The shelves of French supermarkets bear witness to an unprecedented shift. Between July 2025 and July 2026, consumers bought 25,31 million bottles of prosecco, compared to 25,23 million bottles of champagne, according to a study by the consulting firm Circana. The difference remains small, barely 80,000 bottles, but the symbolic impact is significant. Never before have Italian sparkling wines surpassed French ones in this market segment.
A symbolic but significant difference
The affordable price of prosecco largely explains its success. Italian bottles often cost two to three times less than champagne, a significant advantage in a context of strained purchasing power. The popularity of the spritz, a summer cocktail that has become a must-have, has also propelled the drink into the mainstream. The French are looking for festive occasions without breaking the bank.
This leading position in mass retail, however, only reflects a portion of the market. Champagne maintains diverse sales channels, notably through wine merchants, restaurants, and exports. Professionals in the Champagne industry are observing this overtaking with interest, without apparent panic. They are relying on the premium dimension and image of their product to maintain their overall position.
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