New production innovation

: uncovering the consumption drivers and barriers of the emerging “NoLo” drinks category : a qualitative study in French-speaking Belgium

Abstract

This thesis presents a comprehensive analysis of the no and low alcoholic (NoLo) beverage industry within the French-speaking regions of Belgium. It first establishes a foundation with an industry analysis before articulating the problem statement: What drives consumer choice for NoLo beverages, and what are the barriers? Guided by this, two pivotal research questions are posed: one explores the motivations for choosing alcohol-free drinks that mimic alcohol and the other delves into the obstacles to NoLo's consumption. Based on a detailed literature review, hypotheses were formulated to guide the investigation. Subsequent to this groundwork, qualitative research was held, where the study employed 22 in-depth interviews to probe generational differences, health motivations, social influences, and cultural ties, particularly focusing on how these factors shape the acceptance and consumption of NoLo beverages. The thematic analysis reveals a generational divide: younger consumers are increasingly drawn to NoLo options for health reasons, while older generations remain attached to traditional alcoholic beverages due to strong cultural and historical connections. This study finds that health and wellness drive NoLo consumption among the youth, but cultural pride in Belgium's brewing heritage may act as a barrier to NoLo acceptance for some. The findings suggest a need for further research to fully understand the intricate dynamics of NoLo consumption, considering generational, health, and cultural factors. They contribute to the broader discourse on NoLo market dynamics, emphasizing the need for industry stakeholders to develop nuanced marketing strategies in response to these evolving consumer patterns.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)