Market Potential & Consumer Behavior Towards Nonalcoholic Wines

The worldwide beverage industry is witnessing a paradigm shift as fitness-aware customers increasingly choose non-alcoholic alternatives to standard alcoholic beverages. Among these, non-alcoholic wines have emerged as a significant segment, driven by changing lifestyles, wellness trends, and regulatory concerns regarding alcohol consumption (Rehm et al., 2023). This study explores the market potential and consumer behaviour toward non-alcoholic wines, highlighting key factors influencing purchasing decisions, market trends, and potential growth opportunities. The demand for non-alcoholic wines is growing due to multiple factors, such as increasing health awareness, the adoption of sober-curious lifestyles, religious and cultural preferences, and expanding government regulations on alcohol consumption (Kucherenko & Uspalenko, 2023). Consumers, particularly millennials and Gen Z, are seeking healthier beverage alternatives that offer a premium experience without the adverse effects of alcohol (Shaw et al., 2023). Additionally, individuals who wish to moderate their alcohol consumption without compromising on taste and social experiences are contributing to this shift in demand (Deroover et al., 2021).