As Dry January enters its fifth year in France, the alcohol-free movement continues to gain momentum, with more producers and market analysts releasing studies to track changing drinking habits.
The latest reports from key players in the alcohol-free wine sector provide valuable insights into how consumer preferences are evolving in response to health trends and growing concerns over alcohol consumption.
The Rise of Alcohol-Free Wines in France
Freixenet-Gratien, the Catalonian sparkling wine producer, helped set the tone for this year’s alcohol-free trends with a survey conducted by Ifop in December. Their findings were mirrored by French negociant Chavin, which revealed that over a quarter of French people are planning to participate in Dry January 2025. This indicates that the movement, which encourages individuals to abstain from alcohol for the first month of the year, is becoming an ingrained tradition in French society.
Despite wine being a beloved beverage in France, the survey found that de-alcoholised wines still lag behind other alcohol-free options like cocktails and beer. However, the growing demand for alcohol-free beverages signals an important shift in drinking patterns, especially among younger consumers. The survey also highlighted that only 49% of French people now consume alcohol at least once a week, a notable drop reflecting the broader trend towards mindful drinking.
The Popularity of Flexidrinking
French Bloom, a specialist in alcohol-free wines, also conducted its own study, commissioning NielsenIQ for a survey of 1,000 French individuals in December 2024. The results echoed those of earlier studies, with 50% of French people over the age of 18 intending to participate in Dry January. One of the standout trends identified by the study was the rise of flexidrinking, where consumers alternate between drinking alcohol or abstaining depending on the social occasion.
This trend, appealing to 68% of French adults, reflects the desire for flexibility in drinking habits. Consumers increasingly want to enjoy the social aspects of drinking without the negative side effects of alcohol, leading to greater interest in options like alcohol-free wines, beers, and spirits. The shift towards flexidrinking is particularly noticeable in younger generations who are more health-conscious and less likely to engage in regular alcohol consumption than previous generations.
Alcohol-Free Wine: Growth and Appeal
Cordier, whose 'Bonne Nouvelle' range is the top alcohol-free wine brand in France for over 30 years, also highlighted the strong performance of the alcohol-free wine segment. According to their data, the sector saw a +20% growth by volume and +26% growth by value in recent years, underscoring the increasing consumer appetite for alcohol-free options. The young consumer demographic is particularly important, as they drink less alcohol than their parents and prefer fruitier, easy-drinking wines with fewer calories.
This shift in consumer preferences can be attributed to several factors. Many younger drinkers are not only motivated by health and wellness trends but also seek beverages that are less overpowering than traditional wines. The desire for lighter, more refreshing options with natural flavors is driving the demand for alcohol-free alternatives.
What’s Driving the Growth of Alcohol-Free Wines?
Several factors are contributing to the rapid growth of the alcohol-free wine market in France. As more people embrace healthier lifestyles and seek alternatives to alcohol, the demand for alcohol-free beverages—particularly wine—has soared. In addition to the health benefits, alcohol-free wines offer a way for consumers to partake in social occasions without compromising their well-being.
The flexidrinking trend plays a major role here, as it allows individuals to enjoy the social experience of drinking without the need for alcohol consumption every time. This has created a larger, more diverse market for alcohol-free wines, which now includes options ranging from sparkling wines to red and white varietals.
Looking Ahead: The Future of Alcohol-Free Wines in France
As Dry January grows in popularity and alcohol-free wines continue to evolve, it’s clear that this sector is poised for long-term growth. Producers and market experts alike are increasingly optimistic about the future of alcohol-free wines in France, with an expanding range of products catering to various tastes and preferences.
With younger generations leading the charge in adopting flexidrinking, and more established wine brands jumping into the alcohol-free market, 2025 is expected to be another key year for the segment. Whether driven by health trends, lifestyle choices, or the desire for greater flexibility, the French wine industry is experiencing a significant shift that could redefine how wine is consumed in the coming years.
Source: Vitisphere