Craft Non-Alcoholic and Low-Alcohol Beer (NABLAB): Perceived Role as Functional Foods Among Italian Consumers and a Focus on Benefits for Well-Being and Physical Activity

This study investigates Italian consumers' perceptions and generational differences regarding craft non-alcoholic/low-alcohol beers (NABLAB) as functional beverages. An online survey reveals growing interest linked to wellness benefits, though product familiarity remains limited. Receptiveness is highest among Baby Boomers and Millennials, while Generation Z shows curiosity. The findings suggest that enhanced availability and health-focused communication could promote these products and support a cultural shift toward reduced alcohol consumption.