The European Union is bracing for a decade-long decline in wine consumption, as highlighted in the European Commission’s latest agricultural outlook. This report points to a notable shift in drinking habits, particularly among younger consumers, who are opting for moderation and exploring alternatives.
According to the EU Agricultural Outlook 2025-35, wine consumption is projected to decrease by 0.9% annually, with average intake expected to drop to approximately 19.3 litres per capita by 2035. This marks a significant 9% reduction compared to the 2021-25 average.
The decline is largely attributed to a growing focus on health and wellness, with younger drinkers increasingly favoring moderate consumption and premium wines. Notably, countries with traditionally high wine consumption, such as France and Germany, are experiencing some of the steepest declines.
Despite an increase in sales of wine-based drinks, including low and non-alcoholic options, the Commission predicts that these volumes will remain relatively small throughout the forecast period.
Production levels are also expected to contract, with output forecasted to fall by 0.5% per year, reaching around 138 million hectolitres by 2035. Additionally, vineyard areas are projected to decrease by 0.6% annually, which could further impact future production.
The report highlights challenges in key export markets, particularly the US and UK, where demand is also waning. Consequently, EU wine exports are expected to decline by 0.6% annually from 2025 to 2035, while imports may decrease by 1.9% per year.
In light of these trends, several producing countries are calling for EU support to address surplus stocks, with discussions already underway regarding measures to assist the wine sector.
Source: The Drinks Business
