he UK’s relationship with alcohol has fundamentally shifted, according to new research commissioned by TRIP, the world’s leading calming drinks brand, from CensusWide. With one in three adults taking part in Dry January 2026 – equating to 17.5 million people, making this the biggest Dry January on record. The shift is not a short term reset either. According to new nationwide research, the majority of the UK drank less than ever before in 2025 and plan to drink even less in 2026 (!), signalling a long term change in how the nation prioritises health (Source: Censuswide UK, 2026).
Despite drinking less alcohol, consumers have not abandoned the ritual of drinks altogether. People are still looking for drinks to relax as well as socialise and unwind in the evening, but are overwhelmingly choosing non-alcoholic options. Demand is rising for drinks with less sugar, no alcohol and added functional health benefits, reflecting a new definition of what a “good drink” looks like (Source: Censuswide UK).
Contrary to popular belief, Millennials are driving Britain’s move away from alcohol more than Gen Z. The research reveals:
- 65% of Millennials plan to drink less in 2026, compared to 63% of Gen Z
- 70% of Millennials agree feeling good the next day matters more than drinking, compared with 52% of Gen Z
- 58% of Millennials state alcohol is no longer their favourite way to unwind, compared 48% of Gen Z
- 61% of Millennials agree drinking alcohol negatively impacts how they feel in terms of sleep, mood and anxiety, compared with 53% of Gen Z
The shift extends beyond younger demographics, with Gen X and Boomers joining the movement:
- 55% plan to drink less alcohol in 2026
- 47% drink less frequently than two years ago, compared to just 7% drinking more
- 58% of no longer reach for alcohol to relax
- 40% are actively rethinking their relationship with drinking
The motivation behind this change is clear: As people are concerned about burnout, improving mental and physical health become the primary driver of drinking decisions, overtaking traditional lifestyle levers (Source: Censuswide UK, 2026). When asked what are their most important health concerns, consumers today are most concerned about weight loss, sleep and stress, ranking these above diet, exercise and immunity. Cutting down on alcohol and switching to healthier alternatives is increasingly seen as one of the most effective ways to support these priorities (Source: New Consumer Survey, n=3,294, 2025).
- 62% would rather feel good the next day than enjoy a night out drinking
- 50% view regular alcohol consumption as one of the worst things for physical and mental health
- For those drinking less, improving overall health and wellness is the top motivation
- 50% of Gen Zs and Millennials rank alcohol reduction as more beneficial to wellbeing than eating a balanced diet or exercising
- 39% consider switching to alternatives like alcohol-free beer or calming drinks such as TRIP among the best choices they’ve made for their health
As the UK’s drinking habits transform, TRIP has emerged as the nation’s new drink of choice and is now the fastest growing soft drinks brand over the last 20 years (Source: Alantra). In the last 30 days, TRIP outsold every single beer brand on Amazon, a clear signal that consumer habits are shifting at pace (Source: Amazon UK sales, Helium 10 (Top 100 Products, L30Days 06/01/26). A clear signal that consumer habits are shifting at pace. Offering functional soft drinks infused with ingredients such as magnesium and Lion’s mane, TRIP is designed to help people unwind without alcohol, with uniquely refreshing flavours and a focus on low calories and zero added sugar.
TRIP offers a range of functional soft drinks infused with ingredients such as magnesium or Lion’s mane, designed to help people unwind without alcohol. With uniquely refreshing flavours and a focus on low calories and zero added sugar, TRIP is increasingly being chosen in moments where alcohol once dominated. From daytime stress management to evening relaxation, functional drinks are stepping into the role alcohol previously played, without the compromise.
“From daytime stress management to evening relaxation, functional drinks are stepping into the role alcohol previously played, without the compromise,” said Olivia Ferdi, Co-Founder and CEO of TRIP. “With record participation in Dry January 2026 and growing momentum behind long-term moderation, functional drinks are no longer niche alternatives. They’re becoming the default choice for a generation that wants to feel better, sleep better and stress less, while still enjoying the ritual of a great drink.”
