About this reportThe French alcoholic drinks market remains one of the largest of consumer markets, but is in slow long-term volume decline.
The social and cultural climate has moved inexorably against excessive drinking and it appears that even wine-drinking, that quintessentially French habit, has become occasional, rather than habitual.However, whilst the French are undoubtedly drinking less than they have ever done, it would appear that they are drinking better.
Across all sectors, the move towards the premium is now well-established.
That this has failed significantly to add to market value is a result of intense pressure on prices.
Prices are high in the on-trade, but fewer French people are going out to drink and those that do are doing so less often.
As the balance of power shifts to the off-trade, multiple grocery becomes increasingly important and economic pressures have helped make the French ever more price-sensitive.
They want to drink better, but not necessarily to spend more.The alcoholic drinks market is unlikely to disappear, but its future prosperity depends on how well it can adapt to a society and to a consumer which has changed more rapidly than has the industry itself.