The mano mano between wine and beer continues. Regularly popular with the French, the hoppy drink has recently been favored by French consumers who prefer its freshness and diversity.
However, according to the very recent 2024 barometer from the Dynata institute, after two years of decline, “wine is once again becoming the French people's favorite alcoholic beverage for 60% of those questioned
(+5 points compared to the 2023 results)
” , echo Sylvain Dadé and Marie Mascré, partners within the SoWine agency which commissioned the study.
Followed on the list by champagne (39%), cocktails (31%), cider (21%) and pure spirits (21%). As a small precaution, the survey is “declarative” and does not provide “market shares or checkout information”, Marie Mascré immediately specifies. However, as it has been carried out every year since 2010, it makes it possible to study the evolution of behavior over a longer period of time.
56% of women prefer it to beer
Two major facts explain the revenge of wine: “A gender bias and a generational bias,” summarizes Sylvain Dadé. “Women contribute to its success, since 56%
(+7 points)
prefer it to beer, the latter remaining the preferred drink of men at 72%
(+7 points)
. »
A new phenomenon concerns the younger generations among whom the attraction for wine is confirmed. “Among 18-25 year olds, it is up 6 points and more than 14 points among 30-year-olds (26-35 years old),” notes Sylvain Dadé.
The generational phenomenon involves changes in consumer behavior. The latter favor white wine (90% of respondents drink it) which is more easily enjoyed as an aperitif or with friends to the detriment of red (82%, - 8 points) which is more popular with a family meal.
The first purchasing criterion remains the price ahead of the region of origin, “a trend which is confirmed since the proportion of buyers of bottles priced at less than 10 euros increases by 4 points, underlines Sylvain Dadé, even if the purchase bracket 11-20 euros remains dominant for 54% of respondents.”
As for the place of purchase, the supermarket remains favored, but direct sales from the producer and from the wine merchant are also progressing.
Alcohol should be consumed in moderation.