Could there be a turnaround?

By: Ipacs Tamás Date: 2025. 12. 09. 11:26

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Contrary to many other analyses of consumption among younger generations, data from this year’s representative survey commissioned by the National Council of Wine Communities (HNT) reveals: young adults are turning to wine more consciously and earlier than any previous generation.

This article is available for reading in Trade magazin 2025/11.

The data suggests that the Hungarian wine market is undergoing a spectacular transformation: Generations Z and Y (the 18-40 age group) are giving new impetus to wine consumption. The proportion of occasional wine drinkers in Generation Z has increased by 23 percentage points in two years, and there was an 8 percentage point rise for Generation Y. Overall, 55% of those surveyed said they were wine drinkers. According to the research, for young adults wine is a symbol of consciousness: a healthy lifestyle and naturalness are important to them, together with sustainability and experiences.