Over half of Portuguese consumers now opt for non-alcoholic beverages in social settings, reflecting a shift in behaviour driven by wellness and lifestyle priorities. A study by Heineken Portugal highlights that while 52% choose these drinks to socialise without the effects of alcohol, 58% do so for driving reasons and 51% for health. Despite the 11.45% growth in the non-alcoholic beer category, social pressure remains, with 37% of consumers reporting pressure to drink alcohol and 49% feeling the need to justify their non-alcoholic choice. Psychiatrist Gustavo Jesus notes that this pressure is particularly prevalent among younger people seeking peer integration.