An analysis of the sensory properties, emotional responses and social settings associated with non-alcoholic beer

Non-alcoholic beer (NAB) is considered a healthy alternative to alcoholic beer; however, more information is needed about consumers' perception of NAB. This study's first objective was to identify who drinks NAB and in what social settings NABs are usually consumed. Then consumers were asked if they perceive different sensory properties in NAB and alcoholic beer. Lastly, consumers’ emotional responses to NABs were investigated. Two focus groups (n = 10 and n = 12) were completed to evaluate participants’ attitudes towards NABs. Consumers were asked (n = 98) to use check-all-that-apply (CATA) and nine-point hedonic scales to evaluate six beers (three NABs and three alcoholic beers). In the second trial, consumers (n = 127) were asked to evaluate ten different NABs currently sold in Canada using the CATA variant of EsSense25 Profile and a purchase intent scale. The focus groups identified those interested in a healthy lifestyle would be more likely to consume NABs, as well as those who want to decrease their alcohol consumption. Participants also felt that people typically consume NABs at home or at a social gathering at someone's house. The consumer acceptability trial demonstrated that NABs were associated with wateriness and were bland compared to their alcoholic counterparts. In the emotional response trial, participants associated positive emotions with brands they perceived to be produced by a micro-brewery. The participants were also willing to pay more for the NABs they felt were more flavourful and not produced by large companies. Through this study, sensory properties and emotions associated with NABs were explored, and these findings should help create new and innovative NABs in the future.