HNT: Today’s young adults are becoming conscious wine consumers sooner

By: Trademagazin Date: 2025. 04. 23. 11:10

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The proportion of occasional wine consumers among the 18-40 age group has increased significantly in the past two years, and health and environmental awareness, as well as the importance of the Hungarian wine growing region, are increasingly taking precedence when making a choice, according to a representative study commissioned by the National Council of Mountain Villages (HNT).

For younger adults, wine consumption is no longer just a tradition or a gastronomic accessory, but also a choice of values. Future wine consumers are also interested in the natural ingredients of wine, the absence of additives, the story behind the product, producer responsibility and the place of origin of the wine, according to a statement sent to MTI by the HNT on Wednesday.

The survey examined the wine consumption habits of Generation Z (18-29 years old) and Generation Y (30-40 years old) and pointed to clearly visible changes: while wine was not considered a really popular drink in this age group before, it is now starting to come to the fore.

Compared to the 2023 results, the proportion of wine consumers has increased significantly – by 23 percentage points for Generation Z and 8 percentage points for Generation Y. Although regular wine consumption is still not typical of young adults, it is increasingly appearing as an occasional pleasure, as 55 percent of respondents said. Generation Z is particularly at the forefront of this, with one in three people in their case tasting wine occasionally, while this is true for one in five people in Generation Y. According to more than half of those surveyed, the biggest advantage of moderate wine consumption is the beneficial effect on health and the social experience that a glass of wine can provide.