## 3 Results
### PEST Analysis
#### 3.1.3 Sociocultural Aspects  
* Consumption Trends and Consumer Profile  
Consumption patterns and consumer profiles are constantly evolving. According to Mintel data, consumers are reassessing their priorities, influencing their needs and desires and their perception of value. Attributes such as sustainability, convenience, and origin remain important but must be presented through a quality-driven lens to enhance product functionality and the overall experience [55]. For instance, healthy aging is being redefined in the food and beverage sector, eliminating traditional stigmas and emphasizing longevity and vitality as functional lifestyle goals [56]. These trends are also transforming beer consumption. While overall demand remains high, aligning product development with emerging consumer preferences is essential, which increasingly favors innovation, sustainability, and functionality. Consumers seek to reduce their intake of alcohol, gluten, sugar, and carbohydrates without giving up on indulgence and flavor [57], and many now recognize beer as a source of functional compounds such as vitamins and antioxidants. Breweries that communicate a strong commitment to environmental and social sustainability can differentiate their products and attract more conscious consumers [2]. Non-alcoholic options, for example, have gained traction among young Brazilians--primarily women aged from 18 to 24--revealing a growing interest in alternatives that combine sophistication with health-conscious choices [58]. This segment also demonstrates a preference for quality over quantity: 57% of consumers report choosing smaller amounts of premium beers over more significant volumes of cheaper ones, especially among socioeconomic classes A and B. Flavor innovation has become central to this trend, with 42% citing \"a new or innovative flavor\" as a primary purchase motivator, particularly for fruity or honey-flavored beers [59]. Despite increased interest in novel products, consumers remain cautious with their spending. According to [PERSON] and [PERSON] (2024), optimism is growing, but with an emphasis on cost-benefit. Even middle- and upper-class consumers seek value, preferring products that offer a unique experience without exceeding their financial limits [60]. This highlights an opportunity for breweries to meet demand through differentiated, functional, and accessible offerings. While beer production once adhered to the Reinheitsgebot, the German purity law which established three basic ingredients--water, barley malt, and hops--without the addition of additives [61], the Belgian approach expanded the horizons by seeking more complex flavors and distinct sensations, such as the incorporation of fruits in recipes [62]. Since 2012, the trend of using fruits as the \"fifth ingredient\" has gained momentum again in Europe. Since then, brands, including major players, have started incorporating concentrated juice, extracts, and fruit peels into their formulas, reviving the tradition of fruit beers and compensating for declining sales of more classic styles [63]. According to master brewer [PERSON] from Way Beer, Brazil's biodiversity and climate are ideal for fruit beer production. He notes that fruits contribute refreshment, acidity, sweetness, color, and a sensory familiarity that enhances the drinking experience. Their versatility makes them ideal for creating innovative recipes that merge tradition with unique ingredients [64]. In this context, craft peers establish themselves as a dominant global trend, offering an ever-expanding range of styles. This diversity reinforces the perception of beer as a sophisticated and artisanal product [65]. craft peers occupy a special niche due to the belief that they are made with more excellent care and less industrial automation. With so many options available, consumers can select those that best match their taste, occasion, or meal pairing [57]. This growing diversity has also attracted new consumers who previously viewed beer as generic or unappealing [65].