Summary of our market study

In 2020, the champagne market faced significant challenges due to the COVID-19 pandemic, with a sharp decline in sales volume by 18% compared to the previous year, reaching a total of 244 million 75 cL equivalent bottles sold at a total of 4.2 billion euros, down by 18% in value compared. This accentuated the downward trend seen. France remained the world's top consumer of champagne despite a decrease in turnover noted since 2018, but the French overseas departments suffered particularly from the drop in tourist numbers. The pandemic had varying impacts on the sector: while the demand for wine and spirits was expected to rebound with the reopening of restaurants and bars, small producers still reeling from the 2008 crisis may struggle to recover.

Moreover, alcohol consumption in France has been structurally declining, with an annual per capita consumption of 10.38 L in 2020, and champagne consumption habits shifting towards premium products with an increased average selling price of bottles. The champagne industry also faces competition from other sparkling wines, evidenced by a 56% increase in imports in 2020. Moët & Chandon emerged as the French's favorite brand, while traditional houses accounted for 55.4% of the volume sold. The market trends also indicate a growth in champagne mixology and organic production, pointing to a diversification of offerings in the sector. Despite these challenges, the Champagne appellation remained strictly regulated to ensure quality and authenticity, presenting a strong foundation for market recovery and adaptation.

Champagne Consumption Trends in France Amidst Shifting Consumer Preferences

In recent years, France has observed evolving trends in champagne consumption shaped by demographic patterns, changing preferences, and macroeconomic shocks such as the COVID-19 pandemic. Amid a landscape where champagne holds a special place due to its historic and cultural significance, there has been a noteworthy diversification in the demand for sparkling wines, preferences for quality and exclusivity, as well as a move towards online market engagement. The demand for champagne in France, despite being the world's leading consumer, has experienced a decline. The onset of the COVID-19 pandemic presented further challenges with sharp decreases in sales volumes.

However, with France accounting for between 45 and 50 percent of champagne shipments by volume in 2020, and generating a turnover of approximately 1.5 to 1.7 billion euros, it is evident that the affinity for champagne amongst the French persists. Shifting consumer habits have revealed interesting dynamics; regular champagne consumption saw a nearly 20 percent reduction. At the same time, the frequency of non-consumption remained relatively flat. Revealingly, in terms of consumer profiles, those aged 50 and above account for the majority of alcoholic beverage occasions, with a particular uptick observed as people age. Moreover, men are more likely to drink champagne than women, and daily consumption is more prevalent among men as well.

The inclination towards 'crude oil,' which denotes raw champagne, is dominant, with over 85 percent of consumption both by volume and value leaning in this direction. Rosé and semi-dry variants, while marginal, have maintained stable sales. Additionally, the French market is witnessing a trend of 'premiumization,' with an increasing number of consumers opting for more expensive champagne varieties, reflecting a shift towards luxury and refined tastes.

In response to these market dynamics, brands such as Moët & Chandon lead in consumer preference, followed by notable independents like Nicolas Feuillatte. With a strong preference for branded champagnes, these actors have catered to diverse consumer preferences, from the affordability-conscious to the high-end luxury segment. The market also demonstrates a competitive landscape with other sparkling wines gaining traction.

Import figures suggest a rise in the attraction towards other sparkling variants, with imports showing a substantial increase of over 50 percent between 2015 and 2020. These trends denote a certain level of competition that champagne markets face, with certain consumer segments gravitating towards alternatives like prosecco or crémant.

Key Players Shaping the Champagne Market Landscape

  • LVMH (Moët Hennessy Louis Vuitton): LVMH stands as a titan in the Champagne industry, boasting a portfolio that includes some of the most prestigious and sought-after brands. The crown jewel in their sparkling collection is Moët & Chandon, the favorite champagne of many French consumers and a global symbol of celebration. Other illustrious names under the LVMH umbrella include Veuve Clicquot, with its bold yellow label, Dom Pérignon, synonymous with vintage luxury, as well as Krug and Ruinart, which both cater to connoisseurs with their distinct and refined flavors.
  • Nicolas Feuillatte: This cooperative brand has made significant inroads into the French market, standing as a notable contender with a democratic vision of Champagne that appeals to a wide audience. Founded relatively recently in 1976, Nicolas Feuillatte has carved out a name for itself through its accessible luxury positioning, appealing branding, and a cooperative model that supports a large number of vine growers in the region.
  • Vranken-Pommery Monopole: Home to a bevy of noteworthy Champagne labels such as Pommery and Heidsieck & Co., Vranken-Pommery Monopole is another major player with a firm foothold in the sparkling wine landscape. Its extensive range encompasses both heritage and innovation, with Pommery being recognized for creating the first Brut Champagne and for its architecturally stunning Elizabethan-style estate in Reims, which attracts tourists and wine enthusiasts alike.
  • Champagne Taittinger: With its family roots and commitment to tradition, Champagne Taittinger is another key actor in maintaining the prestige of Champagne. Their dedication to Chardonnay as the heart of their blends has defined a style of elegance and finesse that resonates with both local and international palates.
  • Champagne Bollinger: Known for its robust and complex champagnes, Bollinger has established an iconic status and an association with the British secret agent James Bond which has only embellished its image of sophistication and high living.

These key players, with their distinct profiles, are central to the dynamics of the Champagne market. From LVMH's collection of marquee names that encompass the broad spectrum of bubbly indulgences to Nicolas Feuillatte's cooperative success story, and the cherished traditions upheld by family-owned estates like Taittinger and Bollinger.

