A Consumer Earthquake in France: Italian Prosecco Dethrones Champagne in Supermarkets Amid Rising Living Costs

French markets have witnessed a symbolic and historic shift in daily consumption habits, as French Champagne—the nation's iconic celebratory drink—lost its top position for the first time to its Italian rival, Prosecco, in supermarkets and shopping centers across France.

A Tangible Shift in Consumer Behavior in France

According to data from market research institute Circana, cited by trade publication Rayon Boissons, consumers in France purchased approximately 25.31 million bottles of Italian Prosecco over the 12-month period ending in late July 2026, compared to 25.23 million bottles of French Champagne. Although the difference is merely around 80,000 bottles, it marks a pivotal turning point in a market long dominated by domestic French products.

This decline was not confined to major retail chains. Figures released in late August by the National Establishment of Agriculture and Sea Products (FranceAgriMer) confirmed that the Italian sparkling wine is also making strong inroads into the French bar and restaurant sector. In 2025, purchases of Champagne by the hospitality and restaurant industry declined by 5.5%, whereas Prosecco purchases soared by 22.6%, even outperforming local "Crémant d'Alsace," which grew by 5.4%.

Purchasing Power Pressures and Price Disparities Drive the Change

This shift comes amid clear cost-of-living pressures and growing concern among households and residents in France over declining purchasing power, prompting them to adjust expenditures and cut back on leisure and dining out. Specialized wine portal Vinetur explains that Prosecco has experienced a massive 175% surge since 2019, fueled by the widespread popularity of cocktails such as the Spritz.

The price gap stands out as the decisive factor tipping the scales. Since 2019, the average price of a 75cl bottle of Champagne has leaped by 17% to reach €21.16, while the price of a bottle of Prosecco has risen by only 5% to settle at €5.30—roughly four times cheaper. This disparity has led restaurants and consumers alike to favor alternatives less vulnerable to inflationary waves.

A Boom in Italian Food Exports

The success of Prosecco coincides with a broader boom for Italian agri-food products both in France and globally. The value of Italian food exports reached a record-breaking €70.9 billion in 2025, an increase of 5%, according to the Italian Trade Agency (ITA). France experienced a notable uptick in demand for other Italian staples, including pesto sauce (+15%), pasta (+34%), and mozzarella cheese (+6%).

In contrast, the decline in Champagne sales has negatively affected France's agri-food trade balance. Data from the Comité Champagne showed that exports dropped to 152 million bottles in 2025, down by 1.2 million bottles compared to the previous year, highlighting the genuine headwinds confronting the traditional luxury sector as consumer priorities pivot toward savings.