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

Global sales of non-alcoholic beer (NAB) are almost $40 billion annually. Sales of NAB are growing much faster than sales of conventional beer, but NAB is still a small part of the overall market. In coordination with the World Health Organization, top global brewing companies have set a target for NAB to comprise 20 % of their total beer sales, which is far greater than NAB's current share of the market. To determine how this goal can best be achieved, the antecedents of consumer behavior related to NAB were explored, using multiple methods across three studies. First, a survey found multiple factors that predicted affinity for NAB: perceived taste of NAB, frequency of beer consumption, health consciousness, intention to cut back on alcohol, if one's friends drink NAB, and religious observance. Next, a series of group interviews with potential target customers was conducted. The consensus among the interview participants was that taste-particularly in simulating the taste of conventional beer-was the most important requirement for NAB. These individuals would only consider other selling points for NAB relative to conventional beer (e.g., health) if the product was perceived as tasting good. Finally, a content analysis examined marketing communications from producers of NAB. Consistent with results from the first two studies, taste was the dominant theme of the marketing communications. Implications for marketing of NAB and public policy related to alcohol consumption are discussed.