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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Champagne is a product made from grapes grown in the Champagne region of France. the grapes used are very specific like Pinot Noir, Pinot Meunier and Chardonnay. These grapes are fermented to obtain a wine that contains about 9% alcohol by volume. Champagne belongs to the category of sparkling wines and is strictly regulated by the Comité Champagne de France.

Various countries may produce sparkling wines similar to champagne, but none can be sold or labeled as champagne. All champagne is sparkling wine, but not all sparkling wine is champagne, as grapes grown under the rules of the appellation are only allowed to make champagne.

France is historically the world's leading consumer of champagne; nevertheless, for the first time in 2018, international Champagne exports exceeded shipments to the French territory. However, the health crisis had an immediate effect on champagne sales in France and internationally, which saw a sharp decline in volume in 2020.

List of charts presented in this market study

  • Evolution of champagne shipments
  • Breakdown of champagne shipments, in volume
  • Breakdown of champagne shipments, in value
  • Sales of champagne in France
  • Frequency of champagne consumption
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Latest news

How Intermarché plans to transform 350 Casino stores - 09/01/2024
  • 3000 associate members
  • A total of 350 stores that have or will switch to the Intermarché and Netto banners
Intermarché Express to surpass 1 billion euros in sales with urban convenience stores in 2023 - 10/12/2023
  • Intermarché Express sales growth for 2023: +21.5%.
  • Sales: close to €1 billion by mid-November 2023, likely to exceed €1.1 billion over 12 months.
  • Number of Intermarché Express stores: 157
  • Anticipated expansion of the supermarket market in urban areas: from one-third to 50% by 2040.
  • Planned openings for 2024: 25 additional stores.
  • target for 2030: double the number of stores.
  • Market share of convenience channel over the last five years: +0.5 point.
  • Decline in hypermarket market share : -2.6 points.
  • Supermarket market share down : -0.8 points.
Intermarché opens up to franchising - 10/12/2023
  • Groupement Les Mousquetaires aims to generate 5% of its sales from franchises.
  • It already has 248 Rapid Pare-Brise and 13 Bricorama franchises.
  • Les Mousquetaires has 3,165 outlets in France.
  • They generated sales of 42.9 billion euros in 2022.
Champagne EPC establishes itself in the airline sector and the UK market - 15/11/2023
  • Champagne brand EPC, launching in 2019, has just signed three partnerships with the Lagardère Group, Abu Dhabi-based airline Etihad Airways, and British wine distributor Berkmann, a London-based wine distributor with prestigious brands such as Jacquesson and Drappier
  • The contract with Lagardère enables two of its vintages to be sold in airport duty-free stores.
  • EPC distributes its champagne in 35 countries in Europe, Asia and Africa
  • The company estimates that its sales in the airline sector will account for 15% to 20% of its total sales
  • By 2023, EPC has sold 350,000 bottles, compared with 250,000 in 2022 and 100,000 in 2021
  • In the Champagne region, brands traditionally buy the wine in progress from the winemakers before marketing it under their own name.
  • EPC proposes that producers vinify directly and sell the cuvées under the EPC brand name associated with that of the winemaker.
  • By 2023, EPC expects a 50% to 60% increase in sales.
  • The company employs around twenty people
  • Last year, EPC also launched its Aurose rosé wine brand in Provence.
Terroirs & Vignerons de Champagne (TEVC) acquires Champagne Henriot - 08/10/2023
  • TEVC has acquired Champagne Henriot.
  • The entity sold: Champagne Henriot, founded in 1808 by Apolline Henriot.
  • The sale was made by Artémis Domaines.
  • The preservation of know-how and skills will be guaranteed by the takeover of all employees.
  • Champagne Henriot comes with 144 hectares of vines.
Champagne : Nicolas Feuillatte doubles Laurent Perrier and Roederer | Nicolas Feuillatte vs Laurent Perrier and Roederer - 05/10/2023
  • The luxury goods market is expanding worldwide, and the wine market accounts for a quarter of this.
  • Terroirs & Vignerons de Champagne (TVC) increased its sales by 11% to 316.6 million euros.
  • Specialist in sales to large and medium-sized retailers
  • TVC climbed from sixth to second place in the Champagne rankings.
  • LVMH, in first place, posted sales of 2.8 billion euros.
  • Sales for Laurent Perrier and Roederer, which follow TVC, will be 302 and 300 million euros respectively in 2022.
  • Henriot achieved sales of 32.6 million euros in 2022, selling almost a million bottles, 64% of which were exported.
  • Henriot's EBITDA was 6 million euros, with net income of 4 million euros.
  • Henriot contributes 29 crus and three hectares of its own vineyards to TVC.
  • TVC is looking to accelerate its integration into the global market, particularly in the United States and Japan.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Moët et Chandon (Groupe MHCS / LVMH)
Champagne Mercier (Groupe MHCS)
Champagne Canard Duchêne
Veuve Cliquot Ponsardin (MHCS Groupe)
Mumm (Pernod Ricard Groupe)
Laurent Perrier Groupe
Champagne Charles de Cazanove
Champagne Ruinart (Groupe MHCS)
Lanson BCC
Intermarché ITM Les Mousquetaires
Bollinger
Nicolas Feuillatte - Terroirs et Vignerons

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