Hedonic Price Analysis of the effects of product attributes on the price of No- and Low-alcohol wines in the Chinese E-commerce market

The global market for no- and low-alcohol (NoLo) wines has experienced rapid expansion in recent years, driven by increasing consumer awareness of health and wellness, and the growing demand for alcohol moderation or alternatives among Millennials and Gen Z. Within this global trend, China has emerged as one of the most dynamic and promising markets, representing approximately 30% of the Asia-Pacific market. In 2025, imports of non-alcoholic beverages, including non-alcoholic wines, exceeded USD 1.39 billion, while the Chinese non-alcoholic wine sector is projected to grow at a compound annual growth rate (CAGR) of 7.1% through 2035. Furthermore, online sales are expected to expand at a 10.1% CAGR, highlighting the importance of e-commerce in the future development of the NoLo wines in China. Despite this strong market potential, empirical evidence regarding the pricing mechanisms of NoLo wines in the Chinese market remains limited. This study aims to identify and quantify the implicit economic value of intrinsic and extrinsic attributes of NoLo wines sold on Chinese e-commerce market. Based on hedonic price analysis, the study collected a dataset of 382 NoLo wines products from major Chinese online platforms and then created a step-wised semi-logarithmic Ordinary Least Squares (OLS) model. To address heteroskedasticity detected in the model diagnostics, robust standard errors were employed to ensure reliable statistical inference. The result shows that both intrinsic and extrinsic product attributes significantly influence the prices of NoLo wines in Chinese online market. Among the selected intrinsic attributes, barrel aging generates the largest positive price impact, while reverse osmosis, vacuum distillation, vintage indication, lower residual sugar levels and blended grape varieties also contribute positively to prices and received higher consumers’ willingness to pay (WTP). Conversely, larger package volumes and the use of single local grape varieties are associated with price discounts. Among the extrinsic attributes, Geographical Indications (GIs), product certifications, product awards, technical cork closures, German grape origin and pairing information generate significant price premiums, whereas aluminium packaging and New Zealand grape origin reduce market prices and consumers’ WTP. Overall, the findings suggest that NoLo wines in Chinese online market are differentiated by consumers who reference both intrinsic and extrinsic product attributes rather than evaluate them as homogeneous products. This study extends the application of HPA to this rapidly developing NoLo wine sector and provides an initial empirical investigation of NoLo wines pricing factors on the Chinese e-commerce market, which has practical implications for the stakeholders along the supply chain. Besides, future research could be conducted on the aspects of more attributes investigation, longitudinal market observations, stated-preference methods and cross-country comparisons, in order to further improve the general understanding of NoLo wines market.