July 23, 2024


World's finest Food

‘We have gone from curiosity-based consumption to structural consumption’

Globally, wine consumption figures are flat: in fact falling over the last few years (down 3.6% in 2020, according to OIV, although this year was impacted by COVID-19).

Organic wine, however, may offer a bright point for the wine industry: although still a niche sector, it is showing strong growth in some key wine markets where it is becoming a regular purchase for wine drinkers.

And its sustainability credentials are helping it resonate with younger consumers: a complex demographic the traditional wine industry has sometimes struggled to appeal to.

Consumers now buy organic more often

Organic wine is increasingly resonating with consumers. In Western Europe – a traditional wine consuming region thanks to mega producers France, Spain and Italy – around 29% of consumers say they have made organic wine part of their consumer basket. This represents an increase from 2015 when this figure was 17%.

In France – a leader in both producing and consuming wine – the increased interest has been particularly pronounced: 36% of consumers drink organic wine.

“For me, the most significant thing is that we have gone from curiosity-based consumption to structural consumption,” ​said Nicolas Richarme, president of the southern French organic wine trade association SudVinBio. The association brings together more than 500 companies from the organic sector and stages the Millesime Bio organic wine trade fair in Montpellier every year.

“The gap has gone down between consumers who say they have drunk organic wine, even if only once in their lives, and regular consumers. More than a third of French consumers buy organic wine often.