| Category | |
|---|---|
| Awareness | 71.0% |
| Popularity | 36.0% |
| Consumption | 32.0% |
| Loyalty | 26.0% |
| Buzz | 22.0% |
Meat substitute brands
MorningStar Farms brand profile in the U.S.
As one of the most recognized meat substitute brands in the U.S., MorningStar Farms enjoys an impressive reach among consumers who use meat alternatives. Surprisingly, the Kellogg's-owned brand has its lowest KPI ranks with Gen Z consumers. According to our representative survey, the most important aspects in life for MorningStar Farms customers are a happy relationship and an honest, respectable life.
If you are looking for information on the parent company of the MorningStar Farms brand, the Kellogg company profile by ÌÇÐÄÆƽâ°æ Company ÌÇÐÄÆƽâ°æ may be worth your while.
Brand KPI profile
U.S. consumers know Old MacDonald and MorningStar Farms
Approximately 71 percent of U.S. meat substitute consumers recognize the vegan and vegetarian food brand MorningStar Farms. According to our representative survey, around one third of them liked the brand or consumed its products respectively. MorningStar Farms has the most potential for growth among U.S. consumers in the areas of social buzz (i.e., the brand’s presence in social media and advertising) and customer loyalty (i.e., whether respondents would consume products from the brand again).
Generations
Baby Boomers are ahead of Gen Z when it comes to MorningStar Farms
A comparison of brand KPIs for MorningStar Farms between generations indicates that the brand has the greatest potential for growth with Gen Z consumers in the U.S. From brand awareness to social buzz, meat alternatives consumers born between 1995 and 2012 give the lowest brand KPI scores for MorningStar Farms. The prevalence of brand recognition, popularity and consumption share increases with age.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 71.0% | 61.0% | 72.0% | 79.0% | 74.0% |
| Popularity | 36.0% | 25.0% | 34.0% | 47.0% | 51.0% |
| Consumption | 32.0% | 22.0% | 31.0% | 41.0% | 51.0% |
| Loyalty | 26.0% | 14.0% | 25.0% | 36.0% | 44.0% |
| Buzz | 22.0% | 18.0% | 21.0% | 28.0% | 23.0% |
Life values
MorningStar Farms customers appreciate a happy relationship
Across the board, the most important aspects in life for both MorningStar customers and non-customers are a happy relationship as well as an honest and respectable life. Both audiences generally don't differ much in their priorities when it comes to other life values such as safety and security, learning new things, and tradition.
Published August 7, 2023
| Category | Total | MorningStar Farms consumer | Non-consumer |
|---|---|---|---|
| A happy relationship | 50.0% | 53.0% | 49.0% |
| An honest and respectable life | 46.0% | 43.0% | 46.0% |
| To be successful | 39.0% | 41.0% | 38.0% |
| Safety and security | 37.0% | 40.0% | 37.0% |
| Making my own decisions | 31.0% | 29.0% | 31.0% |
| Learning new things | 29.0% | 26.0% | 30.0% |
| Having a good time | 27.0% | 25.0% | 28.0% |
| Advancing my career | 15.0% | 16.0% | 15.0% |
| Traditions | 15.0% | 14.0% | 15.0% |
| Social justice | 11.0% | 13.0% | 11.0% |
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