The resurgence of wine as the leading alcoholic beverage in France in 2024, following a 5% growth, marks a notable shift in preferences among French adults, according to the 2024 SoWine Barometer.
This annual study, conducted by Dynata and presented by SoWine partners Sylvain Dadé and Marie Mascré, provides insights into consumer behavior regarding alcoholic beverages.
Key findings from the survey reveal that wine has surpassed beer in popularity, with 60% of respondents favoring wine compared to 58% for beer. This marks a reversal from previous surveys where beer held the top position. The study, based on an online survey conducted among 1,058 French adults aged 18 to 65, highlights shifts in consumer preferences, although it does not provide market shares or sales figures, relying solely on personal statements.
A significant contributor to wine's increased popularity is the rise in preference among women, with a 7% increase bringing their preference for wine to 56%. Conversely, their interest in beer declined, while their preference for cocktails increased by 6% to 42%. This gender-specific trend underscores the evolving dynamics within the alcoholic beverage market.
Men, however, continue to predominantly favor beer, with 72% expressing a preference for it, though their interest in wine is also growing, increasing by 3% to 64%. This indicates a nuanced pattern of consumption based on gender preferences.
Furthermore, there are generational differences in beverage preferences. Thirty-somethings (26-35 years old) have shown a significant increase (+14%) in their preference for wine, while beer is gaining popularity among the 36-49 age group (+5%). Young adults aged 18-25 demonstrate a growing interest in Champagne (+7%) but maintain a preference for beer and cocktails over wine, indicating varying tastes across age demographics.
Marie Mascré emphasizes that beer remains the most popular drink across generations, despite the shifts in preferences observed in the survey. This suggests that while wine has regained its leading position, the alcoholic beverage market in France remains diverse and influenced by factors such as gender and age.
Source: SoWine