This study investigates the perception of Brazilian consumers regarding non-alcoholic functional beers, focusing on three concepts: protein-enriched, vitamin-fortified and flavored with natural ingredients (lemongrass and cinnamon). Specifically, it seeks to identify which attributes most strongly influence consumer acceptance and how gender differences shape evaluations of healthiness, purchase intention and informative attributes among beer consumers in general.
A structured online questionnaire was completed by 164 beer consumers. Each respondent assessed three product concepts using a five-point Likert scale covering 25 items related to healthiness, sensory quality, packaging and purchase intention. Data were analyzed using descriptive statistics and the Mann–Whitney U test for gender comparisons.
Women valued symbolic and health-related cues, while men were more cautious about sensory changes, particularly with unfamiliar ingredients. Nutrient-based claims (proteins and vitamins) were more positively received than botanical enrichment. Packaging and price also influenced purchase intention.
Findings highlight the need for gender-tailored development and marketing strategies, with nutrient claims showing stronger acceptance than botanical ingredients.
The study advances knowledge on consumer segmentation in functional beverages by showing how gender moderates the role of health claims, innovation and sensory expectations.
