Value-mapping of Beer Consumption: How Can Non-alcoholic Beers Become Popular Amongst 18-30 Year Old Danes?

Carsten Thorup Rasmussen

Student thesis: Master thesis


In the recent years, non-alcoholic beers have entered the market as the major breweries seeks new ways to increase growth rates which for years have been measured in single digit percentage. It has proven to be a market with potential as the market for non-alcoholic beers the recent years have shown growth rates above 30%. Only 1% of the current beer market is made up by non-alcoholic beers but a market with growth rates of 30-40% is of interest for major companies with the financial strength and equipment to penetrate and expand the market by introducing more variants and intensify advertisement to manifest market position. This thesis seeks to explore how a major player as Carlsberg can adapt its future advertising effort targeting the 18-30 year old Danes as these are the future consumers with the longest consumer lifespan. Furthermore, an increase in the consumption of non-alcoholic beers might improve the overall health of the population as it might decrease the use of soda and thereby the risk of diabetes or by decreasing the use of alcoholic beers, which can reduce the risk of alcohol-related diseases. In order to understand what to be aware of in regards of non-alcoholic beers, the consumption behavior amongst 18-30 year old Danes have to be uncovered. This has been done using a survey seeking to uncover trends in the general consumption behavior and perception of regular as well as non-alcoholic beers. Furthermore, interviews have been conducted based upon the laddering technique to uncover the fundamental values which the consumption of beers – alcoholic as well as non-alcoholic - might appeal to. As result of the thesis, the awareness of non-alcoholic beer brands needs further improvement and the low personal experience with non-alcoholic beers amongst 18-30 year old Danes indicates as lacking degree of familiarity with the non-alcoholic alternatives. Despite this, interview results and the creation of a hierarchical value map indicates points of possibility in which non-alcoholic beers might come in handy and might work as substitute for or/and supplement to a regular beer as the situation and the appropriateness for non-alcoholic beers is affected by a group of three main factors; the arena, the social group and the occasion. Further research is needed before it can be said whether the results of the thesis might count for age groups above 30 years; whether or not religion might be a determining factor or whether or not the consumption of a non-alcoholic beer during a social event might affect the social value in the group and perceived by the individual significantly.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages87
SupervisorsHenrik Johannsen Duus