The Green Resilience: French Organic Wine Sales Jump 7% as Younger Consumers Drive Demand
Despite a challenging economic climate, the appetite for organic French wines shows no signs of waning. According to the latest market insights from SudVinBio, the trade association behind the Millésime Bio wine fair, value sales of French organic wines climbed by 7% in 2024.
While the broader alcohol industry faces headwinds, SudVinBio characterizes the organic sector as remarkably "resilient, in both volume and value terms." However, the data reveals a significant shift in where consumers are buying these wines.
A Tale of Two Channels
The growth in 2024 was not evenly distributed. The surge was driven primarily by higher-value distribution channels(such as wine merchants, hospitality, and direct-to-consumer sales).
Conversely, the mass market struggled. Value sales in super- and hypermarkets fell by 8%, suggesting that organic wine consumers are increasingly seeking premium experiences or specialized advice rather than grabbing bottles off grocery shelves.
Production is Booming
The supply side of the equation has seen explosive growth. 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." — Julien Franclet, Chairman of SudVinBio.
However, the report notes a caution: production is currently outpacing demand. "It remains essential to support consumption across all channels," the report advises.
Share of Consumers Aged Under 35
Source: SudVinBio Survey 2024
Who is the Modern Organic Drinker?
To understand how to close the gap between supply and demand, SudVinBio surveyed 2,500 French consumers. The results paint a clear picture: the organic consumer is younger, more health-conscious, and environmentally aware.
Key Demographic Findings:
69% of the French population drinks wine.
39% of the population drinks organic wine (7% regularly, 37% occasionally).
The most striking data point concerns age. Consumers under 35 are significantly more likely to choose organic options compared to their older counterparts who stick to conventional wines.
Visualizing the Data
Here are three charts breaking down the current landscape of French Organic Wine.
1. The Demographic Shift: Under 35s
Younger consumers are disproportionately represented in the organic sector compared to the conventional market.
