The Rise of Damp January: Why Brits Are Choosing Moderation Over Abstinence
This year has witnessed a significant shift in the traditional Dry January movement across the United Kingdom, with a growing trend toward what is now being termed Damp January. Rather than committing to complete alcohol abstinence for the entire month, many individuals are embracing a more moderate approach that allows for occasional drinking while still aiming to reduce overall consumption.
Evidence from Waitrose: A Softening Trend
According to data from Waitrose, there has been a significant softening of the Dry January trend in 2026. Alcohol sales in January this year were down just 25% compared to other months, which represents a notable decrease from January 2022 when sales dropped by 42% on average. This indicates a clear movement away from the all-or-nothing mentality that has characterised previous years.
Pierpaolo Petrassi, Waitrose's head of beers, wines and spirits, commented on this evolving consumer behaviour, noting that customers are increasingly moving away from the 'all-or-nothing' mentality and instead look towards more mindful 'damp' moderation.
The Psychology Behind the Shift
Research suggests this trend extends beyond mere convenience. A survey of 1,869 American adults conducted by consumer research firm Curion in late December found that people are no longer primarily asking Can I go 30 days without drinking? but rather How do I feel when I drink less – and what do I replace it with?
Katie Fellowes, senior vice-president of strategic insights at Curion, explains that those choosing moderation over complete abstinence are typically more motivated by health considerations – both physical and mental – than those attempting strict Dry January challenges. She notes that cutting back rather than cutting out completely delivers many of the benefits they want without the sense of punishment.
The Numbers Tell the Story
The data reveals compelling statistics about this behavioural shift:
- Of the 58% of the UK public aiming to reduce alcohol consumption, 31% opted specifically for a Damp January approach rather than complete abstinence
- This represents a significant proportion of the population choosing moderation over elimination
- The trend appears to be part of a broader wellness movement rather than simply a test of willpower
This evolution in drinking habits reflects changing attitudes toward alcohol consumption in contemporary society, where mindful moderation is increasingly viewed as a sustainable approach to healthier living rather than temporary deprivation.
