Conscious wine consumers: changing habits among younger generations

According to the research conducted between March 27 and April 2, 2025, on a sample of 500 people, there has also been a significant increase among Generation Z (18-29 year-olds) and Generation Y (30-40 year-olds): the proportion of wine consumers among the younger age group increased by 23 percentage points, while among the older age group it increased by 8 percentage points compared to 2023. Although regular wine consumption is still rarer, occasional consumption is becoming more common: 55% of respondents use wine in this way, especially members of Generation Z.

The survey also showed that the biggest benefits of moderate wine consumption among young adults are considered to be the positive effects on health and the social experience. More than half of the respondents emphasized that when choosing a wine, they pay special attention to natural ingredients, the absence of additives, sustainability and the importance of the Hungarian production site.

“A new type of experience-based, conscious wine consumption has developed among the younger generations, which can also give new impetus to domestic wineries,” said Andrea Gulyás, director of social relations and communication at the National Council of Mountain Villages.

The research also examined the role of health and environmental awareness in wine choice for the first time. A third of the respondents pay attention to the effects on health, especially antioxidant content, low alcohol content and the absence of additives. People living in county seats stand out in this regard: the rate of conscious wine choice among them reaches 50%.

Supporting local producers and sustainable viticulture has also become an important aspect: almost half of the respondents value these efforts, and the popularity of Hungarian wines remains unbroken.