Consumer Preferences for Dealcoholized Wine in Muslim-Majority Balkan Countries: A Comprehensive Literature Review

The global wine market is undergoing significant changes, influenced by the emergence of new segments, including dealcoholized wine. This novel segment offers substantial value, especially in culturally diverse markets. While existing studies have mainly focused on countries with a rich history of wine production, the perspective of the Muslim-majority countries remains largely unexplored. These nations, characterized by a predominantly Islamic faith, possess cultural norms that significantly influence alcohol consumption, making them a vital context for understanding this market. While study seeks to address the research gap by investigating consumer preferences and willingness to pay (WTP) for dealcoholized wine in countries with a Muslim dominant population. To address this gap, a comprehensive review of studies using choice experiments is necessary to investigate how key attributes, including origin, quality certificates, sensory quality, production method, price, and psychological drivers, influence consumer decisions. The analysis explores heterogeneity in preferences across demographic and cultural groups and reveals attributes most commonly employed in choice experiments. These findings provide actionable guidance for designing robust choice experiments in Western Balkan countries and contribute to a broader understanding of how dealcoholized wine is positioned in markets shaped by Islamic cultural values.