Impossible brand profile U.S. 2024| ��ƽ��

Impossible brand awareness, usage, popularity, loyalty, and buzz among meat substitutes users in the United States in 2024

Characteristic	Share of respondents
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Number of respondents

1,249 respondents

Age group

18 to 64 years

Special properties

respondents who use meat substitutes

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to meat substitutes, which of the following brands do you like?"
Brand usage: "When it comes to meat substitutes, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to meat substitutes, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

Citation formats

How high is the brand awareness of Impossible in the United States?
When it comes to meat substitutes users, brand awareness of Impossible is at ** percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Impossible in the United States?
In total, ** percent of U.S. meat substitutes users say they like Impossible.

What is the usage share of Impossible in the United States?
All in all, ** percent of meat substitutes users in the United States use Impossible.

How loyal are the customers of Impossible?
Around ** percent of meat substitutes users in the United States say they are likely to use Impossible again.

What's the buzz around Impossible in the United States?
In 2024, about ** percent of U.S. meat substitutes users had heard about Impossible in the media, on social media, or in advertising over the past four weeks.

It is more about social justice for consumers of Impossible in the U.S.

When comparing what aspects in life are the most important to consumers of Impossible and non-consumers there are remarkable differences. One of them is that consumers of Impossible meat substitutes value social justice higher than non-consumers and the general population in the U.S. Comparing the brand KPIs by generation also reveals Gen Z and Baby Boomers to have the highest scores for all brand KPIs when it comes to Impossible in the United States.