Prosecco outsells Champagne in French supermarkets for second consecutive year

A narrow lead for Prosecco

For the second consecutive year, French supermarkets sold more Prosecco than Champagne. TF1 Info reported on November 9 that the Italian sparkling wine finished 2026 about 80,000 bottles ahead of the French category in this retail channel, indicating a change in household purchasing despite Champagne’s continued prestige in France.¹

Supermarket sales of Champagne declined by 4.6% from the previous year to 25.23 million bottles. Prosecco sales increased by more than 10%, giving the category its narrow lead in total bottles sold.¹

Price reshapes purchasing decisions

The principal difference is price: an average bottle of Champagne costs more than €25, approximately four times the price of Prosecco. Consumers interviewed in the TF1 Info report still regarded Champagne as their preferred option, with some describing Prosecco as an inferior wine, but tighter grocery budgets have prevented that preference from translating fully into purchases.¹

Emilie Mayer, head of a research firm quoted by TF1 Info, said Champagne’s higher price has a substantial effect on the total cost of a supermarket basket. French consumers are scrutinizing expenditure while remaining reluctant to abandon modest pleasures, allowing Prosecco to replace Champagne on some occasions.¹

The affordability gap has been widening for several years. Since 2019, according to TF1 Info, the average price of Champagne has risen much faster than the average price of sparkling wine, while households have remained sensitive to everyday costs.¹

Producers point to higher costs and longer production

Champagne producers say they have limited scope to reduce prices. Philippe Dessertenne, chief executive of Champagne Nicolas Feuillatte, said production, transport and labor costs have all increased in recent years. He also argued that Champagne and Prosecco are not directly comparable because their production rules and schedules differ substantially: Champagne requires a much longer production and aging cycle, with a minimum of three years, whereas Prosecco can be produced considerably faster.¹

Changing drinking occasions

Lower interest in alcohol among French consumers is also contributing to weaker Champagne sales, TF1 Info reported. Consumers are increasingly choosing lighter, sweeter cocktails, in which the less expensive Prosecco is often used. The combination of price and changing drinking occasions could affect positioning, supermarket shelf selections and promotions across sparkling wine, increasing competition among imported wines, French alternatives and premium Champagne brands seeking to preserve sales volumes without weakening their image. Champagne remains culturally dominant in France, but supermarket purchases are increasingly determined by value.¹