Trend report: “What does the Dutch consumer think of organic wine?”

Trend analysis commissioned by the world’s largest organic wine fair “Millésime Bio”

“Organic wines constitute a substantial and growing segment within total supply in the Netherlands”: this is the overall conclusion of a trend analysis conducted by influential wine professionals and consumers. In January, the 25th edition of the world’s largest event for organic wines takes place in Montpellier. For this occasion, SudVinBio organized to focus on the Dutch bio-wine market. On Sunday, September 24, the results were published from an analysis of over 400 wine consumers and interviews with well-known writers and responsible wine buyers at Albert Heijn and Jumbo Supermarkets.

Findings of the research are bundled under the heading ‘Organic wines in the Netherlands: trends, expectations and developments’. Jacques Frelin, Director Terroirs Vivants and Vice Chairman SudVinBio and Cendrine Vimont, Communications Manager at SudVinBio gave a presentation about the Millésime Bio International Exhibition; For 25 years, 950 exhibitors and over 4,500 visitors have been able to visit the exhibition without proof of admission, provided that they are professionally employed in the wine sector. Register vinologist Chris Alblas presented the trend report on organic wines in the Netherlands with the overall conclusion that consumer demand will continue to increase in the future.

Results research wine consumers:

• 89% of the wine consumers have been drinking organic wine. There is no difference between men and women in terms of frequency.
• Main reasons for non-drinking of organic wine: Insufficient information available and organic wines not easily found in the store.
• For many consumers it is not clear where the concept of organic wine stands for; Which factors may or may not concern: environment, health, taste, quality
• The wine consumer says willing to pay more money for products that contribute to the environment – of course, organic wine also applies.
• All different logos and brand marks create consumer confusion, there is a need for unambiguous and clear information.

Results research wine professionals:
• Most of the interviewd people think that there is insufficient information about organic wines and that it is not unambiguous. This is clearly a task for the wine industry and not least for retailers.
• Continued growth in the production of organic wines. Initially, it was mostly the small independent wine farmers, but now large producers are also switching to bio vineyards.
• These known labels will play an important role in consumer interest, known labels are previously purchased in bio variant.
• Through the urge for sustainability and the quality improvement of organic wines, consumers will be encouraged to consume and purchase organic wine.
• All different logos and brand marks cause consumer confusion, there is a need for unambiguous and clear information.
• Offering bio wines in separate shelves at the store offers opportunities for the retailer as well as for the wine consumer.
• Main benefits: the land is not exhausted, plus a better and healthier working environment for wine farmers and employees.
• Buy argument: The consumer buys organic wine to help the wine farmer or producer and because it is better for the environment.

The trend report shows trends, expectations and developments in the field of organic wines. In order to get an image of organic wines in the Netherlands, 409 wine consumers completed an online survey last summer. Subjects were the average expenditure and (motivation for) purchase of organic wines. Qualitative research has also been conducted among eight renowned professionals from the wine world. Well-known wine journalists Harold Hamersma and Hans van de Meeberg were part, but also wine responsible Spike Huisman (Albert Heijn), Alexandra Pouderoyen (Jumbo), Birthe van Meegeren (Gall&Gall), Berry Schapendonk (Sligro), Carlijn Drenth & Boelen) and Larry Renardel de Lavalette (Okhuysen Winery). They were asked how they think the consumer is looking at organic wines.

Millésime Bio is to date the world’s leading organic wine fair. From 29 to 31 January, wine professionals will find the very best organic wines from around the world with no less than 950 exhibitors. The fair is the largest international platform for organic wines, and is made possible by wine producers from Occitanie, who are members of Sudvinbio. Sudvinbio has been the foundation of the organization of Millésime Bio for many years. Occitanie is the largest region in the field of organic wine growing in terms of both surface area and number of producers and production. Occitanie represents more than 1/3 of the organic vineyards in France (a total of almost 71,000 hectares). Over 800,000 hl of organic wine is produced here.

· 29, 30 & 31 January
· Parc des Expositions, Montpellier
· Monday: 10am – 7pm
· Tuesday: 9am – 7pm
· Wednesday: 9am – 5pm