Investigating patterns of millennials interest in gluten-free beer in Poland: a question of beer price and alcohol content.

The quality perception of gluten-free beer was explored using conjoint analysis with a panel of Polish millennials (n = 200; aged 20 to 35), who were given 64 gluten-free beer concepts to evaluate and score on a 9-point scale of interest (1 = not interested at all; 9 = extremely interested). The constituent factors of the beer concepts were alcohol content, color, type of malt, price, drinking location and occasion, bottle size, label claims, type of farming, type of brewer, and bottle closure. Consumers judged price (38.4%) and alcohol (28.8%) five times more important than the other factors. Bottle size (5.3%), claims (4.8%), type of brewer (4.8%), malt type (4.6%), bottle closure (4.0%), beer color (3.6%), drinking location (2.3%), drinking occasion (2.0%), and type of farming (1.3%) were considered of little importance. The interest of Polish Millennials in gluten-free beer resulted moderate and not linked to medical needs. Males were more interested in gluten-free beers and gave more importance to alcohol content and less importance to price, compared to females. However, for both genders, interest and price were inversely correlated, while interest and alcohol content were directly correlated.