Damp January Decoded: Consumer Shifts Restaurant Operators Need to Understand

3 Min Read By MRM Staff

Dry January has evolved into a movement of intentional control and wellness spearheaded by the rise of "Damp January," according to a survey from Curion that found 23 percent intended to follow this trend of moderation or abstinence last month.

“Dry and Damp January are signals of a permanent shift in guest behavior, not a temporary fad,” said Katie Fellows, SVP of Strategic Insights at Curion, adding that restaurants that respond by offering high-quality, profitable, and normalized non-alcoholic (NA) options will: 

Capture incremental beverage revenue

Increase guest satisfaction and inclusivity

Stay relevant as moderation becomes a year-round mindset

Among the key points: 

Damp January participants are actually more wellness-driven than Dry participants A small but powerful “identity shift” segment (16 percent) is supercharging demand for sophisticated non-alcoholic spirits, wine, and mocktails.

Women and men participate at similar rates among drinkers, but…