Organic wine is generally considered to be more expensive than conventional wines. The aspect of environmental friendliness is more associated with wines produced sustainably in the consumers' minds. Although the concept of natural wine lacks any (legal) definition, consumers still seem to have specific associations with it, mainly positive ones.
In many wine markets, the number of consumers for whom sustainability and related factors play a role in wine selection is increasing. In the UK and the US, the proportion of wine consumers willing to pay more for sustainable wines has also increased between 2021 and 2022. Almost half of US consumers would always choose a sustainable wine if given the choice, with the majority being from Generation X (1965–1980) or Generation Y (1981–1996).
*Regular wine drinkers were surveyed in October 2022 in Argentina, Australia, Brazil, Canada, Denmark, France, Hong Kong, Ireland, Japan, New Zealand, Portugal, Singapore, South Korea, Spain, the UK, the US, China; n=19,835
**Regular wine drinkers were surveyed in each country; n ≥ 6,254
