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Annual wine consumption in France could fall by 4.6 to 6.4 million hl by 2034, according to an estimate by the Comité National des Interprofessions des Vins (CNIV). This corresponds to a decline of 17 to 25 per cent. In 2022, 23 million hl of wine were purchased in France. According to the CNIV, the discrepancy between wine consumption and production, which is currently reflected in distillation and grubbing-up campaigns, will not be temporary but long-term and structural.
The reason for these assumptions is demographic change and associated changes in lifestyle. According to the Kantar market research institute's data on consumption at home, only two-thirds of 18 to 35-year-olds buy still wine, an average of 13 bottles per year, while older people consume 61 bottles per year.
"The result is shocking, but we must not look away," warns Bernard Farges, president of the CNIV, noting that "action is needed. Our production capacity is already oversized in some places and will be more so if we do nothing, if we don't change our products, if we continue to promote wine as we do today." Therefore, in the future, the aim is to appeal more to younger people and especially women. According to figures from the InterLoire association, for example, 60 percent of young consumers are female.
(al / source: vitisphere)