Izvorni znanstveni članak
https://doi.org/10.17508/CJFST.2026.18.1.08
Analysis of consumer habits related to dealcoholized wines in Dubrovnik–Neretva County
Iva Mračić Raič
orcid.org/0000-0001-9354-8566
; University of Dubrovnik, Department for Mediterranean Plants, Marka Marojice 4, 20000 Dubrovnik, Croatia
*
Romana Popović
orcid.org/0009-0009-0308-7029
; University of Dubrovnik, Department for Mediterranean Plants, Marka Marojice 4, 20000 Dubrovnik, Croatia
*
Mara Marić
; University of Dubrovnik, Department for Mediterranean Plants, Marka Marojice 4, 20000 Dubrovnik, Croatia
Sanda Desnica
; University of Dubrovnik, Department for Mediterranean Plants, Marka Marojice 4, 20000 Dubrovnik, Croatia
* Dopisni autor.
Sažetak
The global market is experiencing growing demand for low- and non-alcoholic wines, driven by lifestyle changes, increasing health awareness, and rising interest in sustainable dietary habits. Although this trend is well developed internationally, in Croatia, and particularly in Dubrovnik–Neretva County, the perception and acceptance of dealcoholized wines are still at an early stage. This study investigates the determinants of consumer attitudes, knowledge, and consumption habits related to dealcoholized wines in Dubrovnik–Neretva County, as well as the extent to which local consumers differ from visitors, who often come from more developed markets. To this end, a consumer survey was conducted in Dubrovnik–Neretva County in 2025 to determine levels of awareness, consumption motivations, and barriers influencing acceptance of these products. This paper addresses a topic that has so far been rarely researched in Croatia, placing particular emphasis on the specific characteristics of Dubrovnik–Neretva County as a wine-growing region in the context of dealcoholized wines. The results indicate that local consumers approach dealcoholized wines cautiously and within a more traditional framework, with limited awareness and moderate willingness to purchase them. Differences observed among visitors suggest higher levels of awareness and openness, providing additional context for interpreting local consumer behaviour. The research confirms that a positive perception alone is insufficient to change consumption habits; key factors include product availability, opportunities for tasting, clear communication regarding the dealcoholization process and sensory quality, and the integration of such wines into the wider eno-gastronomic offer. From the perspective of Dubrovnik–Neretva County, the market potential of dealcoholized wines lies primarily in increasing awareness and acceptance among the local population, while insights from visitor behaviour may support the development of targeted strategies.
Ključne riječi
dealcoholized wines; consumer perception; consumption habits; Dubrovnik–Neretva County; market trends
Hrčak ID:
348944
URI
Datum izdavanja:
30.6.2026.
Posjeta: 0 *