White wine consumption in France, with a focus on Loire wines

Trends in alcohol and wine consumption in France

InterLoire 's contribution to SIVAL 2024 highlights a persistent trend since the 1960s: the general decline in alcohol consumption in France. In 1960, the average French adult consumed 200 liters of alcohol a year. This figure has fallen significantly to around 80 liters in 2018, reflecting a reduction of two-thirds. This trend focuses mainly on wines without geographical indication - formerly known as table wines - which once accounted for a major proportion of consumption. Today, they account for just one-fifth of total consumption. On the other hand, quality wines bearing the PDO or PGI acronyms saw an increase between the 1990s and 2000s, although their consumption has been falling since the mid-2000s. Sparkling wines and champagnes are also showing relative growth, but remain a minority in the overall picture. Cider, for its part, has seen its consumption plummet over the decades. As for beer, consumption has been recovering for around a decade now, reversing a downward trend that began in the 1960s.

Another striking fact is the generational effect. Each generation records lower wine consumption than the one before it, reflecting a difficult renewal among young consumers. Proportionally, fewer French people drink wine. However, in absolute figures, the number of consumers is increasing, reaching around 40 million in 2023, thanks to demographic growth.

Specific trends in white wine consumption

Consumption of white wine is on the rise in a context where other types of wine are declining. Among the under-35s, white wine is becoming the most popular wine color. This trend can be partly explained by changes in eating habits that favor dishes associated with white wine, such as fish, shellfish or white meats. The growth in non-meal consumption occasions, such as aperitifs, is also fuelling this demand. Fruitiness and freshness are among the ideal attributes sought by half of consumers, while young people aged 25 to 34 rank sweetness third in their quality criteria.

In generational terms, younger generations consume more white wine than their elders at the same age. What's more, around 30 million French people drink white wine, with a marked parity between men and women. This color is attracting a growing number of consumers, with around a million new enthusiasts recruited since 2017. Logically, this growing popularity is also reflected in the age brackets, with 25-34 year-olds standing out in particular.

Impact on market segments and Loire white wines

White wine distribution is increasingly moving towards the premium and super-premium segments. Today, a third of supermarket volumes are sold in bottles priced between €3.50 and €7, while premium wines, priced between €7 and €15, have seen their volumes double in a decade. Loire white wines also stand out on the market. Representing 25% of white PDO volumes in supermarkets, they are particularly dynamic, with an increase in dedicated shelf space and sales per linear meter. Premium segments play a key role in this performance.

At wine merchants and in the restaurant trade, Loire white wines also make up a significant part of the offer. Moreover, their presence is growing in the mid-range segments between 20 and 30 euros, as well as in the premium and super-premium ranges. Consumers of Loire white wines mainly include explorers and experts, but untapped targets such as social weeklies also represent potential for development. These segments favor cavistes and over-consume white wines, underscoring the significant appeal and opportunities through tailored initiatives.

The outlook, while brightened by the favorable market position of white wines, nevertheless calls for greater efforts to maintain volumes as the population shrinks between now and 2034. The Loire winegrowing region, via its Loire 2030 plan, aims to offset the domestic decline by significantly boosting exports, to reach 30% of export volumes in the coming years.