Skint Brits to ditch pubs but gorge on meat this month

More than a quarter (28%) of Brits plan to stick to a “no‑spend challenge” this January, with a further 32% cutting back while still allowing the occasional non‑essential purchase, while nearly three-fifths plan to ditch booze but also put “Veganuary” firmly on the back burner.

With the cost‑of‑living crisis continuing into 2026, consumer research firm Attest’s survey of 1,944 UK adults reveals that half (50%) plan to reduce spending to save money more quickly, while nearly a third (32%) are doing so specifically to pay down debt.

These findings follow Attest’s 2026 UK consumer trends report, released in December, which exposed the growing financial vulnerability facing UK households.

The data shows one in four adults has no emergency fund, and an additional 15% have less than £500 in savings, leaving 41% highly exposed to unexpected expenses. In real terms, that equates to as many as 17.6 million people at heightened risk of falling into debt this year.

Younger adults are significantly more likely to reassess their spending. Nearly seven in ten 18–24‑year‑olds (68%) and 25–34‑year‑olds (69%) say they plan to cut back this January, compared to just under half (49%) of those aged 55–64. This aligns with broader 2026 trends: 60% of 25–34‑year‑olds say they will consider using Buy Now, Pay Later (BNPL) loans this year, with 38% expecting to rely on them regularly.

Meanwhile, over a quarter of UK adults (27%) intend to give up alcohol completely for Dry January, while a further 31% are choosing a “Damp January” by reducing their consumption, according to new research from Attest. In total, 58% of Brits are planning to drink less this month.

The findings will make uneasy reading for the UK pub sector, already under pressure after 2025 saw pubs closing at a rate of one per day, driven by rising costs and declining alcohol consumption. And the shift may not be temporary: 42% of Dry January participants – 11% of respondents overall – view the month as a starting point for longer‑term moderation or abstinence. That could mean as many as 4.7 million Brits on course to reduce their alcohol intake for the rest of the year.

And, rather than switching to alcohol‑free beer (15%), wine (8%) or spirits (4%), the majority plan to opt for tea or coffee (54%) as their social drink of choice. This shift is reflected in where people will gather: beyond home (69%), coffee shops are the most popular external social venue for Dry January (44%), highlighting a significant opportunity for cafés to strengthen their role as healthier social hubs.

Finally, the has also been a major drop in Veganuary participation across the UK, with just 2.5% of Brits taking part this year – down sharply from 11% in 2025. Instead of committing to a fully vegan month, many consumers are shifting toward a more flexible, “reducetarian” approach. In fact, 18% plan to reduce their intake of animal products this January, even if not going fully plant‑based.

Among people cutting back on animal products this month, 48% say they’ll intentionally scale back their consumption, 27% plan to follow a mostly plant‑based (flexitarian) diet with some animal products, and 22% will adopt a semi‑vegetarian approach, eating vegetarian meals with occasional meat.

This shift suggests that while enthusiasm for strict vegan challenges may be waning, consumers remain engaged in shaping their diets around health, sustainability, and personal experimentation.

Attest chief executive Todd Latham said: “January is often a moment for financial resets, but this year the data shows a more urgent shift. Large numbers of consumers, particularly younger adults, are tightening their budgets out of necessity – not just habit. Brands, retailers, and policymakers must understand these rapidly changing behaviours as households navigate another challenging year.”