Australian consumer perception of non-alcoholic beer, white wine, red wine, and spirits

Simple item page
dc.contributor.authorDay, I.
dc.contributor.authorDeroover, K.
dc.contributor.authorKavanagh, M.
dc.contributor.authorBeckett, E.
dc.contributor.authorAkanbi, T.
dc.contributor.authorPirinen, M.
dc.contributor.authorBucher, T.
dc.date.issued2024
dc.description.abstractThe low- and no-alcohol beverage categories have experienced unprecedented and continued growth in major consumption markets. Although recent reports indicate that these alternatives could help reduce alcohol-related harm, few studies have focused on the no-alcohol category. This study draws from past low-alcohol research to explore consumer awareness, experience, willingness to try, liking, behavioural intention to consume, and willingness to pay for non-alcoholic beer, wine, and spirits. Data were collected from 679 Australian survey respondents and 32 tasting participants between 2020 and 2022. The results showed that, despite high awareness levels, many respondents were unwilling to try non-alcoholic options. However, prior experience led to favourable perceptions, particularly regarding the taste of non-alcoholic beverages. Additionally, experience with the no-alcohol category positively influenced the respondents’ behavioural intention to consume and willingness to pay. However, the analysis showed that pricing structures in Australia remain well above consumer expectations. The findings highlight the importance of tasting to overcome consumers’ unwillingness to try. Future research is needed to understand consumer motivations and the influence of knowledge and packaging format in the acceptance of non-alcoholic beer, wine, and spirits to inform the beverage industry and policymakers.
dc.description.statementofresponsibilityIrma Day, Kristine Deroover, Madeline Kavanagh, Emma Beckett, Taiwo Akanbi, Melanie Pirinen, Tamara Bucher
dc.identifier.citationInternational Journal of Gastronomy and Food Science, 2024; 35:100886-1-100886-10
dc.identifier.doi10.1016/j.ijgfs.2024.100886
dc.identifier.issn1878-450X
dc.identifier.issn1878-4518
dc.identifier.urihttps://hdl.handle.net/2440/144918
dc.language.isoen
dc.publisherElsevier BV
dc.rights© 2024 The Authors. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
dc.source.urihttp://dx.doi.org/10.1016/j.ijgfs.2024.100886
dc.subjectConsumer behaviour; No-alcohol; Low-alcohol; Wine; Beer; Mixed methods
dc.titleAustralian consumer perception of non-alcoholic beer, white wine, red wine, and spirits
dc.typeJournal article
pubs.publication-statusPublished

Files

Collections

Research Outputs