A YouGov poll, commissioned by charity Alcohol Concern, found that over 3.1 million people are planning to do Dry January and ditch alcohol for a month.

The poll of 2,086 members of the public found that those between the ages of 35 and 54 were most likely to give up alcohol for health and financial reasons, with 7 per cent saying they planned to give up booze. 

Those in Northern Ireland were most likely to abstain (10 per cent), followed by drinkers in the North East (8 per cent).

Alcohol Concern chief executive Dr Richard Piper said: "Alcohol is the biggest cause of death, ill-health and disability for people aged 15-49 in the UK - but these tragedies are all totally avoidable. 

"Dry January is growing year-on-year as more people across the country decide to take control of their drinking and reap the benefits, both in how they feel now and for their future health." 

But The Caterer said that for pubs and restaurants it means further pressure in 2018 on top of the wage and food inflation that has cut profits this year.

The campaign is endorsed by Public Health England, which said that Dry January was based on sound behavioural principles and that it helps re-set drinking patterns for weeks or even months. 

Two-thirds of those who attempt Dry January make it through the month without drinking.