The Spirits Market - France

The spirits market is currently experiencing contrasting dynamics, with strong expansion worldwide and a marked decline in the French market. Between 2024 and 2032, the size of the global market is set to increase from 82.01 billion USD to 226.82 billion USD, driven by sustained demand in several key geographical areas, including the USA (31.59% of French exports), China (13%) and Singapore (9.61%). In France, the sector continues to enjoy a large trade surplus - between 6.71 and 9.30 billion euros over the last decade - but is faced with a marked shift in purchasing behaviour.however, the sector is facing a change in purchasing behavior, marked by more demanding choices and a growing emphasis on ethical and responsible production criteria. Consumers' heightened sensitivity to value for money is accompanied by a continued search for quality, and a growing interest in the origin and conditions of production. More than six out of ten French people still consume spirits (neat or in cocktails), with a clear preference for premium products, as shown by the rise in the average budget per bottle in recent years. While hyper- and supermarkets remain the main distribution channel, the boom in CHR (+50% volumes in one year) contrasts with the decline in supermarket sales(-5.08% between 2022 and 2023).

However, behind this international vitality and diversification of channels, the underlying trend in France remains one of continued deconsumption: in 2025, total consumption of pure alcohol will fall by 2.6%, with more marked declines in supermarkets(-3.8% in volume, -3.6% in value) and in CHR(-2%). This general downturn, which is part of a trend that has been underway for several decades, highlights a structural challenge for French players, who are now obliged to compensate for the decline in their sales.s players, who are now obliged to compensate for this domestic erosion by innovating, moving upmarket and conquering foreign markets.