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Alcohol consumption in France is undergoing a profound and lasting shift. Long considered a cultural exception, the country is now embracing moderation, driven by new societal, generational, and lifestyle expectations.
Today, nearly 1 in 3 French people do not consume alcohol, representing 22.84 million NoLow consumers (alcohol-free or low-alcohol beverages). This figure reflects a new reality: NoLow is no longer a niche market, but a core pillar of the beverage industry.
Over the past thirty years, alcohol consumption in France has fallen by 30%, roughly 10% every decade. This ongoing decline reflects deeper behavioral changes, with a focus on balance, wellness, and self-control replacing yesterday’s excesses.
This trend is not about giving up pleasure. On the contrary, it reflects a desire to consume less but better, prioritising quality, experience, and meaningful choices.
The café, hotel, and restaurant sector (HORECA) plays a central role in this transformation. Wine now represents 18% of NoLow consumption during HORECA outings, showing that consumers seek sophisticated alternatives aligned with gastronomy and conviviality.
Notably, 49% of NoLow consumers order it almost every time they visit a HORECA establishment, making alcohol-free wine a habit rather than an occasional choice.
France is now Europe’s leading country for alcohol-free wine cellars. In just four years, their number has grown from 1 to 33, demonstrating rapid market acceleration and growing consumer interest in specialised, educational, and experiential venues.
In supermarkets, alcohol-free beverages now account for 2.3% of total beverage sales, still modest but steadily growing, with significant medium-term potential.
A major market trend is the rise of “flexidrinkers”: consumers who naturally alternate between alcoholic and alcohol-free drinks depending on context, moment, or desire. They embody a flexible, guilt-free, and mindful consumption style.
Today, 4 in 10 consumers enjoy both alcohol and NoLow beverages, creating hybrid drinking habits that redefine consumption occasions and open new opportunities for brands offering premium, credible, and desirable products.
Consumer motivations are evolving. 66% cite physical health as their main reason for choosing NoLow. It is no longer just a temporary restriction but a lifestyle choice aligned with wellness, performance, and longevity.
Alongside health, taste exploration is increasingly important. Consumers now expect alcohol-free beverages to provide a true sensory experience, comparable to their alcoholic counterparts.
Meeting these new expectations, Oh my Baie offers a clear and ambitious solution: a premium alcohol-free wine collection, designed to accompany modern drinking habits and elevate every moment of conviviality.
