Infographic: Dry January is progressing... but not everywhere!

Dry January continues to influence the non-alcoholic beer market in Europe. But the dynamics are not uniform.

In our new infographic, we analyze the evolution of the share of non-alcoholic beer in January 2026 vs January 2025 in France , the United Kingdom and the Netherlands .

👉 In France, the movement is accelerating significantly.

👉 In the United Kingdom, the trend remains positive but more moderate.

👉 In the Netherlands, the January peak seems to be easing despite a structurally high level.

These developments raise an interesting question: is Dry January continuing to gain ground… or are we witnessing a deeper transformation in consumer behavior?

Discover all the key figures and the complete analysis in the infographic:

Download the infographic

Source: Fyre Market Panels – data expressed as a share of sales within the beer category.