Non-Alcoholic Craft Beers: Insights from Consumer Research and Brewing Science
Research has found older men are demanding NA options over younger and women.
Key Take Aways:
Non-alcoholic craft beers are gaining popularity due to their appeal to a broader demographic, including designated drivers and health-conscious consumers.
Research suggests that educated, affluent, and older consumers are the trendsetters in this market, and their buying behavior is not significantly influenced by advertising slogans.
The sensory characteristics of non-alcoholic beers, such as palate fullness intensity, play a crucial role in their acceptability, opening up opportunities for brewers to innovate and diversify their offerings.
Introduction
The craft beer industry is renowned for its innovative spirit and constant evolution. Today, it faces a fascinating inflection point as breweries across the globe are witnessing a surge in demand for non-alcoholic (NA) beers as I mentioned in my last article. As consumer preferences shift and new societal norms take shape, breweries are pivoting to create NA alternatives that retain the richness and complexity of their alcoholic counterparts.
This trend is reshaping the craft beer landscape, and in turn, fostering a more inclusive environment that extends beyond traditional beer drinkers. In this article, I discuss who is drinking NABLABs (non-alcoholic low alcoholic beverages), and what allows them to truly believe they are drinking a traditional beer from a sensory standpoint.
Thomas Short's Candid Take on NA Beers
In a candid conversation, Thomas from Short Brews – a passionate advocate for NA beers – offered personal insights into the growing trend. Having recently moved to San Diego, a city teeming with microbreweries and craft beer enthusiasts, Thomas identified two significant reasons for his growing fondness for NA beers.
First, he highlighted the practical need for non-alcoholic options. The geographic layout of San Diego necessitates driving for most journeys, which inherently discourages alcohol consumption. Non-alcoholic beers, in this context, offer a responsible choice for those navigating the city by car.
Secondly, he drew attention to an often-overlooked group - those who either abstain from alcohol entirely or who don't particularly favor beer. "I've started hanging out with people who either don't drink or don't like beer," Thomas stated. For this diverse group, the presence of NA beers opens up the social experience of breweries, making it a more inclusive and appealing venue.
Thomas’ narrative reveals the wider implications of offering NA beer. It’s not just about a personal preference; it’s about fostering an environment that accommodates a diverse array of lifestyles and preferences. "As a designated driver, I'd be more willing to hang out at a brewery if they had non-alcoholic drinks," Thomas reflected, indicating the broader appeal these options can offer.
Exploring Consumer Perceptions
The anecdotal evidence from Thomas' perspective aligns with broader academic research exploring the rise of NA beer consumption. An exploratory study conducted by Scott Taylor Jr., Elizabeth A. Whalen, and Cortney L. Norris published in the Journal of Consumer Marketing in 2023 investigated the perceptions of active lifestyle individuals and general craft beer consumers towards no- and low-alcohol craft beers.
This two-part study adopted a mixed-methods approach, first presenting respondents with advertisements designed to elicit either a value-expressive appeal, a guilt appeal, or a control. Subsequently, participants were presented with a series of open-ended questions about their perceptions and preferences regarding no- and low-alcohol craft beers.
While the quantitative results showed no significant differences between the three ad slogans, the qualitative study painted a different picture. Active lifestyle individuals exhibited different perceptions and potential switching behaviors towards NA beers, revealing nuanced consumer behavior within this market segment. These findings offer breweries and marketers valuable insights into understanding different consumer groups and developing targeted strategies to appeal to them.
Sociodemographic Shifts
An international perspective from Finland offers further depth to our understanding of the NA beer trend. A study led by Anu Katainen et al. (2023), published in the International Journal of Drug Policy, examined the sociodemographic characteristics associated with non-alcoholic beer purchases and their connection with regular beer purchases.
Their research found a significant increase in the total volume of NA beer purchases, up from 2.3% in 2017 to 3.7% in 2018. Notably, men and older individuals purchased NA beer more frequently than women and younger individuals. Furthermore, NA beer purchases were most common among the highly educated and high-income consumers.
Interestingly, the study found that NA beer purchases were most prevalent among the groups with the highest volumes of regular beer purchases. This suggests that NA beer is not just for those abstaining from alcohol entirely; it's also finding popularity among traditional beer drinkers seeking low or no-alcohol alternatives. This data offers a broader understanding of the market and informs breweries that the audience for NA beers extends beyond a niche demographic.
The Sensory Experience
But what about the taste? After all, craft beer aficionados pride themselves on their discerning palates and appreciation for nuanced flavors. This is where the research by Rolando César Moreno Ravelo et al., published in Food Research International in 2023, comes into play.
The study explored the relationship between the weight average molar mass (Mw) and size of NA beer fractions and their influence on palate fullness – a critical sensory characteristic that can shape consumers' perception and acceptance of NA beers. They fractionated NA beers into three groups: proteins, proteins-polyphenol complexes (P-PC), and low molar mass (non-) starch polysaccharides (LN-SP), and high molar mass (non-) starch polysaccharides (HN-SP). The results emphasized the significance of dextrins, arabinoxylan, and β-glucan in providing a full-bodied, flavorful sensory experience typical of alcoholic craft beers.
As breweries innovate to create NA beers that match the palate fullness of their alcoholic counterparts, understanding the impact of these compounds is crucial. This study thus highlights the importance of research and development in delivering high-quality NA options that can stand alongside traditional craft beers.
Wrapping Up
The rise of non-alcoholic craft beers is more than just a trend. It's an embodiment of societal shifts and evolving consumer preferences. It's about breweries reinventing their offerings to meet the needs of a wider audience, not confined by age, income, or lifestyle. It's about creating an inclusive craft beer culture that allows more people to engage with, enjoy, and appreciate the world of breweries.
For consumers like Thomas, NA beers present a new realm of options, offering flexibility and choice in social situations. For breweries, it provides an opportunity to tap into new demographics, diversify their product lines, and contribute to responsible drinking initiatives. And for the craft beer industry as a whole, it represents a move towards inclusivity and diversity, providing a "win-win" scenario for all involved.
As Thomas from Short Brews aptly puts it, "I think the whole NA beer trend is picking up steam regardless, but adding non-alcoholic options would open the brewery experience to more people." And as the studies and trends show, it's clear that the NA craft beer movement is here to stay.
Thomas Short writes for Short Brews- an independent beer blog based in San Diego, CA.
References
Taylor Jr, S., Whalen, E.A., & Norris, C.L. (2023). Exploring consumer perceptions of no-and low-alcohol craft beers. Journal of Consumer Marketing.
Katainen, A., Uusitalo, L., Saarijärvi, H., Erkkola, M., Rahkonen, O., Lintonen, T., Fogelholm, M., & Nevalainen, J. (2023). Who buys non-alcoholic beer in Finland? Sociodemographic characteristics and associations with regular beer purchases. International Journal of Drug Policy, 113, 103962.
Moreno Ravelo, R.C., Masch, J.D., Gastl, M., & Becker, T. (2023). Effect of molar mass and size of non-alcoholic beer fractions and their relevance toward palate fullness intensity. Food Research International, 170, 112725.