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

Abstract

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.

Popular Abstract

Imagine a hot summer afternoon in Sweden. You’re sitting down with friends for a relaxing fika break, desperately craving something cold and refreshing, yet you still find yourself holding a warm cup of coffee. Why do we stick to hot drinks when we want to wind down, but only grab a cold energy drink when we are rushing to power through a task?
At the same time, have you ever looked at someone carrying a specific brand of energy drink and instantly made assumptions about their lifestyle or hobbies? When we see these products repeatedly, our brains naturally link the beverage to a specific human identity.
This thesis dives into that exact puzzle by using a method called “projective personification” to uncover the imaginations and stereotypes that dictate what we choose to drink when we need a caffeine boost. The focal point of the study is a new Swedish energy drink called MUST Energy, made from applemust with a healthy kick of caffeine, giving you the same energy boost as a standard cup of coffee without the synthetic chemicals or subsequent jitters.
Opinions were gathered from nearly 100 survey respondents, and detailed interviews were conducted. The interview participants played a “persona game” where they were asked to imagine popular caffeinated beverages as people at a social party. The results revealed a fascinating social hierarchy: Coffee was seen as the sophisticated, reliable hardworker whom everyone respects, while tea was the calm, mindful friend you turn to for a comforting chat. On the other hand, the energy drinks were seen as polarised, alternative figures, ranging from secretive, rebellious night-owls to intense, hyperactive corporate grinders. Fit-ness-focused energy drinks were visualised to be loud, superficial, and overly performative, seeming unapproachable to the average person.
Since energy drinks carry a reputation for being fake or unhealthy, their personas completely clash with the peaceful, egalitarian spirit of a traditional Swedish fika. Such beverages face sensory hurdles inside a traditional fika setting. This is where MUST Energy enters the room. Interview participants personified it as an upgraded, balanced, clean, nature-lover who enjoys outdoor movement and environmental mindfulness.
Taking the findings of this thesis together, MUST Energy is positioned for the “modern fika”, serving as a sustainable, mindful companion for active, contemporary moments like hikes, commutes, and outdoor social gatherings where the core spirit of taking a restorative break remains essential.

• author: Jefferson, Jacinda Joann
• supervisor: Håkan Jönsson
• organization: Food Technology and Nutrition (M.Sc.)
• alternative title: Blandmetodsanalys av konsumenters uppfattningar om kolsyrad koffeinhaltig äppelmust (MUST Energy): En studie för att positionera MUST Energy inom det svenska fika- och energidryckslandskapet
• course: KLTM02 20261
• year: 2026
• type: H2 - Master's Degree (Two Years)
• subject: Agriculture and Food Sciences
• keywords: caffeinated applemust, energy drink, fika, consumer perceptions, projective per-sonification, consumption rituals, food engineering nutrition and food chemistry
• language: English
• id: 9235973
• date added to LUP: 2026-06-12 13:40:20
• date last changed: 2026-06-12 13:40:20