The numbers recording drinking it in the past six months have risen from 47% in October last year to 54% now. Pinot Grigio is now the second most popular white wine varietal, behind Chardonnay.
More than 3,000 regular wine consumers were quizzed about their drinking habits by Wine Intelligence as part of a regular study for the Wine & Sprit Trade Association.
The numbers of wine drinkers drinking red have dipped in the last three months from 78% to 72%. Consumers say that the amount of red wine they drink as a proportion of total wine consumption is also down, from 44% to 40%.
But the amount of white and rosť wines consumed as a proportion of total wine consumption has increased over the past quarter. White wine is up from 40% to 43%; Rosť is up from 16% to 18%.
Brian Howard of Wine Intelligence said: "These findings are consistent with other research and industry indicators suggesting consumers are edging away from some of the more traditional red wines on formal occasions towards lighter wines in casual settings."