Factors in predicting consumer affinity for non-alcoholic beer in the US

Area of Science:

• Consumer Behavior
• Food Science
• Public Health

Background:

• Global non-alcoholic beer (NAB) sales approach $40 billion annually, with rapid growth outpacing conventional beer.
• Top global brewing companies, in coordination with the World Health Organization, aim for NAB to constitute 20% of total beer sales.

Purpose of the Study:

• To explore the antecedents of consumer behavior related to non-alcoholic beer (NAB).
• To identify key factors influencing consumer adoption of NAB to achieve ambitious market share goals.

Main Methods:

• A multi-method approach was employed across three studies.
• Methods included a consumer survey, focus group interviews, and content analysis of marketing communications.

Main Results:

• Survey data revealed that perceived taste, frequency of beer consumption, health consciousness, intention to reduce alcohol intake, social influence (friends drinking NAB), and religious observance predicted NAB affinity.
• Focus group participants emphasized that taste, specifically mimicking conventional beer, is paramount for NAB consideration.
• Content analysis of NAB marketing communications confirmed taste as the dominant promotional theme.

Conclusions:

• Taste is the most critical factor for increasing non-alcoholic beer (NAB) consumption and achieving market share targets.
• Marketing and public policy initiatives should prioritize enhancing and communicating the taste of NAB to drive consumer acceptance and adoption.