Wpływ trendu „Better for You” na zachowania konsumentów piw 0% w Polsce: analiza preferencji; motywacji oraz działań marketingowych
Impact of the „Better for You” trend on consumer behavior of 0% beers in Poland: analysis of preferences; motivations and marketing activities

Summary/Abstract: Aim: The aim of this article is to identify the motivations, barriers, and contexts of non-alcoholic beer consumption in Poland within the “Better for You” (BFY) trend and to show how producers’ marketing strategies (product innovation, shopper marketing, brand communication) illustrate the market’s response to consumer needs. Methodology: The study is based on secondary data analysis (desk research), including consumer research (IQS, IPSOS), market reports (NielsenIQ, CMR, CSO), and case studies of leading non-alcoholic beer brands. The analysis is grounded in theoretical frameworks from marketing, consumer psychology, and sociology. Results: The findings show that Polish consumers increasingly choose non-alcoholic beers for health and lifestyle reason rather than situational necessity (e.g. driving). Functional 0% beers—fortified with vitamins, electrolytes, or caffeine—are perceived as part of broader wellness routines. At the same time, the study highlights barriers such as sensory acceptance, lack of cultural tradition, and ambiguous marketing practices, which may slow further market growth. Implications and recommendations: The results offer practical insights for FMCG producers and marketers, highlighting the need to further develop innovative 0% products, personalise communication across offline and digital channels. Strategic recommendations include a stronger focus on shopper marketing and the integration of CSR narratives into brand positioning. Originality/value: This article is one of the first peer-reviewed studies of Polish non-alcoholic beer consumers. It contributes to the literature on health marketing and FMCG category management, combining the theoretical framework of the “Better for You” trend with an analysis of consumer behaviour.

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