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

Schmitt, DanielaLucas, Vera de Franco e Santos da Cunha2026-04-242026-04-242026-01-192026-01-19http://hdl.handle.net/10362/202545In 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.engPerceptual mapConsumer perceptionsGeneration ZNon-alcoholic beerPortuguese marketNon-alcoholic beer brandsHow 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 marketmaster thesis204238501