Who is drinking organic wine? - Dining and Cooking

Global demand for organic French wines remains resilient, according to trade association SudVinBio. However, with production continuing to outstrip sales, who should producers be targeting?

Who is drinking organic wine?

Demand for organic French wines has been on an upward global trajectory for the past decade. Value sales of French organic wines rose 7% in 2024, according to SudVinBio’s findings.

The organisation described the demand for organic wines as “resilient, in both volume and value terms”, according to the findings from its latest market insights.

Sales growth was most evident in higher-value distribution channels. In contrast, value sales in super- and hypermarkets were down 8% in 2024.

“It remains essential to support consumption across all channels,” the report said, particularly as production continues to outpace demand.

Between 2010 and 2024, France’s organically certified vineyard area increased sevenfold.

“Viewed against the history of French agriculture, the growth of the organic sector is phenomenal. Twenty-five years ago, it was in its infancy. Today, 20.87% of our vineyard acreage is either certified organic or in the conversion phase,” said Julien Franclet, chairman of SudVinBio.

So who should organic wine producers, and their partners, be targeting? SudVinBio, the trade association behind France’s Millésime Bio wine fair, has revealed the findings of its latest survey of French consumers.

According to its research, 69% of the French population drink wine, and 39% of the population drink organic wine. Broken down further, 7% of the 2,500 survey respondents said they drink organic wine regularly, while 37% said they drink it occasionally.

People under the age of 35 account for 31% of organic wine consumers. By contrast, this age group makes up just 18% of the French population who only drink conventional wine (aka non-organic), suggesting an increased propensity for organic products.

Organic wine drinkers also showed a greater concern for the impact of food on their health, and an increased awareness of and concern for environmental issues when it comes to food purchases.

The survey considered answers from a sample of 2,500 people, representative of the population of mainland France, aged between 18 and 75.