New consumer-declared data among U.S. drinkers aged 21+ show that intent to participate in Dry January is continuing to increase, with a modest two-point jump since Dry January 2025 and a four-point increase from 2024, CivicScience reports.

Millennials aged 30-44, women, and parents are the most likely segments to partake this year. This rising intent also aligns with an increasing emphasis on prioritizing health and reducing smoking and drinking as part of 2026 New Year’s resolutions.

Motivations and Alcohol Alternatives

Health considerations, as they were last year, are the most common drivers of Dry January participation, with 65% of participants citing either physical (41%) or mental health (24%) as their primary reason this year. This marks a two-point increase in those seeking to improve their mental health from Dry January 2025. Reasons such as saving money (17%), detoxing from the holidays (11%), and a desire to take a break from alcohol are less common and have each held relatively steady YoY.

As for what participants turn to in place of alcohol, non-carbonated beverages (e.g., juice or tea) are the most common substitutes, followed by soda. Beyond them, the field is fairly evenly distributed among all other alternatives studied, with an equal percentage turning to either cannabis or non-alcoholic beverages (e.g., NA beer, mocktails, or spirits). Notably, 15% say they’re not replacing alcohol with anything. 

Dry January also arrives at a time when the percentage of Gen Pop (21+) who say they’re interested in trying non-alcoholic (NA) beverages, such as NA beer or mocktails, finished off 2025 at 41%. This marks a 35% increase since 2022 and is a six-point increase from 2024 alone.

Coinciding with rising interest in Dry January is an increasing curiosity about a completely alcohol-free lifestyle—50% of drinkers 21+ tell CivicScience they are at least ‘somewhat’ curious about a sober lifestyle, up from 41% in 2024. Dry January may serve as the test for a sober lifestyle for participants, as 71% of those likely to participate in this year tell CivicScience that they hold at least some curiosity about going alcohol-free.

CivicScience's research also finds that among those who say the are participating in Dry January, they expect to increase spending across the wider retail, beauty, and wellness sectors.