5 things you should know about the organic wine market in France

Thursday September 16 2021 by Vitisphere

 Many consumers are willing to pay more for organic wines. They also want them to be additive-free and often do not know that they contain pesticide residues. Many consumers are willing to pay more for organic wines. They also want them to be additive-free and often do not know that they contain pesticide residues. - Photo credit : Alexandre Abellan (Vitisphere)

At a press conference held by the French National Research Institute for Agriculture, Food and the Environment (INRAE) on 7 September during the Organic World Congress, economist Eric Giraud-Héraud delivered a presentation on organic wines. Here are the five key takeaways from his presentation.

 

1) 20% of French people drink organic wine at least once a month

The figure is constantly on the increase, even though it remains well below the 90% for other certified organic agricultural produce, according to Agence Bio’s latest consumption barometer.

 

2) Consumers are prepared to pay 20% more

Based in Bordeaux, Eric Giraud-Héraud and his team of researchers have created experimental markets to identify the price at which consumers are willing to pay for a wine depending on the characteristics they are told about. Their research shows that organic certification can now allow producers to increase their added value by 15%.

Conversely, if the customer's attention is drawn to the fact that the wine is not organic, they will want to pay between 5 and 10% less.

 

3) Sensory qualities take priority over certification

The economist's studies have all shown that sensory quality is more highly valued than environmental certification.

 

4) Consumers think that organic wines contain no pesticide residues

One in two French people do not know that organic wine contains pesticide residues, and 60% of consumers do not know that there may be copper residues. “So be mindful of communication and the risk of dashed beliefs”.

 

5) Consumers do not want additives

Organic certification leads to more complex demand for naturalness”, warned Giraud-Héraud. Many consumers want additive-free wines, especially ones without added sulphites.

 

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