Real Dry January hits Brits as we drink much less water when the climate is chilly
New research has revealed that Brits drink much less water and are more dehydrated over the colder winter months, even though many of us include drinking more water as one of our resolutions
Plenty of Brits are dehydrated over January(Image: )
‘Dry January’ has taken on a new meaning this year as new research reveals that the vast majority of Brits get more dehydrated over winter.
Winter throws hydration habits off track, with 95% of Brits confessing they don’t drink as much water in January and 66% of Brits saying it’s harder to remember to hydrate in the cold months. Making matters worse, almost half (45%) don’t know that cold weather suppresses the body’s natural thirst cues, which may contribute to low fluid intake.
The survey, conducted by Hydration Booster by Gatorade, found that 51% say they don’t feel as thirsty in cold weather, while 33% find drinking water chilly or uncomfortable during winter.
Despite recognising the importance of hydration – with 64% naming “drinking more water” as part of their New Year’s resolutions – a staggering 84% still drink under two litres per day.
Interestingly, behavioural cues play a crucial role in how we hydrate. 62% of Brits say they’ve taken a sip of water after hearing someone else drink, while 50% say that the very sound of water, from a dripping tap to a running bath, prompts them to hydrate.
To close the “January thirst gap”, Hydration Booster by Gatorade is launching the world’s first science-backed alarm “Thirst Trap”, an innovative hydration nudge designed to prompt natural thirst cues and encourage people to stay hydrated.
Featuring ASMR (Autonomous Sensory Meridian Response) creator Emma Smith (@WhispersRed), one of the UK’s leading ASMR creators, the track layers sensory-rich hydration cues – the slow pour, the tear of a sachet, the fizz, the first crisp sip – designed using behavioural science insights to reignite thirst in colder environments.
Brits say they want this kind of nudge. Six in ten (60%) rely on feeling thirsty as a cue to drink water – often when they’ve already left it too late. Nearly half (48%) say an audio reminder would help them drink more regularly, while half (50%) find hydration-related sounds, such as running water or sipping, motivating.
HCPC Regulated Psychologist Dr Tara Quinn-Cirillo, whose expertise informed the ASMR alarm design, said: “Our brains instinctively link sensory cues to drinking behaviour. When we see or hear thirst triggers – like water being poured, cold droplets, or fizz – this activates neurons in the amygdala, the brain’s thirst centre, motivating us to drink.
“Drinking releases dopamine, reinforcing this behaviour, and cold drinks in particular produce a stronger feeling of being quenched. Gatorade’s new ‘Thirst Trap’ alarm uses these behavioural science insights, blending cues like pouring, clinking and fizzing to help consumers overcome suppressed thirst cues during the winte months and prompt them to hydrate.”
Dr Vlad Sabou, of the Gatorade Sport Science Institute added: “Maintaining hydration year-round is crucial for optimal physical and cognitive performance 2, but cold weather can impair thirst perception 3 – leading potentially to an overall underconsumption of fluids 3. This is important as even a 2-3% body water deficit can influence mood, increase fatigue, reduce alertness 4 and aerobic performance 2.”
Gatorade’s sensory ‘Thirst Trap’ provides a science-backed alarm to prompt water intake. When paired with Hydration Booster by Gatorade, with its precise blend of electrolytes and carbohydrates, it provides hydration support for busy, active lives whether on the commute, during exercise, or as part of the morning routine.
Those looking to build healthier hydration habits this New Year can download the Thirst Trap Alarm here.
Hydration Booster by Gatorade® is an advanced blend of carbohydrate-electrolytes in powder sachets, available to purchase in Lemon Lime, Cherry Lime and Strawberry Watermelon for £17.00 (12 pack) from Gatorade.co.uk and Amazon .
