Non-alcoholic beer with protein attracts new consumers
Ambev's non-alcoholic beer with protein is starting to attract consumers who previously didn't buy products in the zero-calorie category.
Spaten Pro, the company's first protein-rich beer, offers 10 grams of protein per serving and is part of Ambev's wellness portfolio. Its recent arrival on Zé Delivery in two capital cities allowed the company to monitor the behavior of early consumers.
Among the buyers analyzed, approximately 65% are between 30 and 45 years old, a range classified by the company as millennials. Consumers from Generations X and Z also appear among those who have tried the new product.
Protein is a key factor in choosing Spaten Pro.
Initial data shows that protein plays a significant role in purchasing decisions.
Among consumers surveyed by Zé Delivery, 41% cited the 10 grams of protein as one of the main attributes considered when choosing Spaten Pro. Another 24% mentioned curiosity and novelty, while 17% highlighted the absence of alcohol.
In this analysis, therefore, protein was mentioned by a larger percentage of consumers than the zero-alcohol characteristic itself.
For the beverage industry, the result highlights the combination of attributes in a category that had already been expanding its non-alcoholic options. The non-alcoholic beer with protein adds a nutritional characteristic to Spaten Pro's offering and also engages with habits related to well-being.
Spaten Pro seeks to expand consumption occasions.
Ambev's strategy also involves introducing the product at times when beer would traditionally have less market share.
The material cites periods after physical exercise, during the afternoon, and on weekdays as examples of these occasions. The reference to post-exercise appears as part of the consumption strategy presented by the brand, and not as a nutritional or sports recommendation.
The proposal follows the movement in the beverage industry to expand the occasions associated with non-alcoholic products and to link them to habits related to well-being.
Half of the consumers were new to the zero-tolerance category.
The most distinctive factor in this launch is the profile of those who started buying Spaten Pro.
About half of the people who tried the product in the two capital cities had never bought non-alcoholic beer before.
The initial results indicate, therefore, that the new product is not only reaching consumers who already participated in the zero-sugar category. The combination proposed by Spaten Pro is also beginning to attract buyers who previously did not purchase this type of beer.
However, this data corresponds to consumers monitored by Zé Delivery in São Paulo and Rio de Janeiro and does not necessarily represent the behavior of the entire Brazilian market.
Zé Delivery covers launch receptions
In addition to functioning as a sales channel, Zé Delivery has been used by Ambev to analyze the reception of new products.
According to the material, the platform conducts approximately 100 monthly surveys with users and sends over 25 million personalized offers per month. The data allows them to track who buys a particular new product, what attributes influence the decision, and whether the product manages to reach consumers who were not previously part of that category.
In the case of the non-alcoholic beer with protein, this monitoring allowed us to identify two signals among the first Spaten Pro consumers: the entry of people who had never bought zero-calorie beer before, and the relevance of the 10 grams of protein in the purchase decision.
For beverage manufacturers and ingredient suppliers, the data shows how nutritional attributes can contribute to product positioning in traditional categories. In the Spaten Pro case, protein appears not only in the formulation and launch communication, but also among the factors actually cited by early buyers.