进博观察：进口酒商押宝低度无醇赛道，转向葡萄酒日常饮用场景

Core Insights - The eighth China International Import Expo (CIIE) has become a platform for wine merchants from countries like France, Australia, and Canada to seek opportunities amid a challenging domestic wine market [1][4] - China's wine market is undergoing significant adjustments, with a 20.1% year-on-year decline in wine imports from January to August 2025, indicating a shift in consumer behavior and market dynamics [1][5] Industry Overview - The Chinese wine market has faced a deep adjustment phase, with mainstream business consumption scenarios shrinking while daily drinking scenarios remain underexplored [1][5] - The overall wine import volume decreased by 20.1% to 1.5 billion liters, while the import value of wine was $10.1 billion, down 2.9% [5] - The average import price of bottled wine under 2 liters increased from $8.7 per liter in 2024 to $9.5 per liter in the first eight months of 2025, reflecting a trend of "less volume, more value" [5][6] Consumer Trends - The decline in wine consumption is attributed to factors such as macroeconomic conditions, generational changes in consumer demographics, and a growing health-conscious mindset regarding alcohol consumption [5][6] - The demand for wine is primarily concentrated in business settings and holiday gifting, with limited growth in household consumption [4][5] Product Innovations - In response to market challenges, wine brands are focusing on low-alcohol and non-alcoholic products to tap into daily consumption scenarios [7][9] - New product launches include low-alcohol wines and non-alcoholic options, such as a strawberry-flavored sparkling wine with 7.5% alcohol and a non-alcoholic wine that retains the flavor of traditional wine [7][9] - The market for non-alcoholic beverages is growing, with imports of such products increasing by 5.17% in volume and 26.94% in value in the first half of 2025 [9][10] Future Outlook - Certain segments within the wine industry, such as sparkling wines, low-alcohol, and organic wines, are expected to see growth despite the overall market challenges [10] - The global trend towards low-alcohol and non-alcoholic products is gaining momentum, with an estimated annual growth rate of 4% in consumption volume from 2024 to 2028 [10]