Is alcohol-free the biggest wellness trend?

Dry January and the move towards sober curiosity

January is associated with a whole host of wellbeing resolutions and promises. Gym memberships typically see a spike in uptake, it's a chance to review habits that perhaps don't serve us so well anymore, maybe you're taking a month to reduce your sugar intake, or, like many, you might be embracing Dry January. Except that in recent years, cutting down on alcohol or cutting it out entirely hasn't been limited to the first month of the year, with Gen Z leading the charge when it comes to sobriety.

Dry January was launched by Alcohol Change UK in 2013 with 4,000 people taking part. By 2023 over 175,000 were officially recorded as getting involved. The initial premise was 'Can a month alcohol-free really make a difference long-term?'. What was interesting was that they found six months after the campaign had finished:

"seven out of ten people have continued to drink less riskily than before. Almost a quarter of the people who were drinking at “harmful” levels before the campaign are now in the low risk category."

The goal wasn't to tell people not to drink, but to find ways to help people discover the benefits of reducing alcohol consumption. This was fuelled by Alcohol Change UK's mission to encourage better habits and to "work for a society that is free from the harm caused by alcohol."

Sobering statistics about alcohol

You don't really need us to detail the damaging impact that alcohol can have on our health. The negative impacts of alcohol are pretty well documented, and a quick Google will bring up a fairly sobering list of issues that can result from misuse, ranging from physical to mental difficulties.

What's perhaps less talked about, however, is how many people struggle with it. Alcohol is often part and parcel of some of the most joyful occasions in our lives, from socialising with friends and colleagues to celebrating special occasions. That's a very nice thing. However, lots of people quietly struggle with the pressure they feel around alcohol, how hard they find it to stop at one drink, or how they battle with its aftereffects.

To place that in numerical context, Alcohol Change notes that:

"In England there are an estimated 602,391 dependent drinkers. Only 18% are receiving treatment."

Some standout data also shows:

• In 2020 there were 8,974 alcohol-specific deaths (around 14 per 100,000 people).
• Alcohol misuse is the biggest risk factor for death, ill-health and disability among 15-49 year-olds in the UK, and the fifth biggest risk factor across all ages.

The trend towards going alcohol-free

All that is pretty heavy reading, but all signs point towards a shift. There's a significant move towards going alcohol free, especially amongst younger generations.

The trend towards limiting or eschewing alcohol has been gaining slow, quiet, global traction for a number of years, but far from being a fleeting fad, it seems to be a movement that's only continuing to grow. For example:

• The term 'sober-curiosity' was credited to author Ruby Warrington and her 2018 book 'Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol'.
• The BBC wrote in 2022 that "Gen Zers are taking it slow as they enter adulthood, either by not drinking at all, or drinking less often and in less quantity than older generations." Continuing that a 2019 report showed "16-to-25-year-olds were the most likely to be teetotal, with 26% not drinking, compared to the least likely generation (55-to-74-year-olds), 15% of whom didn’t drink."
• The Office of National Statistics (ONS) also reported, somewhat conflictingly, that in a survey on adult drinking habits in Great Britain from 2005 to 2016: "Young people aged 16 to 24 years in Great Britain are less likely to drink than any other age group; when they do drink, consumption on their heaviest drinking day tends to be higher than other ages."
• They also reported that teetotalism has steadily increased since 2005, writing: "20.4% of adults in Great Britain, or about 10.4 million people, identified as teetotal. Women were more likely to be teetotal than men (22.6% vs 18.1%)."

Sober-curious lifestyles and the world of wellbeing

On a lighter note, this is all filtering through into the way we behave, including what we buy and how we spend our leisure time.

Amongst the 2025 wellbeing trends we are seeing a rise in functional wellness and adaptogenic drinks featuring ingredients like collagen, herbs, and magnesium for improved energy and cognitive function. Meanwhile, restaurants, bars, and hotels have expanded their mocktail offering in response to consumer demand.

That move is supported by Global Market Insights (GMI) data, reported by Beverage Industry, which notes a shift "toward 'healthier' alternatives, the market is anticipated to depict a 5.5% CAGR through 2023-2032." Don't get us wrong, the alcohol free drink sales are still a fraction of the alcoholic drink sales, but the trajectory is upwards.

