This is a recent study published in October 2021 by SudVinBio the company that runs Millésime Bio, the world’s largest professional organic wine fair which is held in Montpellier at the end of January. The 2022 edition will have both a virtual show (17th-18th January) and an actual fair (24th-26th January 2022).
This new report looks at changes in the consumption and attitudes to organic wine. Although the study suggests that this study is Europe-wide, it actually looks at three important markets – France, Germany and the UK. Current trends are compared to those of 2015.
Europeans becoming increasingly green
Europeans are becoming increasingly concerned over the future of our planet. In 2015 73% said they were concerned; this has now risen to 81%. 77% say it is important to know the origin of the food they eat, up by two points on 2015. 63% say that organic is better for your health, up by 6 points, and 63% (up 6 points) are prepared to pay more for products that help to preserve the environment. This has translated into increased sales for organic products. 48% (up 11 points) claim to buy organic often. This is particularly the case in France with 53% saying they buy organic regularly – up by 15 points on 2015.
The consumption of organic wine is increasing
Although overall wine consumption is falling, sales of organic wine are increasing. 73% of Europeans say they drank wine over the last six months; this is down from 82% in 2015. In 2015 17% of Europeans said they habitually or from time to time drank organic wine; now this has risen to 29%. The French again lead here with 36% saying they drink organic wine. It is likely that these proportions will increase as consumption of organic wine is higher amongst the young.
Age differences etc.
A higher proportion (46%) of young people (under 35) have tried organic wine compared to 38% of those over 55. Education is a factor. 48% of those who went to higher education have already drunk organic wine compared to those who didn’t (25%). 75% of Parisians have tasted organic wine – nearly twice overall European average (39%).
Three most important reasons for buying organic wine
The most important reason consumers give for opting for organic wine is that organic practices respect the environment (54%). Next (40%) is wanting to try an organic wine, while the third (35%) is that organic viticulture is fairer than conventional methods especially as it tends to employs more people.
Prepared to pay more
This report claims that 63% of European wine drinkers are prepared to pay 2.90€ more for a bottle of organic wine. The report also claims that 11.90€ is the average price of a bottle of ‘conventional’ wine, while 13.90€ is the average price for organic wine.
Above average prices doubtful
I don’t know how this report calculated these average bottle prices. In the UK the current retail average price is just over £6. In 2019 it was £5.93 (6.94€). It is worth remembering the high UK tax regime for wine – a 75cl bottle has £2.68 of tax (excise duty plus 20% VAT). This leaves £3.25 (2019 average price) for everything else – wine, bottle, closure, transport, profit margin, etc. In France the average price for a bottle of red is 7€ according to the combien coûte? website. I wonder whether this report has included on-trade prices (restaurant/cafés/pubs etc)?
Loire changes
It is hardly surprising that the sales of organic wine are increasing if the Loire is any guide. Over the past couple of decades more and more domaines have converted to organic viticulture with a number going a step further to biodynamics. This trend appears to be accelerating, both in terms of those seeking organic certification and those who practise organic methods but don’t seek certification. The startling growth of Millésime Bio is a further illustration of the move to organic wine.
It would be interesting to know how far producers converting to organic viticulture do so solely out of conviction that organic is the right way to go and how far they are responding to an increased demand from wine drinkers for organic wine.
The Under 400 Grams Club continues to grow:
Four new members:
Although too many organic producers have yet to make the connection between environmental concern and the bottle weight, here are four bottles that come in under 400 grams when empty.
Here is a link to the 12 founder members of The Under 400 Grams Club
Additional comment:
As Les 5 has commented below, the important follow up question is, if you say you are concerned about the environment, how have you modified your behaviour? Are you walking or cycling for shorter journeys instead of using your car? Are you driving at a slower speed, turning the engine off when stopped instead of idling for those cars that don’t now automatically cut the engine? Better insulation for your home where possible, lowering the central heating temperature etc. Concern is a first step but for it to be significant it must lead to a change in behaviour.
Les 5 du Vin 
Quite interesting article, Jim. A tour in October of a dozen Cahors wine domaines showed that almost all of them are now making at least a few non-sulfite wines and that most of them are using organic grapes or headed in that direction. My annual stint in the Gers at an October Foire aux Vins in a French national supermarket chain store showed that around a third of the shoppers were shopping for organic wines.
I’d be curious to see similar statistics, as presented in your post, from the U.S.
J’aimeAimé par 2 personnes
The average wine prices cited in the 2019 study by France Agrimer are much lower than those produced by the Sud Vin Bio: around 6 euros for the AOP, 3 euros for the IGP and 2 euros for Vin de France or Vin de la Communauté européenne.
It would be interesting to compare what the French consumers say they like and buy, with what they really buy. What we need is a thorough survey, based on real sales.
BTW, when you ask anyone if they are environment-friendly, everyone says yes. So who the heck is dumping old matresses, used crates, car-oil cans and other rubbish in the fields and in the woods, like those we can see sometimes while taking a stroll in the country?
J’aimeAimé par 3 personnes
I agree and this was my thought as I posted on the findings, which I ought really to have added. people are far more likely to say they are concerned about the environment than saying ‘they couldn’t care less’. What they actually do may be very different.
J’aimeAimé par 1 personne