Аналіз споживчого сприйняття та основних економічних аспектів ринку безалкогольного пива

The article analyzes the beer market and consumer perception of its properties, including non-alcoholic beer. The analysis showed that after a significant reduction in beer production in Ukraine in 2022, volumes began to recover in 2023. However, the production level has not reached pre-war levels yet. The growing popularity of non-alcoholic beer stimulates manufacturers to expand the range and introduce new technologies to improve the taste characteristics of products. The non-alcoholic beer market in Ukraine in 2024 demonstrated positive dynamics, reflecting general growth trends in the brewing industry. It was studied that the increased interest of consumers in non-alcoholic beverages is primarily associated with the popularization of a healthy lifestyle and the desire of consumers to have an alternative to traditional beer. It was found that consumers are becoming more sophisticated and are looking for products that match the taste notes and are as close as possible to conventional types of beer, but the dealcoholization process gives the beer a different taste and overall sensory characteristics. To determine the acceptability of non-alcoholic beer for young consumers, a survey was conducted of 448 respondents aged 18 to 29 (47.6 % – men, 52.3 % – women). The aromatic notes that respondents consider inherent in the characteristics of alcoholic and non-alcoholic beer were considered on the basis of 7 aromatic attributes (malt aroma, hop aroma, floral aroma, fruity aroma, spice aroma, honey aroma, caramel or bread crust aroma) and the overall intensity of the perceived smell. It was found that while for alcoholic beer the aroma of hops is undoubtedly the dominant aroma, then non-alcoholic beer is associated with fruity and malt aroma. At the same time, the overall intensity of the smell for both beer variants is approximately the same. According to the results of research and market forecasting, it has been established that the non-alcoholic beer segment in Ukraine will continue to grow, outpacing the pace of development of the traditional beer market. This is due to both changing consumer preferences and the active activities of manufacturers aimed at expanding the range and improving the quality of products. Due to this, companies are actively developing the non-alcoholic beer segment, responding to changing consumer preferences. In addition, craft breweries also note a significant increase in sales of non-alcoholic beer, which indicates an expansion of the range and satisfaction of demand for various tastes.