Exploring the Market for Dealcoholized Wine in Spain: Health Trends, Demographics, and the Role of Emerging Consumer Preferences

Since 1975, when per capita wine consumption in Spain peaked, the continued decline in domestic consumption has led to significant changes in the wine sector, particularly in production and marketing strategies. By 2005, the industry had shifted towards mass exportation, focusing on bulk wine, as domestic demand fell. Since then, Spain has become the leading global producer of bulk wine by volume. However, emerging consumer trends, prioritizing health, sustainability, and low-alcohol beverages, present both challenges and opportunities for the sector. This study explores the potential for Spain’s bulk wine industry to adapt by transitioning to dealcoholized wines, leveraging recent technological advancements and aligning with shifting consumer preferences. In this context, we examined what additional factors might influence the transition of Spanish wine producers to dealcoholized wine production and how consumer acceptance of these products in Spain compares to other international markets. In this context, it is crucial to examine what additional factors might influence the transition of Spanish wine producers to dealcoholized wine production and how consumer acceptance of these products in Spain compares to other international markets. Data collection was conducted through dual surveys targeting both consumers and producers, administered in December 2024 via the Sobrelias.com platform, with a total of 602 responses (387 from consumers and 215 from producers). Statistical analyses, including ANOVA and PERMANOVA, were performed to assess the influence of variables such as health-conscious consumption habits, demographic segmentation (age groups), and gender on market dynamics. To date, no prior academic research has addressed this specific intersection of bulk wine exports and consumer trends, highlighting the novelty of this study. A multiple linear regression model quantified the potential for market growth based on these factors.