Ipsos in the UK has conducted new research, highlighting trends around alcohol consumption among British adults during the month of January. 

Key findings

  • A nation of drinkers: Eight in ten British adults consume alcohol, with men (50%) reporting higher consumption rates than women (41%).
  • Over half did not try to abstain from drinking in January:
    • Among British adults who partake in drinking, over half (53%) did not contemplate abstaining from alcohol during January.
    • One in five (21%) refrained from drinking so far in January but did not intentionally choose to abstain, with this behaviour more prevalent in women (27%) compared to men (15%).
  • Just 14% decided to abstain from alcohol in January: Overall, 14% of those who drink decided to have a sober start to the year. Of those,
    • 53% were successful
    • 19% lasted a few weeks
    • 18% lasted a week
    • 10% lasted a few days

Commenting on the findings, Peter Cooper, Research Director at Ipsos said:

Britain is undoubtedly a nation that loves the pub, with over half not even contemplating laying off the booze to start the year. But while the intention to abstain in January appears modest, particularly among men, it is noteworthy that a significant portion of the population shows an ability to reduce intake unintentionally. This suggests opportunities for creating support frameworks that encourage mindful drinking habits.

Technical note: 

  • Ipsos Observer interviewed a representative quota sample of 1,079 adults aged 18-75 in Great Britain using its online i:omnibus between the 23rd – 29th January 2026.
  • Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.