Millésime BIO, the World Fair for Organic Wines and Other Alcoholic Beverages to be held at the end of January / beginning of February 2023, has presented the results of the Millésime BIO / CSA study on consumers' relationship with organic and sustainable labels in wine.
Conducted within the framework of the European Observatory on the Consumption of Organic Wine and Other Alcoholic Beverages, this Millésime BIO - CSA survey shows that organic labels prevail over other families of labels on the issues of awareness and trust. In particular, organic wines rank first on the major criteria of not using synthetic chemicals, respecting the environment, protecting health and the reliability of controls.
Thus 96% of French consumers recognise an organic label, compared to 39% for the HVE label, for example. And 93% of French consumers who recognise an organic label know what it means, whereas only 73% of those who recognise the HVE label are able to say what it is. In France, organic labels are the most (re)known but also the best understood. The situation is similar in the other countries covered by the survey, although the scores vary: the French and Germans are more aware of labels than the Belgians and especially the British.
In the eyes of European consumers, the family of organic labels is best positioned on major criteria such as the non-use of synthetic chemicals, respect for the environment, health protection and the reliability of controls, as well as on organoleptic quality. Also, when the factors are crossed, the organic labels stand out compared to the other families of labels, which leads 61% of respondents to consider that it is justified that a wine with an organic label costs more than a non-organic wine.
In terms of surface area and turnover, France is the world's leading producer of organic wine. In 2021, the last full year of reference, all the indicators are up, not to say strong or very strong growth, including conversion starts which have jumped by 23% in one year, which suggests an almost mechanical increase in production areas but also in sales, on the one hand because these new volumes will replace conventional volumes on the markets, and on the other hand because some operators did not have, until now, sufficient volumes to attack certain markets, especially export markets.
Source: La Champagne de Sophie Clayes