Shifting wine consumption trends (2019-2024): market dynamics, sustainability, and consumer preferences
Abstract
This study examined the evolution of wine consumption trends from 2019 to 2024, analyzing market dynamics, sustainability preferences, and generational shifts in consumer behavior. Analyzing survey data from 32,800 consumers in seven wine markets, three major trends were identified: (1) a structural decline in habitual wine consumption after the pandemic, especially among the elderly population; (2) a generational shift in wine consumption habits and preferences with Millennials remaining the core consumers, while Generation Z growing interests in low-alcohol wine; and (3) a shift in sustainability priorities from environmental issues to comprehensive socioeconomic values. The study also revealed contradictory trends in the awareness of EU quality and origin certification before and after pandemic, with Generation Z possessing a relatively high level of knowledge through whole period. Lastly, there was a permanent shift in purchasing channels, with supermarkets declining significantly in popularity and e-commerce stabilizing in popularity after the pandemic. The findings suggest that wineries should adapt to the digital preferences and health values of younger consumers while addressing price sensitivity through innovative product development and marketing strategies. For policymakers, supporting climate-resilient viticulture and regulating sustainability claims have become key priorities to maintain consumer trust in a rapidly evolving market.
DOI:
Publication date: September 22, 2025
Issue: 46th World Congress of Vine and Wine
Type: Short communication
Authors
1 Department of Agricultural, Forest, and Food Sciences, University of Turin, 10095 Grugliasco, Italy
2 Centro Interdipartimentale Viticoltura e Vino (CONViVi), University of Turin, 12051 Alba, Italy