The white wine market - France

The French white wine market has exhibited a complex but noteworthy trajectory starting from 2020. Amidst the challenges posed by the COVID-19 pandemic, which led to a contraction in sales due to the closure of commercial outlets like hotels and restaurants, the private sector witnessed a resurgence in white wine sales. Despite being historically the third most consumed wine color in France, white wine is gaining market share; in terms of Protected Designations of Origin (PDO) and Geographical Indications (GI), white wine accounted for 19% of sales by volume and 25% by value in the specified period. The global market for white wine which stood at $37 billion in 2020, is expected to grow at a CAGR of 5% leading up to 2031, potentially exceeding US$60 billion. This optimistic forecast aligns with the increasing consumer preference for quality over quantity.

Moreover, the French wine value chain supports 558,000 direct and indirect jobs, demonstrating its integral role in the economy. Despite setbacks like the poor harvests of 2021 due to adverse weather, France remains the second-largest wine producer globally, with a production of 34.2 billion liters in 2021. White wine production in France for the year 2021 can be estimated at approximately 6.88 million hectoliters. The upward trend in wine prices has been influenced by various factors such as inflation, post-Covid recovery, and disruptions like the war in Ukraine affecting bottle supplies. Direct sales from estates, specialized stores, mass distribution channels, and e-commerce represent the diversified wine distribution spectrum in France, with supermarkets taking the leading role. There is also a growing interest in organic and environmentally friendly wines, a sentiment particularly strong among the younger demographics.

Shifting Tides in French Wine Consumption: Embracing White Wine and Quality Over Quantity

In recent years, the French white wine market has witnessed significant changes in consumer preferences and buying behaviors. Notably, there has been a shift towards more occasional consumption, with nearly 39% of French individuals identifying as regular or occasional wine consumers, tending to purchase wine a few times per month to a few times per year. This marks a departure from past trends where a significant portion of the population consumed wine on a nearly daily basis. The French are renowned for their wine consumption, with per capita consumption standing at around 40 to 50 liters, amounting to a total consumption of approximately 20 to 30 million hectoliters. Within this context, about 20% of French individuals have a preference for white wine, which they enjoy not just with meals but also as a popular choice for aperitifs.

Online wine purchases have shown an upward trend, particularly among younger consumers aged 26 to 35. In fact, over 40% of wine consumers now make their purchases online, with younger buyers leading the way. This digital shift is also reflected in the spending patterns, where more than half of the online wine purchasers spend over 50 euros per transaction. Social media platforms have influenced these trends, with a significant percentage of buyers influenced by recommendations on these networks.

When it comes to packaging, the traditional bottle remains the preferred container for around 75% of French consumers. However, among those opting for alternative packaging, price and volume are the leading factors for their choice, with more than half citing more attractive pricing and approximately a third highlighting the larger volume offered by alternatives to bottles. The spending on wine has also evolved, with more French consumers favoring a budget range of 11 to 20 euros for a bottle of wine, signaling a move towards higher-quality wines. This is a notable increase from previous years when the trend leaned more towards wines priced between 5 and 10 euros.

In terms of consumer demand, there is a growing preference for the Chardonnay grape variety, which has emerged as France's favored wine. Additionally, there is an increasing consumer interest in organic and environmentally.

The Pillars of the French White Wine Market: Key Players Shaping the Industry

The French white wine market, with its diverse and rich heritage, is supported and nourished by a medley of key players. These players are not only contributors to the industry's economic vibrancy but also custodians of a deep-seated legacy that is integral to France’s cultural identity. Here, we delve into the noteworthy market participants that form the backbone of this esteemed sector.

• Renowned Winegrowers and Vineyards : At the core of the French white wine market are the 142,000 winegrowers who till and toil in the lush vineyards spread across the expanse of the country. These dedicated cultivators are the first, indispensable link in the chain, nurturing the vine and crafting the raw material that, through the magic of fermentation, transforms into delectable white wines. France's winegrowers are spread over renowned wine-producing regions such as Alsace, the Loire Valley, and Burgundy, each contributing unique characteristics to the wines based on terroir and local tradition.
  
  
• Progressive Co-operative Cellars : Co-operative cellars (caves coopératives) serve as collaborative havens where smallholder winegrowers come together to combine their harvests, share resources, and collectively market their produce. This unity not only helps in magnifying their market presence but also aids in maintaining consistency and quality across vintages. These co-operatives play a crucial role in balancing the entrepreneurship aspects with cooperative ideologies, further strengthening the market structure.
  
  
• Agile Wine Merchants and Negociants : Négociants vignificateurs represent another vital segment of the market. These wine merchants, with their astute business acumen, purchase grapes or must from growers to produce wine under their label. They play a pivotal role in characterizing the diversity of French white wines, bringing a variety of styles and flavors to both local and international wine connoisseurs. Their expertise lies not just in winemaking but also in navigating the complex global wine market, opening avenues for export that reach beyond France's borders.
  
  
• Bottlers and Allied Industries : Behind the scenes are the bottlers and a network of industries ranging from cooperage to logistics, and from glass-making to marketing. Each contributes an indispensable service that ensures that the final product is presented to consumers in pristine condition. Glass bottle manufacturers, for instance, are crucial for maintaining the iconic image of traditional wine packaging, dealing with challenges such as rising costs.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 28/08/2020

Summary and extracts

List of charts

• Wine production
• White wine market trends
• Frequency of wine consumption
• Consumer profile
• Profile of the regular consumer
• Producer price index for wine
• Breakdown of wine industry players
• Breakdown of wine production by category
• Wine production
• Growth in wine-growing area and quantities harvested
• Breakdown of wine sales by distribution channel
• Sales of still wine in supermarkets
• Structure of supermarket wine sales by color
• Average budget for a bottle of wine
• Online wine purchases
• Container preferences among the 25% of wines not purchased in bottles
• The most important criteria for choosing a wine
• Annual wine consumption per person
• Size of the French wine market
• Wine exports
• Main destinations for French wine exports (in value)
• Wine imports
• Main wine exporting countries
• Main importing countries (by volume and value)
• Monthly wine market sales index