Abstract
The main goal of this paper is to examine how consumers in Slovakia perceive healthy non-alcoholic beverages and how this perception influences their purchasing behavior. The research focuses on several factors that may affect consumer choices, including taste, ingredients, perceived health benefits, price, and willingness to pay for healthier products such as organic, sugar-free, vitamin-enriched, or plant-based beverages. A survey was conducted involving 155 Slovak respondents aged 20 to 40. The results show that taste and ingredients are the most important criteria for choosing healthy drinks, while price plays a secondary but still relevant role. Although consumers are increasingly interested in healthier beverages, their purchasing decisions are often influenced by affordability and preferred flavors. The study provides useful insights into how Slovak consumers make decisions in the growing market for health-oriented beverages and can help producers and marketers better align their products with consumer expectations.