A strong symbol of our country's culture, wine is a product in its own right, inseparable from the national identity in the eyes of the French. What about the relationship the French have with wine? Domaine du Goût provides key figures to better understand our consumption habits.
Key figures of the wine market in France
With more than 750,000 hectares spread over 66 departments, our country represents 11% of the world's vineyard surface for wine production. In 2018, France produced 4.6 billion liters of wine (17% of the world's wine), including 55% red wines, 26% white wines, and 19% rosé wines. France has 363 AOCs and 74 IGPs. With 292 million hectoliters produced that year, our country ranks second behind Italy and ahead of Spain in terms of production.
A true economic asset, wine accounts for 15% of agricultural production in France on only 3% of French agricultural land. Moreover, one in five farmers in France has a wine-growing activity. The wine sector generates more than 500,000 direct (winegrowers) and indirect jobs (employees, seasonal workers, service and logistics companies, administrations) in our country.
Exports and tourism, main sources of income for the sector
France is the world's leading wine exporter. 30% of wine sales are destined for export, with 56% going to Europe and 44% outside Europe. Wine is the second largest French export sector with 11.7 billion euros in revenue, behind aeronautics and ahead of cosmetics. In 2019, revenue from French wine exports reached 13 billion euros.
In addition to exports, wine tourism is a booming market. Indeed, France being the most visited country in the world, tourism is the country's leading activity. Thanks to their well-established reputation, French vineyards have become a favored destination with no less than 10 million visitors each year, including 39% foreign wine tourists.
French consumption
With no less than 44 liters consumed per person per year, or 58 bottles, France is the country with the highest wine consumption after the Vatican (more than 50 liters per person). This figure is declining since twenty years ago, when French consumption was 71.5 liters per year. This trend is explained by the fact that the French have become more demanding! They consume less but better, allocating an average annual budget of €283.40 to wine.
How do the French choose their wines?
On average, a French household buys wine 1.7 times per month. The frequency for gifting is 0.5 times per month. While most buyers prefer bottled wine (9 out of 10 buyers), 1 in 4 buys wine in bag-in-box and 1 in 3 in cases.
The main wine purchase channel is the supermarket. Indeed, supermarkets account for 61% of French wine purchases. Next comes buying directly from a producer with 18%, and wine shops with 16%.
Online sales, which are increasingly part of our habits, represent 9% of French wine purchases.
The importance of tasting
The importance of tasting in choosing wine is a decisive factor. Indeed, 27% of buyers consider being able to taste very important. Moreover, 24% say it is among the top 3 criteria for choice.
Furthermore, nearly 1 in 4 French people say that a wine being awarded a medal is a distinguishing criterion.
Wine enthusiasts are 91% to consume wine at least once a week and buy on average twice as much wine per month for their household. For 46% of them, the possibility to taste before buying is considered very important. They buy more bottled wine (86%) as well as cases (64%).
Social circle: main criterion for choice
Word of mouth is the main criterion for the French when choosing a particular wine, especially for enthusiasts and regular consumers. Indeed, 56% of them buy a bottle based on recommendations from their social circle. Overall, our close ones know our tastes, so their opinion is reliable.
In second place is the opinion of professionals. 40% of French admit to choosing their wine based on the advice of a wine professional. Then comes the opinion of restaurateurs or servers who are used to advising customers and gladly share their knowledge.
Finally, 22% of French people rely on the internet and search engines to choose the wine they need. Fast, easy to access and use, the proliferation of specialized sites and blogs dedicated to wine lovers has amplified this way of choosing wine. Online reviews about a bottle provide additional help to facilitate the choice.
Red, white, or rosé? What is the French favorite wine?
After analysis, red comes out on top. Indeed, red wine seems to be favored by 38% of the French, followed by rosé at 23%, and white wine at 20% (19% do not choose any of the three).
This can be explained by the fact that France has many more red grape varieties than white. Red wine is also preferred by restaurateurs, with 98% including a red wine reference on their menu compared to 89% for white wine.
However, looking more closely, not all French people have the same tastes in wine. Age and gender, as well as geographic location, influence French preferences in wine.
Different tastes among the French
First, younger populations (18-25 years) tend to prefer white and rosé wines. The trend reverses between 25 and 65 years, as red wine is most appreciated by this age group at 36%. Preference for red wine peaks among seniors at 53%, compared to 21% for white and 18% for rosé. Indeed, red wine, being more complex, requires more experience to be appreciated.
Moreover, men prefer red wines. Indeed, no less than half name it first in their preferences. This is explained by the fact that red wines are often stronger and more structured, tannic, and have much more pronounced aromas that appeal to men. Consequently, only 28% of women prefer red wine, a result very close to those for white and rosé, tied at 25%.
Finally, geography is also a factor determining French wine preferences. Thus, red wine is more appreciated in the Rhône-Alpes region (48%) and Burgundy (41%). Both regions are lands where red wine is celebrated. White wine predominates in Alsace at 30%. Finally, rosé is favored in Provence-Alpes-Côte d'Azur, Corsica, and Languedoc-Roussillon at 36%.
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