How do you perceive this wine? Comparing naturalness perceptions of Swiss and Australian consumers

Consumers around the globe are showing an increasing demand for food products that are perceived as being natural. The present study aimed to assess what properties of wine have an influence on the perceived naturalness of wine, with a focus on winemaking techniques. An online survey was conducted in the German-speaking part of Switzerland (n = 252) and in Australia (n = 234). Wine naturalness was significantly more important to Swiss respondents compared to Australian respondents as well as to respondents with a high level of involvement with wine compared to respondents with a low level of involvement. Wine from an "Old World" wine-producing country, wine that was aged in barriques, or wine sealed with an oak cork were perceived as the most natural. The addition of sugar, sulfites, or the use of gelatin were regarded as the most unnatural properties of wine. In terms of production, additives were perceived as significantly less natural than processing aids and technologies that are used in winemaking. Significant differences in the naturalness perception of different wine attributes were found between the two countries, Switzerland and Australia, as well as between respondents with a high level of involvement with wine and those with a low level. The findings of this study add to the research on naturalness perception and may help winemakers and marketers to optimize communication with their consumers.