Samenvatting

This thesis investigates why consumers in Germany and the Netherlands are increasingly choosing non-alcoholic beer over its alcoholic counterpart. A quantitative on-line survey (≈ 300–400 respondents) assessed perceptions, purchase intentions and opinions on recent government regulations affecting the beer sector. Results show that health consciousness, desire to moderate alcohol intake and improved flavour profiles are the main drivers of uptake, whereas high price and limited trial-willingness remain barriers. Dutch consumers display a slightly stronger willingness to pay than German consumers, but both groups expect further flavour innovation. Sensory tests revealed that citrus‐ and malt-forward profiles score highest on overall liking. Respondents also welcomed clearer labelling and harmonised taxation for beers ≤ 0.5 % ABV. The study concludes that breweries should emphasise taste quality and health messaging, while policymakers can accelerate adoption by standardising definitions and excise structures.