The European Commission expects wine consumption in Europe to decline by 0.9% annually over the next nine years, according to a report by the EC cited by the newspaper Le Figaro. According to the document, by 2035, wine consumption by European citizens over the age of 16 will decline from 21.2 liters per capita per year to 19.3 liters.
According to the International Organization of Vine and Wine, the main consumer of wine in Europe is France, followed by Italy, Germany, and Spain. According to a 2023 study by the Vin et Societe association, wine consumption in France has already declined significantly: while in the 1960s the figure was 127 liters per capita per year, the latest data shows that per capita consumption in France is now 40 liters per year.
The EC explains this trend by the fact that “consumers are concerned about their health, and also because national policy calls for moderate alcohol consumption.” In addition, the decline in consumption may be due to “changes in consumer habits and preferences.” Also, preference is often given to quality rather than quantity.
