Oar Health, a telehealth platform helping people reduce or stop drinking with medications for alcohol use disorder (MAUD), including FDA-approved naltrexone, today released its State of Sober October 2026 Report. The survey found that the Americans who stand to benefit most from a month of reduced drinking remain the least likely to attempt it. Heavy drinkers are the most aware of Sober October of any group, yet half as likely to plan it, and four times more likely to expect it to be a struggle.

“Every year, more people try to moderate or quit their drinking, but too often the only tool they’re handed is willpower, and it isn’t enough,” said Jonathan Hunt-Glassman, founder and CEO of Oar Health. “It doesn’t have to be this way. As more people come to see moderation as a legitimate form of recovery, not just a New Year’s resolution like Dry January, the need for proven tools like naltrexone becomes clear. I spent 15 years trying to change my relationship with alcohol through willpower alone before I found an approach that worked for me. People struggling with cravings this month don’t need more discipline. They need evidence-backed treatment.”

Why Heavy Drinkers Struggle

  • Heavy drinkers are the most aware of Sober October of any group, yet half as likely to plan it, and 4x more likely to expect it to be a struggle

  • 92% of those who attempt it experience alcohol cravings, and strong cravings triple the odds of quitting early

  • 72% of cravings hit before the halfway mark of the month

  • Men are nearly twice as likely to attempt Sober October, women are more likely to complete it, and less likely to report cravings (52% vs. 61%)

“Cravings aren’t a failure of willpower, they’re a predictable part of the brain’s response to removing alcohol,” said Dr. Joseph Volpicelli, MD, PhD, Executive Director of the Institute of Addiction Medicine, emeritus associate professor of psychiatry at the University of Pennsylvania, and senior advisor at Oar Health. “Naltrexone and other FDA-approved medications for alcohol use disorder can reduce those cravings directly. Knowing the first two weeks are hardest, and that effective treatment exists, changes the odds significantly.”

Additional findings shaping how Americans approach Sober October:

Half of Gen Z Won’t Attempt a Fully Sober October

  • Half of Gen Z won’t attempt a fully Sober October this year, opting for a “Damp October” of moderate drinking instead

  • Gen Z who attempt it are 2x as likely to build in exceptions for drinking, compared to older generations

  • Gen Z is nearly 3x more likely than Boomers to know about Sober October, a generation that’s aware, but still figuring out how to follow through

GLP-1 Users Are 2x as Likely to Do Sober October

  • 1 in 5 drinkers has taken a GLP-1 medication, and they’re 2x as likely to have done Sober October

  • GLP-1 users are also more likely to plan Sober October again this year

  • GLP-1 users drink about the same amount as everyone else overall, pointing to a broader shift in health behavior, not just less drinking

The Northeast Ranks Last for Sober October Awareness

  • The Northeast is the least aware region in the country when it comes to Sober October (21% vs. 33% in the South and 32% in the West)

  • The region is also the least likely to plan it this year (19% vs. 28% in the South and 29% in the West)

  • New York ranks last nationwide among individual states for awareness

  • The Northeast already drinks less than any other region (4.7 drinks per week), while the Midwest drinks the most (7.4)

Money, Not Health, Is Why Most Americans Plan Sober October Over Dry January

  • Saving money is 2x as likely to be people’s main motivation for Sober October as it is for Dry January

  • Participants are more motivated by saving money than health benefits, including better sleep and a clear head

  • Sober October participants typically save $100 to $250 in a single month, with 1 in 4 saving $250 or more

  • More people also finish the month: Sober October outperforms Dry January (85% vs. 73%), giving more participants the chance to see those savings through

The full State of Sober October 2026 Report, including additional breakdowns by region, generation, and gender, is available here.

About Oar Health

Oar Health is a virtual care platform offering FDA-approved medications for alcohol use disorder (MAUD), including naltrexone, to help people drink less or quit. Built by a former patient and backed by pioneers in addiction medicine, Oar delivers a daily pill plus expert guidance. No judgment, just help. Learn more at www.oarhealth.com.

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