The latest report from the European Commission indicates a worrying trend for the wine industry in the EU, forecasting a decline in wine consumption over the next decade. The report highlights that younger consumers are increasingly opting for moderation, which is expected to contribute to a structural decrease in both consumption and production.
According to the EU Agricultural Outlook 2025-35, wine consumption is projected to decrease by 0.9% annually until 2035, resulting in an average intake of approximately 19.3 litres per capita by the end of the period. This marks a significant 9% reduction compared to the average from 2021 to 2025.
The decline is attributed to a shift in consumer behavior driven by health consciousness, supportive policies for moderate drinking, and heightened competition from other beverage categories. Notably, younger drinkers are consuming less alcohol, with a noticeable trend towards more premium wines.
While the decline is not uniform across the EU, countries with traditionally high wine consumption, such as France and Germany, are experiencing some of the most significant drops. Although there is growth in alternative formats like wine-based drinks with low or no alcohol, the overall volumes are expected to remain modest throughout the forecast period.
