The price of some NAs, such as Miller's Sharp's, has been cut in recent years because of sluggish sales. Besides Sharp's, Miller's only other NA beer is Molson Exel NA, a Canadian import that Miller distributes. The company is not currently testing any NA concepts. In the next decade we do expect a little growth because of the demographics changing. The loosely defined baby boomers will be moving into an age category where you'd expect them to be interested in non-alcoholic drinks more often.
Some consumers resist paying premium prices for a beer that lacks alcohol.
Depending on the process, however, these products can be expensive to produce. There are two ways to make NA beer. It can be brewed like a normal beer, with the alcohol removed at the end of the process. Or the fermentation of the yeast can be stopped early on, so there never is any significant amount of alcohol in the product. This method is called arrested fermentation.