Who are the gin consumers in France?

As gin continues to rise in France, with 5.4 million litres sold in supermarkets over the course of a year and a turnover of 115 million euros, the YouGov institute has just drawn up a profile of the consumer of one of the most fashionable spirits of the moment. The study is based on a representative sample of 1,337 French people who drink gin once a month or more at home and/or at the bar.
First important fact: 63% of gin consumers in France are men. They are also young, since 38% are between 18 and 35 years old. As a reminder, the share of this age group in the French population is only 25%. Lovers of this alcohol, which is mixed most of the time with tonic, tend to be city dwellers, since 38% of those surveyed live in a large city (compared with 27% of the national population). Compared to the rest of the population, gin aficionados are more likely to visit Monoprix, Franprix and Bio C'Bon stores. These are very well established in Paris and in the main provincial towns.
It is not surprising, therefore, that many of those surveyed also say they drink outside the home. 44% say they like to go to bars to drink, compared to only 25% of the national population. 35% even spend between €20 and €75 at the bar each month, whereas this proportion is only 13% for the French as a whole. This validates the premiumisation of the category in supermarkets, where there are many references between 20 and 30 €.
Finally, among the brands they recommend (out of a selection of 37 champagne and spirits signatures), the respondents cite Bombay Sapphire, Gordon's and... Poliakov vodka more often than the average. Proof that they can drink something other than gin! 


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