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The average age of wine consumers in France is getting higher. This is the result of a study conducted by the Kantar consulting company. Thus, in 2021, the age group of 65 and older will have consumed 44 percent of still wines in France. This means an increase of 11 percentage points in ten years. In the 50-64 age group, on the other hand, consumption fell by 7 percent in ten years to 34 percent. The share of consumers under 35 remained weakly stable at 6 per cent compared to 7 per cent ten years ago and the share of the 35 to 49 age group at 17 per cent compared to 19 per cent.
As "the purchase of still wines is increasingly based on seniors," Kantar says the challenge is to "provide security for the 50-64 year olds and prepare the future for the under 50s." The wine industry's marketing efforts are very targeted at Millenials and other young consumers. Kantar, on the other hand, advises not to underestimate the potential of 50-64 year olds.
The analysis states that although this age group is financially better off than other generations, they are very mindful of their budget. They would only spend more money on local or fair-trade products.
In Germany, 61 percent of wine is also consumed by the 50+ target group. According to the Wine Customer Analysis 2018/2019 of the Geisenheim University of Applied Sciences, 32 percent of regular wine consumers are older than 65. The share of the age group 50 to 65 is 29 percent.
(al / source: vitisphere, Geisenheim University of Applied Sciences; photo: 123rf)
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