Samenvatting

This graduation thesis is conducted for the International Food Business study at Aeres University of Applied Science (Dronten, NL) and Dalhousie University (Truro, CA). It investigates the German and Dutch non-alcoholic beer market.Over the recent years, the non-alcoholic beer market has been gaining popularity. The non-alcoholic beer production makes up for 10% of the total volume. In the Netherlands, the home consumption alone is expected to grow annually by 4.63%.The main research question for this thesis is: “What factors influence the increasing preference for non-alcoholic beers over alcoholic beers among consumers in Germany and the Netherlands?”