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Consumer perceptions and preferences for hard seltzers in Portugal: a comparative study with beer, wine, and cider - identifying prevailing consumer perceptions by using factor analysis and perceptual mapping
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Resumo(s)
Hard Seltzers, a low-caloric beverage made from sparkling water and alcohol, has gained
popularity across the United States, and is now expanding globally. In Portugal, the beverage
has recently entered the market making it relevant to study this segment. This research aims to
understand the perceptions, and preferences of Portuguese young adults towards this beverage,
while conducting comparative analysis with wine, beer, and cider. It is possible to conclude
that Hard Seltzers are perceived as the healthiest beverages among its comparables, while
consumers value its flavour, sweetness, and calories and prefer a product with 65 kcal, Mango-
&-Maracuja flavour and low-sweetness.
Descrição
Palavras-chave
Factor analysis Perceptual map Consumer insights Market research Ready-to-drink alcoholic beverages Consumer perceptions Portugal