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Factors in Predicting Consumer Affinity for Non-Alcoholic beer in the US | JoVE Visualize

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Factors in Predicting Consumer Affinity for Non-Alcoholic beer in the US

Eric J Hamerman¹, Anubhav Aggarwal¹

¹LaPenta School of Business, Iona University, 715 North Avenue, New Rochelle, NY, 10801, USA.

Appetite|June 14, 2025

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View abstract on PubMed

Summary

Non-alcoholic beer (NAB) sales are growing rapidly, but taste is the key driver for consumer adoption. Marketing and public policy should prioritize NAB

Area of Science:

Consumer Behavior
Food Science
Public Health

Background:

Global non-alcoholic beer (NAB) sales approach $40 billion annually.
NAB sales growth outpaces conventional beer, yet market share remains small.
A World Health Organization-coordinated initiative targets 20% of total beer sales for NAB.

Purpose of the Study:

To identify key factors influencing consumer behavior towards NAB.
To inform strategies for achieving ambitious NAB market share goals.
To explore consumer preferences and marketing effectiveness for NAB.

Main Methods:

A three-study approach combining surveys, group interviews, and content analysis.
Survey identified predictors of NAB affinity, including taste, health consciousness, and social factors.
Qualitative interviews and marketing content analysis reinforced the primacy of taste.

Main Results:

Perceived taste of NAB is the most critical factor for consumer acceptance.
Health consciousness, social influence, and intention to reduce alcohol intake also predict NAB affinity.
Marketing communications predominantly emphasize taste as the primary selling point.

Conclusions:

Achieving the 20% NAB market share target hinges on improving and marketing perceived taste.
Public policy and industry marketing should align to promote NAB, focusing on sensory attributes.
Understanding consumer behavior drivers is crucial for expanding the NAB market.

Keywords:

Non-alcoholic beer

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Cross-sectional Analysis

Factors In Predicting Consumer Affinity For Non-alcoholic Beer In The Us

health consciousness

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