For Young Adults, Wine Consumption Is about More than Just Taste

Over the past two years, the proportion of occasional wine drinkers has significantly increased among 18–40-year-olds, and when choosing wine, health and environmental consciousness, as well as the importance of Hungarian origin, are increasingly coming to the forefront, says a representative study commissioned by the National Council of Mountain Communities (HNT).

The survey examined the wine consumption habits of Generation Z (ages 18–29) and Generation Y (ages 30–40) and revealed significant changes. Whereas wine was previously not a particularly popular drink in this age group, it is now becoming more prominent. For younger adults, wine consumption is no longer just a tradition or a gastronomic accessory, but also a value-based choice.

Compared to results from 2023, the proportion of wine consumers has increased significantly — by 23 percentage points among Gen Z, and eight points among Gen Y. Although regular wine drinking is still uncommon among young adults, occasional enjoyment is becoming more frequent, with 55% of respondents stating this. Gen Z leads the trend, with one in three reporting occasional wine tasting, compared to one in five in Gen Y. More than half of respondents said the main benefits of moderate wine consumption are positive health effects and the social experience of sharing a glass of wine.

A new habit has emerged among younger adult generations: experience-driven, conscious wine consumption. They care about wines being locally sourced and produced with a focus on sustainability.

The study also reveals that young adults are becoming wine consumers earlier than before. In the current market environment, this may give new momentum to Hungarian winemakers,” said Andrea Gulyás, director of public relations and communication at the HNT.

The study also examined the role of health and environmental consciousness in wine selection. It found that young adults are increasingly paying attention to the ingredients and health effects of wine — more than one-third of respondents said they do so.

Special attention is given to health benefits, cardiovascular effects, lower alcohol content, and the natural, additive-free composition of the wine.

Among those living in county capitals, half consciously choose wines based on these criteria.

Supporting local producers and sustainable viticulture also proved to be important, with nearly half of respondents valuing these aspects. Hungarian wines remain highly popular, with well over half of respondents preferring domestic options. While health and naturalness go hand-in-hand for most when choosing wine, certified organic or bio labels are not a major focus: in Budapest, only 2%, in villages 3%, and in cities and county seats 10% and 9%, respectively, pay attention to such certifications when selecting wine.

Via MTI; Featured picture: Pixabay