Wine Paris & Vinexpo Paris 2023 conducted a study with IWSR and Wine Intelligence on wine consumption in France through the generations

Wine drinkers in France have been quizzed on their grape consumption including how and when they like to drink in a cutting edge new study.

The findings, carried out on behalf of Wine Paris & Vinexpo Paris 2023, were organised according to participants’ age to see how this impacts people’s habits and behaviours when it comes to wine consumption. Several key behaviours varied little across the generation, while others differed significantly between Generation Z (aged 18-24), Millennials (aged 25-39), Generation X (aged 40-54) and boomers (aged 55 and over), particularly when it comes to drinking wine at home, in bars, in restaurants, and the type of wine they go for.

Boomers and takeaway sales
Representing almost one in every two wine drinkers in France (47%), people aged 55 and over are an essential market in the world of takeaway sales. This generation consume wine much more frequently than other generations, with a third (33%) saying they consume wine at least 3 to 5 times a week. Their wine consumption habits tend to be based around routine purchases at 46% and oriented towards ordinary meals. According to certain social contexts such as an evening with friends and aperitifs, a move upmarket is taking shape – passing from €7 for an ordinary meal to €11.50 for a meal with relatives. While the type of wine consumed tends to diversify with age. Boomers, for example, are particularly centred on red wines at 54%, notably Merlot. They are also more likely than young people to promote the consumption of natural sweet wines.

Generation Z and Millennials
These younger generations are an essential market when it comes to bars, cafes and restaurants. Young adults aged 18 to 39 make up 28% of wine drinkers in France and for them, the act is more festive. Favoured in social contexts, it is linked to shared values with loved ones for 46% of them. The concept of discovery is particularly buoyant and important for this generation which has not yet necessarily formed habits, and instead still wants to discover new flavours, new food and wine pairings.
The circuit purchase is fairly representative of young people, since 53% of 18 to 24-year-olds and 49% of 25 to 39-year-olds say buy wine online. If 90% of consumers of all ages say they consume wine in restaurants, Generation Z accounts for 49% of spending in bars and cafes. Unlike Boomers, people aged 18 to 39 have a much more balanced colour portfolio, especially in favour of softer and sweeter white wines such as Chardonnay or Sauvignon. The power of persuasion of labels is particularly high and marked among young consumers, since 55% of Generation Z and 53% of Millennials say they are attentive to the AB label, with ‘label’ noted as being the biggest incentive to purchase wine.

Generation X
People aged 40 to 54 represent a quarter (25%) of wine drinkers in France, creating an “intermediate” group, if you like, where consumption can be preferred at home or in more social contexts. Slightly over half of them (52%) prefer wine to highlight dishes and are willing to try new and different wines on a regular basis (59%). Wine shops are also more frequented by Generation X who make 44% of their purchases in this way. The portfolio of wines they consume is closer to young people than to boomers, with a diversity rather balanced around red, white and rosé wines.
If certain behaviours can differ according to the generations, all share the same pleasure around wine. In France, the art of living and wine remains an intergenerational link where transmission and discovery are the key words.

Driving factors for wine consumption

We all value the same things when it comes to wine but they can vary in terms of priority, the study found. The top three motivations for drinking wine include the taste, food and wine parings, and sharing. They appear almost systematically in the top three, which researchers summarised in relation to age.

Their findings found that around half of consumers are interested in wine, with the exception of Gen Z. That being said, they noted that many also say they feel lost when looking at the shelf, especially Millennials. The idea of discovery when it comes to wine is particularly applicable to the middle generations such as Millennials and Gen X. While almost half of Boomers tend to be more oriented towards routine purchases.

What motivates each generation?

• Gen Z: Discovery
• Gen X: Creating a warm and friendly atmosphere
• Millennials, Boomers: Something perfect for special occasions

© Kelsey Knight, Unsplash