The global non-alcoholic beer market is experiencing a significant surge, driven by rising health consciousness and a shift towards mindful drinking. The increasing demand for non-alcoholic beer is influenced by consumers seeking to reduce alcohol and calorie intake while still enjoying the social and sensory experience of beer.
The Challenge
Despite the surging sales of non-alcoholic beer in the US, UK, France, and Italy, fueled by better quality and taste, shifts in generational drinking habits, and the growing focus on health and wellness, the beverage company faced challenges related to the following:
- Consumer Perception: Understanding how consumers perceive non-alcoholic beer and what drives their preference for it over regular beer or other beverage options.
- Consumption Occasions: Identifying current and emerging occasions when consumers choose non-alcoholic beer, beyond the typical scenarios.
- Regional Nuances: Exploring differences in consumer behavior and language acrossthe US, UK, French and Italian markets.
- Brand Positioning: Determining how to position the company’s non-alcoholic beer to compete with other emerging non-alcoholic beverage options.
The Objective
The study aimed to provide actionable insights to help the company refine its brand positioning and guide product innovation, ultimately leading to enhanced marketing strategies and increased sales
Our Approach and Solution
The study aimed to answer the following key questions:
- What drives consumers to choose non-alcoholic beer over regular beer or other beverage options?
- What are the common and unique consumption occasions for non-alcoholic beer?
- How do consumers describe and perceive non-alcoholic beer?
- What are the emerging trends and generational shifts impacting the non-alcoholic beer market?
To answer these questions,Exorixy adopted a comprehensive approach that included:
- Qualitative Research: To gain a deep understanding of regional nuances, brand positioning and emerging trends, we carried out detailed interviews with industry experts who have significant experience working with leading beverage firms in the past. Our goal was to gather rich insights into the latest market developments, brand differentiation, and the varied dynamics within the sector.
- Quantitative Research: We launched a large-scale CAWI survey, engaging 1,600 respondents across the US, UK, France, and Italy to collect quantitative data on consumer preferences, consumption patterns, and occasions. This survey targeted a diverse sample of participants, encompassing various generational cohorts (with a focus on Generation Z and Millennials), gender demographics, and income levels. The comprehensive data set allowed us to draw comparisons and identify both commonalities and differences across the four countries.
- Comparative Analysis: The data collected from various markets were compared to identify nuanced differences in consumer behavior, language, and preferences. This comparison provided valuable insights into the unique aspects of each market.
Outcome
The insights gained from this study had a significant impact on the company’s strategy and brand positioning:
- Tailored Marketing Campaigns: The findings allowed the company to create targeted marketing campaigns that resonated with consumers in each market. By understanding the language and consumption occasions, the company could develop messages that appeal to the unique preferences of each audience.
- Product Development and Innovation: The study’s insights guided the company’s product development team in creating new non-alcoholic beer flavors and concepts. The focus on health and wellness, along with quality and taste improvements, provided a clear direction for innovation.
- Enhanced Brand Positioning: With the insights gained from the research, the company was able to refine its brand positioning and develop innovative concepts for its non-alcoholic beer. This approach contributed to increased market share and consumer engagement.
- Regional Insights: The comparative analysis between the US, UK, French, and Italian markets highlighted key differences in consumer behavior and preferences. This helped the company tailor its marketing strategies for each region, enhancing its competitive advantage.
- Measurable Outcomes: As a result of the study’s findings and the subsequent strategic adjustments, the company experienced a 10-20% increase in non-alcoholic beer sales within the first year.