There's also been a steady rise in wellness tourism, with the Global Wellness Institute predicting that it will grow by an average of 21% annually through 2025 as the offering gets more exciting, and we all prioritise our wellbeing that little bit more.

The best spas to embrace health and wellbeing

All spas are wonderful places to take time to enjoy your wellbeing. However, for those specifically looking to supercharge their health, there are some that are dedicated to total wellness retreats, whether that's embracing Dry January, starting your own sober-curious journey, or you simply want to supercharge the feel-good-factor for the start of the year. Here are a few favourites to give you a little inspiration.

Data-driven detox: SENSORY Wellbeing at Pan Pacific London

Ultra luxurious, and ideal whether you want to spend a day or a few days optimising your wellbeing, SENSORY Wellbeing at Pan Pacific London is the perfect place for those who like their wellness to come with data rationale. Exquisite on every level, the experience is turbocharged with a data-driven approach if you opt for their unique Body Assessment, which includes the use of their TecnoBody® D-Wall. They offer a complete 360-degree assessment with a food intolerance and allergy testing with their in-house nutritionist, triggering a wellbeing journey that's fully informed and personalised.

Luxury living: The Langley Spa, Buckinghamshire

Proving that detox can be a highly luxurious experience, The Langley Spa exemplifies opulence at every turn. Surrounded by a UNESCO World Heritage Site and National Park, within a royal hunting estate owned by the Duke of Marlborough, the hotel is spectacular and the spa is a purpose-built world of its own. Of course, this is a place you can come for total indulgence, but for those seeking a health boost, it's got the facilities to deliver. A vast thermal suite, including a Himalayan salt sauna with a juniper wall, a brine-infused steam room with a citronite crystal as the focal point, and a hammam are just the beginning. A unique Physio Therm facility offers an infrared technique to improve circulation, stimulate metabolism and detoxify. Then there is a female-only spa area, a VIP suite with a private butler, and carefully considered treatments from Sisley and Sultane de Saba.

Plant-based wellness: Glass House Retreat, Essex

The Glass House Retreat is dedicated to wellness in every form, supporting the environment as well as individual health. The adult-only, eco-friendly retreat is an ultra modern destination where you can become fully absorbed in the wellbeing experience curated by co-founder Joy Jarvis, a lifelong devotee of vegetarianism. The spa covers all aspects of wellbeing from fitness to relaxation and nutrition. Facilities include a salt block sauna, cryotherapy chamber, a gym and a heated leisure pool, while 12 treatment rooms offer everything from cleansing scrubs to full-body mineral boosts to the latest Dermalux® and Lipofirm technology treatments. At meals, plant-based fare is the order of the day, with a nutritious menu based on seasonal fruits, vegetables, nuts, and grains that feed mind, body and soul.

Seaside spa sanctuary: St Moritz Hotel, Cornwall

Embracing the wellbeing beauty of Cornwall's coast and nature's healing powers at the elegant St Moritz Hotel. An Art Deco style hotel enjoying bracing coastal views, this retreat invites you to enjoy the best of luxury and nature combined. Choose from hotel suites or self-catering villas and apartments and enjoy the wellbeing promises of one of the leading luxury spa hotels in Cornwall and the South West. Having opened in 2024, the spa is all-singing, all-dancing, with an outdoor hydro pool, swimming pool, sauna, steam rooms, ice fountains, multi-sensory showers, seating by the pool and immaculate lounge areas. There are also six treatment rooms, where therapists use mood-enhancing Cowshed products - there's even a shop so you can take a little feel-good-factor home with you.

Health spa retreat: Ragdale Hall Spa

Ragdale Hall Spa is an all-inclusive retreat dedicated to health and wellbeing. For more than 30 years it's been a true health spa, committed to proving that luxury and wellness can go hand in hand. In an impressive Victorian country house, stay in grand rooms and suites, and dine on gourmet fare. The spa is an intrinsic part of the experience, with 12 heat and water experiences in the thermal spa (we love the outdoor waterfall pool and colour flow cave) - that's in addition to six pools, a gym, and fitness studios. They also offer more than 100 treatments using Elemis, Clarins, Medik8, Sea Magik and OPI products.