Peculiarities of the organic wine market
In the distribution of organic wine, it is important to distinguish between:
-the sector specialised in the distribution of organic products (wholesales of organic products, eco-friendly stores and organic grocery store chains on the one side
-and the not-speacialised sector (traders of wine, HORECA, great distribution) on the other side.
Other characteristics of the French organic wines market are:
– 74% of the volume of organic wines marketed are DO (Denomination of Origin)
– More than half of the organic wines consumed are red wines
– 12% of the organic wines consumed are sparkling wines
– Imports of organic wines are very weak (1%)
– Organic wines represent 12% of the organic consumption of households
France, the third biggest producer worldwide after Spain and Italy
France ranks third among the strongest producers worldwide, following Spain and Italy. These three countries represent 73% of the world’s vineyards.
Massive increase in the conversion of vineyards in Europe
In 2016, organic vineyards represent 9.1% of the French vineyards, that is to say that 68,556 hectares are covered by organic vineyards. This shows an important evolution in recent years. In fact, areas converted to organic have increased eightfold since 2007 and we can now count more than 5,200 organic vineyards. In export, organic wine represents 2/3 of sales.
Major increase in vineyard conversion in France
Origin of supplies according to the types of organic products
France produces 99% of the wine it sells.
Consumer habits in France
The consumption criteria are as follows:
– Origin of the wine
– respect for the environment
– AOP reputation
– price
– availability in the shop
– proximity of the product
French consumers have the habit of buying their wines directly from the producer (41% of total consumption in France).
Consumption according to the type of organic products
The consumption of alcohol from organic farming has remained stable over the last 4 years and represents 12% of sales of organic products in France.
Profile of organic wine consumers
Profile of the type of consumer in France
– In France, 1 out of 3 wine consumers consume this kind of wines
– 1 out of 6 environmental-conscious consumers drink them
– 12% of consumers do not consume conventional wines
– 1% of French people only consume organic wine.
– Young people (between 18 and 24 years old) are especially interested in them. They represent 14% of consumers, compared to 8% who drink conventional wines. Young consumers are especially sensible to environmental reasons.
– According to the 2015 edition of the BIO Agengy’s barometer, 11% of consumers of organic wines intend to increase their consumption of this type of product over the next 6 months.
– 51% of French people would like to find a broader range of organic wines in supermarkets.
Conclusions about the market in France
– French wines have a good image, but compete with Spanish or Italian in many countries.
– In order to sell abroad, one has to put even more emphasis on their quality , its particularities and increase its participation at organic fairs (many in Europe), participation at competitions, organisation of tastings (wine shops, shops), in order to make them familiar among prestigious sommeliers.
– There is a good perspective for implementing organic wines more and more in restaurants.
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