French Shoppers Show Rising Trust in Supermarket Wines Despite Sales Decline

At the Wine Paris 2026 trade show, Rayon Boissons presented the results of a new study on how French consumers view wine sections in supermarkets. The research, conducted by YouGov in December 2025, follows up on a similar survey carried out in 2005. The goal was to analyze how wine-buying habits have changed over the past two decades.

Despite a 4.2% drop in wine sales in French supermarkets between 2024 and 2025—equivalent to 35 million fewer bottles sold—supermarkets remain the main channel for wine purchases in France. According to the study, nearly 9 out of 10 consumers reported buying wine from a supermarket or hypermarket in the past year, excluding hard-discount stores. This figure represents an increase of 19 points compared to 2005, with 84% of respondents saying they bought wine from these outlets.

Trust in supermarket wines has also grown. The study found that 97% of those surveyed trust the wines sold in supermarkets, and 52% say they have “complete trust,” which is an increase of 8 points since 2005. When it comes to quality, perceptions have improved as well: 82% believe that the quality of wines available in supermarkets has improved over the last 20 years.

Price remains a key factor for many buyers. Half of the respondents said that supermarkets offer better value for money than other sales channels such as direct sales from producers, wine shops, or online retailers.

The choice of where to buy wine often depends on the occasion. For everyday purchases, 73% of respondents prefer supermarkets—a rise of 11 points since 2005—while only 6% go to specialty wine shops for this purpose. For dinners with friends, 57% choose supermarkets or hypermarkets, up by 6 points compared to two decades ago. In contrast, only 25% visit a wine shop for such occasions. However, when buying wine as a gift, nearly half (47%) prefer to go to a wine shop, while just 35% opt for supermarkets.

The study also highlighted some weaknesses in supermarket wine sections. Respondents pointed out a lack of information and advice available in stores, as well as concerns about how bottles are stored and preserved.

Wine fairs held by supermarkets are seeing less foot traffic than before. Only 36% of consumers said they attended these events in 2025, down by 13 points from 2005. However, these fairs remain important for retailers: among those who did attend, 91% bought at least one bottle during the event.

The findings suggest that while overall supermarket wine sales have declined slightly, large retail chains continue to play a central role in how French consumers buy their wine. Trust and perceived quality have increased over time, but there are still areas where supermarkets could improve their offerings and services to better meet customer expectations.