Sparkling wine remains resilient thanks to younger LDA appeal

Despite a difficult 2024, pockets of growth remain for sparkling wine in key markets the US, the UK and France, thanks to the category’s appeal to a younger LDA audience and a move beyond special occasions to everyday, informal settings. Sparkling wine volumes registered slight declines in all three markets during 2024, but still managed to outperform the struggling still wine category, according to the recently released IWSR Sparkling Wine Landscape Reports for France, UK and the US.

Champagne’s higher prices and premium positioning are limiting its growth potential, with declines in all three markets during the 2019-24 period. Prosecco has been the big winner, growing volumes at a CAGR of +7% in the US and +17% in France over the same timescale, but has lost momentum in the UK. Smaller segments, such as flavoured sparkling in the US, Crémant in France and English sparkling in the UK, are gaining ground.

“Sparkling wine faces challenges, but also has clear opportunities,” says Luke Tegner, head of consulting. “Younger LDA drinkers are highly engaged with the category and enjoy it on casual, everyday occasions beyond traditional celebrations. If this pattern grows, sparkling wine can attract new consumers and increase the frequency at which existing drinkers purchase it.

“Overall, sparkling wine is becoming more embedded in consumers’ lifestyles, as consumer behaviour in the category continues to evolve, shaped by shifting attitudes towards spending, wellbeing and consumption occasions. Younger cohorts – particularly Millennials and LDA Gen Z – remain the key drivers of change.”

US: Participation rebounds

Although total sparkling wine volumes in the US declined by -2% in 2024, the category remains well above pre-pandemic levels, having expanded at a CAGR of +4% between 2019 and 2024. According to IWSR consumer research, after a decline in the number of sparkling wine drinkers between 2022-24, participation bounced back in 2025, reaching 27% of the LDA population, well above 2019 levels (21%).

Prosecco and flavoured sparkling have been the most dynamic growth segments over the past five years, expanding largely at the expense of Champagne: Prosecco volumes increased at a CAGR of +7% during 2019-24, and flavoured sparkling grew at a CAGR of +25%, whereas Champagne was stable over the 5-year period despite a decline of -5% in 2024.

“Accessibility and a range of prices are significant advantages for Prosecco and flavoured sparkling wines, while Champagne’s premium positioning limits its growth,” points out Adam Rogers, North American Research Director. “As economic uncertainty persists and consumers cut non-essential spending, Champagne is more likely to be impacted.”

IWSR consumer research shows shifting habits across generations: while sparkling wine remains associated with celebrations among all age groups, younger LDA drinkers are increasingly embracing it for informal occasions, such as casual meals and relaxing at home at the end of the day. This represents a notable shift, with sparkling wine gaining share from red and white wine for casual meals among Gen Z.

Meanwhile, consumption frequency appears to have peaked, following a boom in the wake of the Covid-19 pandemic from 2021-23. The proportion of sparkling wine drinkers consuming it at least once a week is now declining, although it still remains above pre-pandemic levels.

France: Champagne eroded by Prosecco and Crémant

As in the US, sparkling wine is clearly outperforming still wine in France, registering a -1% CAGR decline between 2019 and 2024, versus -6% for still wine. Participation rates remain largely stable, with 78% of the LDA population drinking sparkling at least once a year.

Meanwhile, the average sparkling wine drinker in France is getting younger: IWSR research shows that the penetration of the category among 45- to 54-year-olds declined between 2021 and 2025, while the proportion of younger LDA consumers increased. Today, one in 10 sparkling wine drinkers is aged between 18 and 24.

Prosecco’s explosive growth may now be easing: although volumes expanded by +12% in 2024, this represents a slowdown versus the 2019-24 CAGR gain of +17%, with consumer awareness and penetration not increasing between 2024 and 2025. For the moment, however, growth is continuing, with volumes up by +11% in the first half of 2025.

Crémant d’Alsace has emerged as Prosecco’s principal challenger, remaining stable in 2025, while the broader Crémant segment continues to expand, with volumes up by +6% in 2024, and growing at a CAGR of +3% between 2019 and 2024.

Champagne, however, continues to decline in its home market. Volumes were down by -7% in 2024, with all price bands falling, and shrank at a CAGR of -4% between 2019 and 2024. Volumes were also down by -5% in the first half of 2025.

“Although Champagne continues to dominate in terms of prestige and status, its image among consumers has deteriorated when it comes to perceptions of hedonism and value for money,” says Arthur Derail, Senior Analyst.

“Meanwhile, the overall sparkling wine market in France seems to be propelled by younger LDA+ consumers, with penetration rebounding among those under 45. These younger cohorts also show higher consumption frequency than their elders, with certain appellations (Limoux, Saumur, Crémant de Bordeaux and Crémant de Loire) performing particularly well.

“Targeting these younger LDA consumers is therefore a key growth opportunity. This requires responding to their highly diverse expectations in terms of product types, consumption contexts and purchasing channels.”

UK: Stability supported by cocktails and spritzes

Despite continued economic pressures in the UK, the sparkling wine category is stable. While volumes declined by -1% in 2024, they were flat over the 2019-24 period, compared to a still wine market that capped a disappointing 2019-24 period (CAGR -3%) with a further -2% volume decline in 2024.

As in France, the number of sparkling wine drinkers in the UK increased during the pandemic and has since stabilised, but the profile is becoming younger, with LDA Gen Z and Millennials representing a growing share, signalling opportunities for future growth.

Unlike in the US and France, Prosecco appears to have peaked in the UK. Volumes were flat in 2024 and declined at a CAGR of -1% between 2019 and 2024, with IWSR consumer research showing declines in conversion and consumption across age groups, led by falling consumption frequency among Millennials and Gen X.

Champagne is also declining, seeing volumes fall by -4% in 2024, despite improvements in consumer awareness and perceptions. “While premium price bands have declined in volume, particularly since 2023, standard-priced Champagne has grown, highlighting how economic pressures are leading buyers to down-trade,” explains Patrick Fisher, Senior Analyst.

Meanwhile, the main growth categories are English sparkling wine and Crémant, the latter recording a double-digit volume gain in 2024. IWSR consumer research shows that English sparkling continues to strengthen its reputation for quality and taste, resonating especially with Gen Z, but availability remains a barrier to wider uptake.

“Sparkling wine in the UK remains resilient amid economic pressure, supported by the popularity of cocktails and spritzes,” says Fisher. “The category continues to move beyond traditional celebrations, supported by the popularity of spritz serves, cocktails and informal social occasions.

“Younger Millennial and LDA Gen Z consumers display broader repertoires, are more likely to trial new products, and have been central to the rise in cocktail consumption since 2024, especially sparkling wine-based serves.”