The Surprising Truth About Dry January
"Damp" is the new dominant force
Nearly 1 in 4 U.S. drinkers (23%) are going "Dry" or "Damp" this January. Our survey of 1,869 consumers reveals it’s not about abstinence, but intentional control, wellness stacking, and ritual replacement.
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- Damp January participants are actually more wellness-driven than Dry participants (higher on physical health, weight/fitness, and mental clarity).
- A small but powerful “identity shift” segment (16%) is supercharging demand for sophisticated NA spirits, wine, and mocktails.
- Women and men participate at similar rates among drinkers, but women frame it as holistic self-care while men treat it as a rule-based reset.
These insights are exclusively ours, coming directly from our consumers, including the first clear evidence that Damp January is quietly outpacing full Dry.
Perfect for:
- Beverage brand teams planning NA innovation
- Marketers targeting moderation trends
- Journalists and writers covering wellness culture
- Anyone tracking the future of alcohol consumption