Despite the fears and constraints linked to the health context, unprecedented economic and climatic, the wine market experienced sales records in 2020 and 2021 but also many changes.
A new study confirms the good health of wine *. In 2021, 62% of French people said they were interested in the world of wine. Wine sales have benefited from the development of e-commerce, which demonstrates this new attraction for wine with new customer profiles and new consumption trends. During the first half of 2021, it is estimated that wine sales, spirits and champagne increased by 15%. Online sales recorded 70% growth in two years. As for champagne sales, they increased by 117% in March 2021 compared to March 2020. France is the leading champagne market : 46,4% of volumes sold, 39% of turnover. Sparkling wines are on the same trend with an increase of 41,6% over the same period.
New purchasing methods
In 2020, the vast majority of wine purchases were made at wine merchants, supermarkets and e-commerce. The closure of cafes, bars and restaurants during the two confinements had a direct impact on non-CHR purchases. 52% of wine merchants and delicatessens recorded an increase of up to 30% in their turnover. A record directly due to the increase in attendance, but also to an average basket increased from 30-35 euros to 40 euros. During the first quarter of 2021, the closure of bars and cafes reinforced the increase in purchases in shops. In addition to playing their role as local businesses, wine merchants have also digitalized and boosted their offering via delivery platforms and competed against pure players.
Wine, favorite drink of the French
If sparkling wines are on the rise, the fact remains that 50% of French people show their preference for still wines (not effervescent), two points more than in 2019. The beers follow (39 %), the champagnes (33 %), les cocktails (26 %) and spirits (21 %). Confinement has changed consumption habits. In 2020, 25% of French people said they had increased their wine consumption. The share of those who never drink has decreased. Large consumers, one to several times a week, now represent 50% of wine consumers (+ 14 points vs 2019). With two thirds of consumers sensitive to wine labeling, organic continues to progress. 57% of them are willing to pay more for an organic wine.
*Bonial survey, September 2021, in Leader Meeting n° 209.
A BETTANE+DESSED STUDY
These latest data on the French wine market in 2020 and 2021 were revealed in December during the last Grand Tasting Paris, the great wine festival held at the Carrousel du Louvre. A show organized for 15 years by the company Bettane+Desseauve, publisher specializing in the world of wine. Founded and led by Thierry Desseauve and Michel Bettane, the company publishes a large format quarterly (En Magnum), an annual buying guide (The New Bettane+Desseauve, at Flammarion), and exclusive supplements for major press titles (Paris Match, The Sunday Journal, 7 Days TV). She also makes films and documentaries on wine.
