Only 32% of French Consumers Say Organic Wine Tastes Good, Study Finds

The French wine market is seeing a clear divide among consumers when it comes to organic wines, with opinions split mainly over taste and price rather than environmental impact. This division was highlighted in a recent online study conducted in September 2025 by the Observatoire Société et Consommation (ObSoCo) for SudVinBio, the interprofessional association for organic wines in southern France. The study surveyed 2,500 adults representative of the French population.

According to Agnès Crozet, deputy director at ObSoCo, about a quarter of alcohol consumers are firmly opposed to organic wine, often for reasons that appear almost ideological. This resistance is especially strong among older consumers, who tend to be more attached to conventional wine and skeptical of organic agriculture in general. On the other hand, 30 percent of respondents are enthusiastic supporters of organic wine, with younger people making up a significant portion of this group.

The study found that 69 percent of those surveyed drink wine, while 22 percent never consume alcoholic beverages and 9 percent drink alcohol but not wine. Of the wine drinkers, 39 percent buy organic wine and 30 percent stick exclusively to conventional wine. Younger adults are overrepresented among organic wine consumers: people under 35 make up 28 percent of the general population but account for 31 percent of organic wine drinkers. In contrast, only 18 percent of exclusive conventional wine drinkers are under 35. Crozet notes that young people are also more likely to abstain from wine altogether, with 36 percent of non-wine drinkers falling into this age group.

When asked about the benefits and drawbacks of organic wine production and consumption, there was broad agreement—even among exclusive conventional wine drinkers and non-drinkers—that organic agriculture helps protect the environment and biodiversity. Fifty-three percent of conventional-only consumers agreed with this statement. However, Crozet points out that disagreements arise on other issues, particularly taste and value for money.

Only 32 percent of respondents said they believe organic wine tastes good, while 24 percent disagreed and 43 percent were unsure—often because they do not drink it themselves. There is a perception that organic wine is not for everyone: 35 percent think it is reserved for connoisseurs, and 37 percent believe few people actually enjoy it. Price remains the most divisive issue: 40 percent consider organic wine to have poor value for money, compared to just 19 percent who see it as a good deal. Nearly six out of ten non-organic wine consumers view it as expensive and hard to access, while only 13 percent see it as affordable.

The study divided respondents into six groups based on their attitudes toward organic wine. Twenty-four percent are "closed" to organic wines and have a negative image of them; these are mostly older consumers who reject organic agriculture on principle and see organic wines as elitist. Eighteen percent are "epicureans," generally well-educated individuals who associate organic wines with pleasure, taste, and ecology but lament the lack of variety available. Twelve percent are "status seekers," younger people who consume organic wines out of strong conviction. Other groups include the "available" (22 percent), who consume other organic products but know little about wine; the "pragmatic" (19 percent), who believe in the quality and environmental value of organic wines but are deterred by price; and a small group labeled "conflicted," who have tried organic wines but had disappointing experiences.

Julien Franclet, president of SudVinBio, responded to the findings by emphasizing that consumers generally have a positive view of the organic label, especially regarding its environmental benefits. However, he acknowledged that concerns about price are widespread across all certified organic agricultural sectors—not just wine.

The results suggest that while there is consensus on the environmental advantages of organic viticulture in France, significant barriers remain around taste perceptions and affordability. These factors continue to shape consumer behavior in a market where tradition and innovation often collide.