New surveys indicate growing interest in dry January
One in seven Americans participates in Dry January, according to several recent surveys.
The month-long sobriety challenge, which began as a public health campaign in the UK around eight years ago, has become a popular way for many US consumers to start the New Year on a healthier note. .
Surveys from Morning Consult, YouGov and Attest Surveys all found that up to 15% of Americans plan to give up alcohol in the first month of 2021.
In a survey of 2,200 American adults earlier this month, Morning Consult find that 13% gave up alcohol to start the year. This figure is up slightly from 11% of adults who in previous years said they would eliminate alcohol from their lives for the entire month of January.
Among those who drink alcoholic beverages, 23% said they abstained to start the year, compared to 16% who said they had dried up in 2020, YouGov reports.
A third survey of 1,000 Americans that was conducted by Attest and commissioned by Dry soda company, a Seattle-based producer of alcohol-free “botanical sparkling,” also found that 15.2% planned to participate in Dry January. Another 10.5% said they might consider giving up alcohol, while 7.5% said they plan to drink less but not completely abstain.
Reasons for get sober in January range from the desire for better health (79%), to reducing overall alcohol consumption (72%), according to Morning Consult.
About 51% of those who took the Morning Consult survey said annual participation in Dry January was a reason to do it again in 2021.
One of those people who has cut alcohol for the dry January in each of the past 12 years is Chicago resident Maggie Falkenberg.
“Not only is it a good reset after all the drinking and food consumption while on vacation, but it feels good to start the year off with an accomplishment that benefits my body and mind,” he said. -she explains.
Falkenberg, who hasn’t completely eliminated alcohol from her life, said she has noticed an increasing number of her friends and family are joining the dry January trend in recent years.
According to Bill Shufelt, the founder of the alcohol-free beer company Athletic brewing, traffic to his company’s website is up 500% from last January.
“We see a wide range of very important influencers, athletes and celebrities on social media openly discussing sobriety as the ultimate hack in life,” he said.
While online chat around alcohol abstinence could increase, only 6% of adults who responded to the Morning Consult survey said they knew a celebrity or influencer participating in Dry January.
Likewise, the Attest survey found that nearly 60% of American adults had never heard of Dry January, yet 35% of respondents admitted to taking a break as part of a “sober month,” d ‘diet or for other reasons.
Perhaps the ongoing coronavirus pandemic could be a bigger factor in the desire to reduce alcohol consumption.
Attest found that around 18% of people have been drinking more to “manage stress” since the start of the pandemic.
Meanwhile, Morning Consult reports that 49% of adults surveyed decided to attend Dry January this year because they “drank too much during COVID-19.”
Darren Rovell, a popular social media personality and investor in Athletic Brewing, said his alcohol consumption initially increased during the first phase of the pandemic before declining for the rest of the year.
“I couldn’t wait to get out of the gate for the first month,” he said. “I told myself I can’t do this.
Rovell, who is participating in Dry January for the second year in a row, estimates that his overall alcohol consumption actually declined by about 75% last year.
“I probably drank 50 alcoholic drinks,” he says.
Many occasions when Rovell allegedly consumed beer or wine have been replaced by non-alcoholic beer.
According to market research firm IRI, off-site dollar sales of non-alcoholic beer increased 37.7% in 2020, to reach $ 188 million.
For his part, Shufelt said that Athletic Brewing’s sales at off-site retailers grew 500% in 2020, surpassing total sales of “craft” non-alcoholic beer which grew by an equally impressive 309%.
A Morning Consult 2019 survey also find that 46% of American adults had tried non-alcoholic beer.