Organic wines: Development still restricted by price and lack of knowledge

Tuesday October 13 2015 by Vitisphere

Organic wines: Development still restricted by price and lack of knowledge

On September 29, Sud Vin Bio presented the findings of an Ipsos survey of a representative sample of consumers in four European countries: Great Britain, Germany, Sweden and France. Although one third of European respondents said they drank organic wines, lack of information and prices were revealed as the two main obstacles to buying them.

In Germany and the United Kingdom, consumers said they thought that lack of information was the main restriction to growth of organic wines. Conversely, in France and Sweden, the price was deemed more important: for 34% of French and 32.4% of Swedish people polled, the price is the main hindrance. This is despite the fact that the additional cost is relatively low at 1.5 euros in France and 50 cents in Sweden.

The price issue is extremely significant in France where 73.1% of respondents believed organic wines to be more expensive; this was the highest percentage of all four countries polled. Similarly, 44% of the French claimed that more accessible pricing would be a buying cue.

Commenting on the survey, Patrick Guiraud, chairman of Sud Vin Bio, said that the issue of consumer information should be addressed. “We are asking the ministry of agriculture to finance a generic press and PR campaign on organic products through Agence Bio”. This isn’t the first time the organisation has called for a campaign but until now, its requests have gone unheeded. Its basic tenet is that by educating consumers about the advantages of organic products (environment, jobs, health…), the share of the organic market will expand. “Organic farming involves rules and inspections which ultimately provide guarantees for consumers who need reassuring”, adds Patrick Guiraud.

On the issue of pricing, he believes people should stop assuming organic means expensive. “Organic products are no more expensive! If you compare an organic and a conventional wine, you have to compare the same category”. In Patrick Guiraud’s opinion, the gap between the two is tenuous, particularly in the higher priced segments which require a bigger budget anyway. It seems unlikely, however, that all consumers necessarily fall into that category.
 

[Source and photo: Vitisphere]

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