Dry January is no longer just a personal challenge. As highlighted by Occitanie Tribune, it has become a true collective movement in France, reflecting a major shift in lifestyle habits and consumer expectations.
More and more people are embracing January as a moment to reset, improve their well-being, and rethink their relationship with alcohol — without giving up social moments and celebration.
According to the latest data from the Chavin & CSA Observatory, the trend is accelerating rapidly. 30% of French people say they have already taken part in Dry January, representing a significant increase of +11 points compared to 2024.
In January 2025 alone, 21% of French consumers participated in the challenge, proving that the movement is becoming mainstream.
Even more striking: 44% of French people say they are considering joining the next Dry January edition.
And the movement continues to expand beyond early adopters, with 17% planning to participate for the first time in 2026.
These figures confirm a strong societal evolution. Dry January is no longer perceived as restrictive, but rather as a positive and modern lifestyle choice. The study also shows higher participation among women, young adults and premium consumers particularly those interested in discovering high-quality non-alcoholic alternatives.
Dry January is no longer a trend. It is becoming a cultural movement. And Chavin is proud to be part of this positive transformation.