Análise do mercado de bebida alcoólica: o impacto do comportamento da geração Z no consumo de cerveja

Abstract

The alcoholic beverage market has undergone significant transformations driven by cultural, technological, and behavioral changes, particularly due to the rise of Generation Z as an important consumer group. In this context, this study aimed to critically analyze the alcoholic beverage market, focusing on beer consumption, in order to understand how the habits, preferences, and behaviors of Generation Z impact this segment and what trends and challenges emerge for companies. The research is characterized as applied, adopting a mixed-methods approach with an exploratory and descriptive nature. Data were collected through a structured questionnaire administered to Generation Z individuals, complemented by bibliographic and documentary research based on industry reports and specialized literature. The results indicate that, although beer remains relevant among young consumers, its consumption occurs in a more moderate and selective manner, influenced by factors related to health, sustainability, authenticity, and social responsibility. The findings also revealed a growing interest in alternative beverages and low-alcohol products, as well as the strong influence of digital media on consumption decisions. The results highlight the need for companies to adapt their strategies, particularly regarding product innovation, digital communication, and the development of brand purpose. It is concluded that Generation Z acts as a transformative force in the beer market, influencing consumption trends with economic, social, and market implications. As a limitation, the study highlights the use of a non-probabilistic sample. Future research should expand investigations to different regional and generational contexts.