From expectation to experience: The impact of 'dealcoholized', 'sulfite-free', and 'canned wine' claims on perception and purchase behavior across age groups

This study explores the influence of various front-of-package claims, specifically dealcoholized, sulfite-free and canned wine, on consumer expectations, sensory acceptance, purchase intention and willingness to pay, with a focus on differences between 'young-adults' (18-30 y. o.) and adults (>30 y. o.) wine consumers. Through the integration of expectation evaluation, hedonic tasting, and penalty analysis, the study uncovers distinct age-related patterns in how different claims influence consumer response. Dealcoholized and canned claims had a negative effect on purchase intention and willingness to pay in both age groups, with reductions of around 10 % and €0.30, respectively. For adults, this effect was mediated by expectancy assimilation, where a mismatch between expectations and tasting experience led to decreased liking. Conversely, for younger consumers, expectations alone, independent of actual liking, were sufficient to reduce purchase interest. Canned wine was expected to be low in quality and price, yet it has the potential to expand wine consumption contexts, and it offers a solution to avoid leftovers. Dealcoholized wine, on the other hand, was perceived as an alternative for specific situations where alcohol consumption is restricted. The sulfite-free claim did not negatively affect tasting acceptance in either age group. Importantly, younger consumers responded more positively to attributes such as sustainability and naturalness, whereas older adults place greater value on health-related benefits. These findings, drawn from Spanish consumers, underscore the need for targeted marketing and improved communication to align consumer expectations with the actual characteristics of innovative wines. Cross-cultural research remains necessary, as the results may not be generalizable.