While wine consumption has fallen by more than 60% in France since the 1960s, it is confirmed that the prestigious French industry is facing serious challenges. According to the latest survey carried out in December by Ipsos for FranceAgrimer and the inter-professional association of AOP and IGP wines (CNIV), only 11% of the French population now consumes wine regularly (“every day or almost”), compared to 16% in 2015.
In 1980, these French regular consumers “represented half” of the national population, recalls this survey. Above all, more than one in three French people (37%) do not consume – or very exceptionally – this emblematic drink.
These figures remind us that in food and drinks, the French want to consume “less but better”. This is particularly true for wine, particularly red, but also for all alcoholic beverages, which almost 20% of French people do without, again according to the study. “Only beer is gaining new consumers,” notes the latter.
Also read: “You shouldn’t forbid yourself anything. You can put red wine on ice: how the industry is innovating to give young people a taste for wine
Since the end of 2021, this hoppy drink has become the favorite alcoholic beverage of the French. It is now largely in the lead in alcohol purchases among those under 35 (40%) according to the professional organization Vin.
But also by adapting the grape varieties and producing wines more in line with current consumption trends: fruitier and lighter wines, rosé wines… A reflection is also underway on smaller containers, or in cans, to multiply the moments of consumption.