bristol last longest
By contrast, participants in Belfast lasted the longest, with an average of 23 days without alcohol. Drinkers in Cardiff and Bristol also reported staying alcohol-free for more than half the month, breaking the challenge on days 18 and 17 respectively.
Major UK cities tended to fall in the middle of the range. Londoners reported having their first drink around day 11, while respondents in Glasgow, Leeds and Newcastle each averaged day 10.
The researchers suggest the pattern reflects a broader shift away from ‘all-or-nothing’ approach to drinking, with many people instead opting for moderation rather than complete abstinence.
Changing habits
Beyond January, the survey indicates changing attitudes to alcohol consumption more generally. Nearly half of respondents (47%) said they were actively trying to moderate how much they drink, while 35% said they now drink only occasionally compared with the previous year.
This aligns with statistics from market intelligence agency Mintel, which reveal the UK’s no- and low-alcohol drinks market was predicted to be worth £380 million by the end of 2024, before growing to as much as £800m by 2028, according to IWSR projections.
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The trend appears strongest among younger adults. Nearly half (45%) of those in Gen Z and 40% of Millennials said they had attempted Dry January, often adopting a flexible approach rather than aiming to remain alcohol-free for the entire month.
‘Transformative period of growth’
The findings align with wider industry data pointing to growing interest in lower-alcohol options. A recent Drinkaware report found that the proportion of consumers choosing lower-alcohol drinks increased from 25% in 2018 to 33% in 2025.
In December, IWSR said that the no- and low-alcohol drinks market is experiencing “a transformative period of growth”.
Top trends
With low and no drinks continuing to win over consumers, the drinks business recently rounded up the top trends shaping the category, flagging functional drinks, alcohol-free beer on draught and sparkling tea as key areas of growth.
When asked about cocktails specifically, 23% of respondents in Mermaid’s survey said they would consider choosing a lower-alcohol version.
The Mojito was the most popular candidate for a reduced-strength remake, followed by the Daiquiri and the Martini.
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