Digital Trends in the Italian Beer Market: A Time-Series and Search Engine Optimisation Analysis of Gluten-Free and...

Beer consumption patterns are evolving, with gluten-free beers (GFBs) and low- and no-alcohol beers (NABLABs) exhibiting continuous growth, underpinned by health-conscious consumers, younger generations' preference for moderate drinking, and a rising awareness of gluten intolerance. This study investigates whether online search behaviour reflects these market changes and anticipates future consumption trends. A combined methodological framework was applied, integrating time-series analysis of Google Trends data-based on a decomposition model with a five-year forecast-with descriptive and semantic insights from Search Engine Optimisation (SEO) techniques using the specialised SEOZoom platform. The statistical decomposition enabled the identification of long-term trends, cyclical variations, and seasonal patterns in user interest. Italy was selected as a case study, representing a market where these niche segments have grown considerably despite a traditionally limited craft beer culture. The results reveal a steady rise in online interest in both GFB and NABLAB; GFB searches are primarily linked to health and dietary concerns, whilst NABLAB queries encompass a broader set of topics, including physiology, legislation, and consumption contexts. The forecasts confirm the persistence of this positive trend over the next five years. The approach demonstrates the potential of integrating digital and statistical tools to monitor emerging consumption dynamics and guide strategic decisions in the beverage sector.