The French wine sector, long seen as a cornerstone of both culture and commerce, is navigating a period of contraction. According to the NielsenIQ Scantrack and Homescan survey, highlighted by Vitisphere, sales of wine in French large-scale retail dropped 7% compared to 2023.
While France remains one of the largest wine-consuming nations in the world—with an average of 2.1 million bottles of still wine sold daily—the decline in purchases is clear and persistent.
Consumption Decline by Age Group
A critical factor driving the downturn is the reduced consumption among age groups traditionally responsible for the bulk of purchases.
- Ages 50–64: down from 25 bottles/year in 2021 to 21 bottles/year in 2025.
- Ages 65+: down from 32 bottles/year in 2021 to 29 bottles/year in 2025.
- Ages 35–49: steady but modest, at 14 bottles/year in 2025.
- Under 35: low consumption at just 9 bottles/year in 2025.
These figures confirm that while younger consumers are slowly showing more interest in wine, their limited engagement does not compensate for the significant losses in older demographics.
Category Trends: Red Still Dominates but Suffers
Despite changing tastes, red wine remains the dominant category, representing 43% of sales in French retail. However, its decline has accelerated:
- 2025: -7.5%
- 2024: -4.6%
In contrast:
- Rosé wine accounts for 29% of sales, with seasonal fluctuations but positive momentum in 2025 (+2.3% in the first half, compared to -7.3% a year ago). Growth was particularly strong in the Méditerranée and Terres du Midi appellations (+10% vs. 2023).
- White wine holds 28% of sales, remaining stable (+0.1%). This resilience is largely thanks to the Pays d’Oc IGP, Bourgogne Aligoté, and Petit Chablis, the latter of which posted an impressive +63% surge in units, especially among younger consumers.
Generational Preferences and Regional Appeal
The report highlights a strong generational divide in wine preferences:
- Younger consumers lean toward western appellations such as the Loire Valley and Bordeaux, reflecting a search for freshness and approachability.
- Older consumers remain loyal to Languedoc-Roussillon and the Rhône Valley, where tradition and structured wines dominate.
The Rhône’s strength is underscored by the presence of three appellations in France’s retail top five:
- Côtes du Rhône
- Plan de Dieu Côtes du Rhône Villages
- Châteauneuf-du-Pape
Meanwhile, Languedoc’s Pic Saint-Loup emerged as the strongest performer, showing a 20% increase in retail sales in the first half of 2025.
Market Outlook
The French retail wine market is grappling with structural demographic changes, as core consumers reduce their purchases while younger generations engage less frequently and with different preferences. While rosé and select white wines offer growth opportunities, the decline in red wine consumption remains a significant challenge.
The ability of the industry to adapt product offerings, marketing strategies, and price positioning—while fostering wine culture among younger consumers—will shape the future trajectory of French wine sales. Without this adaptation, the current downward trend could deepen, affecting both domestic producers and the broader European wine market.
Source: WineNews