You may not realise it yet, but the changing trends of what you eat are largely due, in part, to the rise of the generational powerhouse that is millennials. Millennials being those people born between 1980 and 2000.
More importantly, millennials represent 42% of total expenditure on all wine purchases, and by 2026 they are set to become the largest fine wine consuming generation.
Millennial influence on organic produce
The influential power that millennials wield is vast. None more so than on the food and drink industry – their preferred drinking habits have even trickled down to the organic wine industry.
We say trickled down, what we really mean is the meteoric uptake in organic wine can be attributed to this one generation.
So how are millennials influencing the organic industry?
Credited as being the generation who are out to change the world, they have technology at their fingertips and a voice they aren’t afraid of being heard. And according to Forbes, millennials are the healthiest eaters out of all the generations.
The Organic Trade Association says that 52% of organic consumers are millennials, with 52% of them eating more vegetables than any other generation. This youthful cohort places a high value on the produce they consume.
They understand that what they choose to put in their bodies is bigger than them – it’s not just their health that lies in the balance, but the health of the planet. And this makes them very aware of their eating and drinking habits.
And so to take action, this generation has been the one to educate themselves on all things natural and organic, with a whopping 40% of millennials now following a plant-based diet.
Millennials and the organic wine industry
But how are the organic preferences of millennials impacting the organic wine industry?
Well, with consumers now demanding more transparency in the food chain, and armed with a better understanding of where their food and drink comes from, they have fast realised the detrimental impact of the unsustainable way in which we currently approach food production – with a heavy reliance on chemical fertilisers and man-made pesticides to ensure a continuous supply.
And wine is no exception.
To combat this devastating impact consumption is having on the planet, millennials are switching their wine preference towards sustainably sourced wines. They want to know what has gone into the wine before they buy it and drink it.
As such, they are pushing hard for organic, sustainably sourced wine to be more widely available, not just online, but in supermarkets and when they go out for meals. Because consumers aren’t just drinking organic wine in the comfort of their own home, they want it wherever they go.
So what can the premium organic wine industry do to keep up with this demand?
Premium organic wine
Well, the thing with millennials is that they don’t have brand loyalty, instead what they look for in a premium organic wine brand is a company with values they can relate to, as well as provide them a great wine-drinking experience.
(They can find both all under one roof with Pull The Cork’s selection of premium organic wines…)
Yes, organic wine may only account for about 3.6% of the current global wine market, but it is a sector that is growing exponentially, with a forecast of over 1 billion bottles of organic wine set to be consumed by 2023 – double what was consumed in 2013.
And when demand is this high, it forces the wine industry to sit up and take notice, and more importantly, react.
To meet this growing demand for premium organic wine, winemakers are turning their attention toward organic viticulture and biodynamic farming practices in response. Which is great news, not just for consumers, but for the planet too.
Organic viticulture preserves vineyards and enriches the soil, making organic wine production sustainable and good for the environment. Oh, and hugely improving the quality of the wine produced in the process.
But turning vineyards organic isn’t a small task – it’s a huge undertaking, but one that more and more wine producers are doing.
Organic wine production may be small fry at the moment, but it’s a growing market, and so despite the challenges that meeting the strict organic certification criteria throw at producers, not to mention the expense of certification, those vintners who choose to make the change should be championed – the end result is totally worth it.
Because when premium organic wine is produced, the land on which the organic grapes are grown is maintained in a sustainable way – ensuring a continued supply of said premium organic wine for eons to come, and guaranteeing a burgeoning wine business for the producers. It’s a win-win all around.