The market for organic wines continues to expand as health-conscious young people seek healthy products.

Key takeaways:

• The organic difference
• Young people are highly interested in wellness, sustainability, and organic products
• Millennials and Gen Z seek brands with whom they share values
• Organic wine has a strong future

Over the past decade, the organic wine industry has seen impressive growth. Once reserved for the non-conformist palates of health and wellness junkies in the 1960s, organic wine is now commonplace at restaurants, bars, and retailers worldwide. This rapid expansion from “niche” to “mainstream” is a result of the preferences of Millennials and Gen Z – their demand for organic goods as a whole is high, with organic wines being top of the list. 

Market research analyst Packaged Facts states in their Generational Food Shopping report that “Millennials and younger members of Generation X tend to be the biggest users of organic foods, and much more likely than average to agree that they especially look for organic or natural foods when they shop.”

What’s particularly interesting about this trend is that the demand is not isolated to one locale or country. In fact, the data shows that young people around the globe are highly interested in organic wines, as the organic wine industry is rapidly expanding.

How is organic wine different?

It is no secret that organic wine differs significantly from its conventionally produced counterpart, both in quality of taste and its impact on the body. Because organic wine is made without GMOs, added sulfates, or synthetic dyes, it often is associated with better health, as well as superior flavor. 

In addition to these tangible benefits in the end product, organic winemaking is inherently more ecologically friendly. Organic vineyards are farmed without the use of pesticides, herbicides, and chemical fertilizers. These practices help to prevent soil erosion, preserve the soil microbiome, and promote sustainability. 

Why young people are clamoring for organic wine

Despite these obvious benefits, organic wine (which has been in production for the better part of a century) has not made a significant impact on the market until recent decades. This is, presumably, because young people today are more concerned about wellness and sustainability than previous generations.

The millennial generation, as well as the up-and-coming Generation Z, wields incredible purchasing power, and a distinct preference for sustainable and organic goods. 

This translates to strong consumer demand for high-quality products. Millennials and Gen Z are very conscientious about the value of the foods they consume. They are aware of the connection between what they eat and how they feel, as well as the impact of traditional agriculture on the planet. 

And it’s not only the quality of organic wine that matters, but the quantity. Research shows that millennials, in particular, are spending more per bottle on wine than their predecessors. Clearly, the new and growing demand for quality wine is here to stay. 

Millennials and Gen Z seek brands with whom they share values

When examining the market changes for rising generations, it’s important to note the shift taking place in consumer values and expectations. Analysts have noted that millennials and Gen Z do not express high rates of brand loyalty. Essentially, young people do not have the same loyalty as older generations when it comes to selecting companies to support. 

Instead of brand loyalty, millennials and Gen Z want to find companies that embody values important to them. They want more than just a label on a product – they want to know that they can relate to a company and its values. 

The future of organic wine

Beverage researcher IWSR offers this fascinating snapshot of the future of the organic wine marketplace: “by 2022 the global table wine market will reach 2.43 billion cases;  87.5 million cases will be organic wine,  reflecting a 9.2% Compound Annual Growth Rate (CAGR) between 2017-2022.”

Driving this strong predicted growth is the well-documented appetite of young people for sustainably produced, quality organic products – including wine. 

As demand for organic wines continues to grow, the sky is the limit for producers willing to rise to the challenge of this eager new generation. 

Domaine Bousquet produces four million liters of organic wine per year, exported to more than 50 countries. With our own import companies in the USA, Europe, and Brazil, Domaine Bousquet currently ranks in the top 20 Argentine wineries in terms of exports and is the leader in organic wine.

Visit us online to learn more about our exceptional wine varieties, schedule a tour and wine-tasting at our beautiful winery, or find more information about retailers and distributors.