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Interest in Dry January skyrockets in 2024, new data shows

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Many Canadians are considering adopting a new approach to alcohol and their drinking habits in 2024, with interest in Dry January surging online. 76.5% of Canadians report drinking alcohol according to StatCan’s most recent nation-wide survey, of which 6.5 million are considered heavy drinkers. These numbers are likely to decrease as people are increasingly looking for ways to stay dry instead.

According to our analysis of Google Search Trends Data, interest in Dry January among Canadians has increased by a striking 242% in 2024. The skyrocketing interest suggests that many Canadians are looking to make a change in their drinking habits this year, or at least at the beginning of it.

The numbers align with a growing trend of caution toward alcohol in the country. Health Canada readjusted its guidelines for alcohol use in 2023 and explicitly stated that ‘no amount of alcohol is safe’ for citizens.

Dry January interest grows by 242% vs 2023

  • Interest in Dry January in Canada spiked in 2024, increasing by 242% compared to 2023.
  • Closely tracking reported increases in drinking during the pandemic, the search interest signifies a stark change in Canadians’ attitude towards alcohol.
  • Most participants of Dry January cut back on their alcohol intake after succeeding in a month of abstinence, according to research by the University of Sussex. In the survey, 70% of participants experienced improved health and 82% began to think more deeply about their relationship with drink.

(Data collected from Google Trends for the period December 30th till January 5th each year. This is a time frame showing an overwhelming majority of interest in Dry January compared to the rest of the year. For more information, see our sources & methodology section below.)

Dry January interest across Canada

The provinces most interested in Dry January are Newfoundland and Labrador, Alberta, and Manitoba. British Columbia, New Brunswick, and Quebec are the provinces with the least amount of interest, relative to other areas.

(Interest score (1-100). A province with a score of 60 has double the amount of interest as a province with a score of 30.)

Understanding the increasing interest in Dry January

Alcohol consumption surged during the pandemic, according to Canadian health authorities, along with an increase in the abuse of other substances. The skyrocketing interest in Dry January in 2024 can be interpreted as a timely correction to the current standard of drinking and signifies a growing movement of people shunning the risks of alcohol use.

Heavy drinking carries a lot of health risks, ranging from addiction to cancer and heart disease. Research shows that Dry January offers many benefits to participants, even when they don’t succeed in completely abstaining from alcohol. Following Health Canada’s updated alcohol guidelines, 59% of Canadians said they would start thinking more about the associated health risks of drinking, according to an Ipsos poll in 2023. The rekindled interest in Dry January attests to that change in attitude.

Sources & methodology

Dry January interest by year. We calculated the interest in Dry January each year by extracting the Google Trends data for the 7-day period of 30th December to 5th January. Interest peaks during this period, making it the best reference point for highlighting trends.

Google Trends (2016, 2017, 2018, 2019)
Google Trends (2020, 2021, 2022, 2023, 2024)

Dry January interest by province. We used a geographical Google Trends report for the period of 30 December 2023 to 6 January 2024 to determine regional Dry January interest. The Google Trends report does not take into account the three territories Yukon, Northwest Territories, and Nunavut, which suffer from a lack of data.

About Diamond Rehab Thailand

Diamond Rehab Thailand is a well-known luxury rehab center located in the South of Thailand. It offers personalized treatment by a multidisciplinary team for a wide range of addictions, including alcohol addiction, substance addiction and prescription drug abuse, and co-occuring issues such as depression, anxiety, and burn-out.