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How does generation Z perceive and engage with non-alcoholic beer in the Portuguese market? Comprehensive analysis opf generation Z consumer perceptions in the Portuguese non-alcoholic beer market
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Resumo(s)
In the evolving Portuguese beverage market, non-alcoholic beer (NAB) has gained visibility. However, its integration into the drinking habits of younger consumers remains limited. Thus, the purpose of this thesis is to examine how Generation Z perceives and engages with NAB,
and to identify the factors that either encourage or inhibit its adoption. A perceptual analysis revealed that NAB brands are primarily associated with credibility and familiarity yet lack aspirational and sensory-driven attributes. The findings indicated that although health
consciousness and curiosity promote initial trial, taste limitations, unclear social legitimacy, and weak emotional relevance continue to restrict broader adoption.
Descrição
Palavras-chave
Perceptual map Consumer perceptions Generation Z Non-alcoholic beer Portuguese market Non-alcoholic beer brands