Understanding Consumers’ Behavior Regarding Natural Wines: An Exploratory Study in Portugal

In the diverse world of wines, natural wines offer unique experiences through their minimalist approach and commitment to sustainability, reflecting the essence of grapes and the character of terroir. They embody producers’ dedication to traditional practices and resonate with evolving consumer values such as environmental responsibility, health consciousness, and authenticity. This study explores Portuguese consumers’ perceptions, awareness, and behaviors regarding natural wines, with a particular focus on sustainability, marketing communication, and consumption patterns. Data was collected in April 2024 through an online questionnaire distributed via Instagram, Facebook, and LinkedIn, resulting in 200 valid responses from wine consumers residing in Portugal. The target audience consisted of individuals aged 18 and older with diverse educational and socioeconomic backgrounds. This exploratory, descriptive study employed frequency analysis to identify trends and patterns in consumer attitudes, enabling an interpretive understanding of motivations and preferences without the need for statistical inference. Findings indicate that natural wine consumers prioritize quality, origin, and sustainability, often associating these wines with artisanal and traditional production methods. While health benefits, such as fewer additives, are acknowledged, sustainability emerged as a stronger motivator for nearly half of the respondents. Despite this interest, the majority reported limited exposure to targeted marketing campaigns, revealing a communication gap in the sector. This research is one of the first to explore consumer behavior toward natural wines in Portugal, providing practical insights for producers and marketers. It enhances the broader understanding of sustainability-driven wine consumption and fosters the development of value-based, consumer-aligned marketing strategies.