Since the post-Covid period, it is common to hear that alcoholic beverages, starting with wine (flag of France), see their consumption decline. In light of the alarming data presented in various articles such as those of La Revue du Vin de France, Les Echos, Le Figaro, Le Point, and the Journal de l'Économie, it is imperative to understand the reasons behind this trend which seems worrying but which could ultimately be the solution to part of the equation .
Datakeys
The data collected by La Revue du Vin de France indicate a significant decline in alcohol consumption in France in recent years. According to the article, the average amount of alcohol consumed per capita dropped significantly. In 2018, a Frenchman consumed an average of 12.9 litres of pure alcohol per year, compared to 13.2 litres in 2017. This decline may seem modest over a short period, but by widening the range of analysis, the decline represents a significant part.
The Evolution of Taste : Why Do the French Desert Wine?
Wine, a symbol of French culture for centuries, is not spared by this decline. Les Echos points out that wine consumption in France has reached a historically low level. The figures suggest that per capita wine consumption has declined significantly in recent years, from 46.4 litres in 1980 to only 26.6 litres in 2019. It is also important to remember that in the mid-20th century, wines had a low alcoholic content and could therefore be drunk more easily.
A survey cited by Le Figaro points to the changing preferences of French consumers. It reveals that 41% of respondents say they prefer other drinks, such as non-alcoholic cocktails or herbal drinks. These results highlight a fundamental change in the perception of alcoholic beverages by the French population.
The Deep Reasons for this Decline
Various factors contribute to this decline, and a large part of the answer lies in changing attitudes towards health. Le Point notes that more and more French people are concerned about their physical well-being, which has led to a reduction in alcohol consumption. Indeed, 32% of respondents in a recent survey say they have reduced their alcohol consumption for health reasons.
France, long considered the country of wine, is undergoing a profound cultural transformation in terms of alcohol consumption. The figures and surveys presented in this article point to a significant decline, particularly in wine consumption. There are many reasons for this, ranging from changing consumer preferences to increased health awareness.
It is imperative for the alcoholic beverage industry in France to take these trends into account and adapt to a new reality. This could mean a diversification of products, placing more emphasis on non-alcoholic alternatives or drinks that are lower in alcohol. Understanding the factors underlying this decline is essential to finding lasting solutions and restoring French consumers' interest in alcoholic beverages, while respecting new sensitivities and concerns.
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