health

February 2, 2026

Damp January: is the age of abstinence coming to an end?

This year, there has been a significant softening of the dry January trend. But why?

Damp January: is the age of abstinence coming to an end?

TL;DR

  • The 'Dry January' trend is declining in the UK, replaced by 'damp January'.
  • Waitrose data shows a smaller drop in alcohol sales during January compared to previous years.
  • A significant portion of people aiming to reduce alcohol consumption chose moderation ('damp') over complete abstinence ('dry').
  • This shift is driven by a desire for moderation and mindful drinking, prioritizing physical and mental health.
  • The trend is observed in the US as well, with consumers focusing on how drinking less makes them feel.
  • Experts note a move away from 'all-or-nothing' mentality towards more mindful moderation.

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