Mixed-Methods Analysis of Consumer Perceptions of Carbonated Caffeinated Applemust (MUST Energy) : A Study to Position MUST Energy within the Swedish Fika and Energy Drink Landscape

Sammanfattning

This thesis investigates the consumer perceptions and social positioning of MUST Energy, a sustainable, carbonated caffeinated applemust, within a contemporary market divided be-tween the restorative fika culture of coffee and tea and the fast utility of industrial energy drinks. As cognitive load reaches a critical threshold for students and young professionals, the need for recovery strategies has transformed caffeine from a sensory ritual into a functional reagent. Through a mixed-methods approach involving a quantitative survey (n=94) and qualitative semi-structured interviews (n=17), this study utilises projective persona techniques to map the social archetypes associated with various caffeinated beverages. The findings identify a clear taxonomy of beverage personalities: Coffee as the “hardworking boss” and universal baseline, tea as a “supportive shoulder” for mindfulness, and energy drinks as polarised figures of rebellion or performative fitness. MUST Energy emerges as a sophisticated hybrid, perceived as a “balanced nature lover” that bridges the gap between naturalness and performance. Evaluating this project through a holistic food systems lens reveals a distinct value-action gap among consumers. Despite a high logical agreement with sustainable practices, with 85% of survey respondents supporting the use of circular ingredients, actual consumer choices remain primarily dictated by availability, convenience, and sensory preferences. Furthermore, the research also identifies a critical naming barrier, where the terminology of “ugly” fruit acts as a psychological deterrent, and the terminology of “rescued” fruit is found to be significantly more emotionally resonant and culturally inclusive. This study identifies the sensory profile of cold carbonation to present a hurdle for integration into the traditional indoor fika. However, MUST Energy is found to be perfectly positioned for the “modern” fika of active, outdoor, and professional settings. Thus, the research provides a strategic framework for positioning this sustainable energy drink by aligning ingredient transparency with the social identities of the modern Swedish consumer.