The global consumption trends shaping the future of the wine sector

Price sensitivity, moderation in alcohol consumption, demand for more sustainable products and the need to strengthen the value narrative are some of the main trends that will shape how consumption evolves and that open up new opportunities for the organic sector, according to Mintel's report on the future of wine and sparkling wines up to 2026, by Jimena Ávila, Mintel Research Consultant. The report was presented as part of the training course Keys to selling wine successfully in 2026: trends, competitor countries and Prodeca activities. 

A more cautious but demanding consumer

The global economic context continues to shape purchasing habits. In many key markets, consumers are more price-sensitive and are reviewing their spending on products considered non-essential. This caution, however, does not mean giving up on value altogether: consumers are willing to pay more when they perceive quality, differentiation and consistency with their values.

In this scenario, organically produced wines have a clear opportunity if they can justify their price through tangible attributes such as origin, production methods, certifications and the associated environmental and social benefits.

Sustainability as a key decision factor

The report highlights growing concern about ingredients and production processes, particularly given the negative perception of excessively processed food and drink. This trend favours organic products, which respond better to demands for naturalness, transparency and traceability.

Consumers want to understand what lies behind the product:

• where it comes from,
• how it was made,
• what impact it has on health and the environment.

In this respect, organic certification becomes a strategic asset, but it must be communicated clearly and in an educational way, especially in international markets where awareness of European labels may be limited.

Moderation and new consumption patterns

Another of the major trends identified is moderation in alcohol consumption, which extends beyond younger audiences and is establishing itself as a lifestyle choice. This behavioural shift is driving growth in categories such as low- and no-alcohol (LNA) products, many of which adopt organic and health-oriented positioning.

For the organic sector, this shift opens the door to:

• new formats,
• new consumption occasions,
• products that combine pleasure, wellbeing and responsibility.

Drinking at home and valuing the experience

At-home consumption continues to gain ground at the expense of out-of-home consumption. This requires brands to reformulate their value proposition, turning the product into an experience: telling its story, its origin and its craft, and strengthening the emotional bond with the consumer.

Organic products, especially those with strong territorial roots, have an advantage when it comes to building this narrative, provided they can connect authenticity with innovation.

Technology, innovation and the artisan narrative

The report notes that technology — including artificial intelligence — will play a growing role in agri-food production and marketing, including in sustainability terms (water efficiency, climate adaptation, impact reduction). It will nevertheless coexist with a counter-trend: the renewed appreciation of traditional methods and craftsmanship.

For the organic sector, the challenge is not choosing between technology and tradition, but integrating them into a coherent narrative that strengthens consumer trust and gives value to both responsible innovation and respect for natural processes.

Implications for Catalan organic companies

The trends identified point to a consumer who:

• buys less, but better,
• demands consistency and transparency,
• values real rather than merely declared sustainability,
• looks for products aligned with a healthy, conscious lifestyle.

For Catalan organic companies, this means strengthening:

• their value-positioning strategy,
• how organic attributes are communicated in international markets,
• the adaptation of formats and offers to new uses and consumption occasions.

Looking ahead

Everything points to continued growth in organically produced wines, but in a more competitive and demanding environment. The ability to read global trends, adapt the offer and build solid narratives will be key to consolidating the presence of Catalan wines in international markets in the coming years.