Alcohol Cravings & Social Pressure Make Dry January Harder Than Many Expect
NEW YORK–(BUSINESS WIRE)–Oar Health, a virtual care platform offering access to medication for alcohol use disorder (AUD), today released new data that found that 47 percent of people who drink alcohol at least once a month have attempted Dry January before, showing that what started as a personal challenge has grown into a mainstream moment.
With participation at an all-time high, the findings reflect a shift in how Americans approach alcohol and moderation, offering insight into who participates, what challenges they face, and what helps them succeed.
“Dry January isn’t just a niche wellness challenge anymore,” said Jonathan Hunt-Glassman, Founder and CEO of Oar Health. “This data shows that people are highly motivated by health goals, but social pressure and cravings remain the toughest obstacles to getting through the month. The good news is that success is possible when people have access to the right tools, which we see every day with our members.”
Who Participates and Why
Dry January participation varies by age, income and region:
- Millennials (ages 29-44) rank the highest of any age group to attempt it at 51 percent, while Boomers (ages 61-79) have the lowest participation at 30 percent
- High earners report more attempts, with 55 percent of people earning over $250,000 participating, compared to 44 percent of those earning under $50,000
- Cold weather might have an impact, with the South reporting the highest participation at 51 percent, while the Northeast and Midwest reporting the lowest at 43 percent and 44 percent
The most common reasons reported for trying Dry January were to improve their health, reduce overall drinking, lose weight, or reset after the holidays.
Dry January Success & Challenges
Overall, 73 percent of Dry January attempts are successful.
However, among the 27 percent who did not complete the full month, there are some key factors that stand out.
Compared to completers, non-completers are:
- Four times as likely to say Dry January was harder than expected (75 percent vs 19 percent)
- Twice as likely to have experienced alcohol cravings (62 percent vs 33 percent)
- Seventy percent more likely to have experienced pressure to drink (86 percent vs 50 percent)
- Twenty percent less likely to have used some form of support (16 percent vs 20 percent)
Beer and wine are the most likely to be craved, while friends and social events are the most likely to apply pressure.
The biggest reasons to cause people to drink were celebratory events, cravings, social pressure, and anxiety.
When Do People Quit Dry January
- The second weekend of January is the highest-risk period for quitting
- The median duration lasted 15 days
- Friday was the most common quitting day (49 percent), followed by Saturday (25 percent)
In 2026, Oar Health predicts that Friday, January 16th will be the single most common quitting day.
Support That Works
While online communities are the most common form of support used, medication and substituting non-alcohol drinks were shown to be the two most effective pathways for success, with 89 percent of people who used those types of support completing the full month.
As millions of people look to start the new year alcohol-free, Oar Health continues to provide support for mindful drinking by offering convenient, private, effective, and judgment-free care. People seeking to drink less or quit entirely can complete an online consultation with a healthcare professional to receive a treatment plan and prescription for naltrexone or Clutch™, Oar Health’s new compounded, sublingual medication. Medication is delivered directly to their door within 2-3 days, with ongoing access to clinical care, health coaching, digital check-ins, education, and community support.
The full State of Dry January report is available here.
About Oar Health
Oar Health is a virtual care platform offering FDA-approved medication to help people drink less or quit. Built by a former patient and backed by pioneers in addiction medicine, Oar delivers a daily pill plus expert guidance. No judgment, just help. Learn more at www.oarhealth.com.
Contacts
Media Contact:
Hanna Refvik
SolComms
[email protected]
