The Dry January movement gained lots of popularity over the past five years. The sober month is especially prevalent in the UK where it is practically de rigeur. However, these are not normal times. A new study reported that one in four Britons have already given up other pledge to quit alcohol for 30 days.
The snap poll conducted by KAM Media found that by January 5, some 2.7 million people had abandoned their plans for a sober month.
The study also noted that originally 30% of adult UK residents planned a Dry January. However, 31% of that group gave up before the month even started. An additional quarter of participants gave up in the first five days as detailed above.
(A separate study revealed that 13% of adult US citizens are taking part in Dry January.)
Generation Z and ‘young Millennials,’ defined as those under the age of 34-years-old, made up the bulk of the teetotalers. The demographic comprises some 58% of participants.
KAM added that 75% of the temporary Recahbites planned to use alcohol-free brews or wines as a substitute for the real deal. The group speculated that this figure was indicative of the growing low/no ABV sector.
