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95% don't drink as much water in the new year as they do in July, when they drink the most, with two thirds saying it's trickier to remember at the start of the year. A lmost half don't know that cold weather suppresses natural thirst cues.

The survey of 2,000 adults, conducted by Hydration Booster by Gatorade, found that 51% feel less thirsty in cold weather, while 33% find drinking water too cold in winter. Despite recognising the importance of hydration, with 64% noting 'drinking more water' as part of their New Year’s resolutions, 84% still drink under two litres a day.

Interestingly, behavioural cues play a crucial role in how we hydrate. More than six out of 10 (62%) Brits feel the urge to have a sip of water after hearing someone else drink. Half say the sound of water, from a dripping tap to a running bath, makes them thirsty.

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Hydration Booster has launched the world's first science-backed 'Thirst Trap' alarm, f eaturing ASMR creator Emma Smith. The track layers sensory-rich hydration cues - the slow pour, the tear of a sachet, the fizz and the first crisp sip.

Psychologist Dr Tara Quinn-Cirillo, whose expertise informed the ASMR alarm design, said: "Our brains instinctively link sensory cues, especially with drinking behaviour. When the right auditory triggers are activated they can reignite the desire to hydrate, even in environments where natural thirst cues are suppressed such as cold weather. "

Dr Vlad Sabou, of the Gatorade Sport Science Institute, said: "Maintaining hydration year-round is crucial for optimal cognitive and physical performance. Most people are unaware that cold weather can suppress thirst perception, leading to an overall underconsumption of fluids.

"This is important as even a two to three per cent body water deficit can increase fatigue, negatively impact mood, reduce alertness and aerobic performance.”