| Category | |
|---|---|
| Awareness | 91.0% |
| Popularity | 43.0% |
| Consumption | 42.0% |
| Loyalty | 35.0% |
| Buzz | 43.0% |
Energy drink brands
Red Bull brand profile in the U.S.
Red Bull reaches an outstanding brand awareness of 92 percent among U.S. energy drink consumers and is popular with 44 percent of them. An equally high media buzz and consumption share of 42 percent makes for an undisputed energy drink brand KPI champion in the U.S.
Claiming to give you wings, the Austria-based brand sold over 100 billion cans since its launch in 1987. Fittingly, success is also one of the most important things for the brand's customers.
Brand KPI profile
Red Bull brand KPIs have wings
Among the U.S. energy drinks audience, Red Bull sets the standard concerning our brand KPIs. With 44 percent liking the brand, and almost the same share drinking Red Bull, the brand鈥檚 media buzz is as impressive. 44 percent of energy drinks consumers in the United States had noticed Red Bull on social media, in the media or in advertising in the past 3 months before our representative survey.
Generations
All-gen Red Bull
Red Bull reaches its audience in all generations. While the brand scores 鈥渓owest鈥 with Gen Z in brand awareness, being recognized by 88 percent among the energy drinks audience in that generation is a KPI score other brands wouldn鈥檛 even dare dream of. Among the Generation X energy drink consumers in our representative survey, Red Bull even reaches a brand recognition of 96 percent. Full stop.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 92.0% | 88.0% | 94.0% | 96.0% | 91.0% |
| Popularity | 44.0% | 40.0% | 55.0% | 38.0% | 26.0% |
| Consumption | 42.0% | 33.0% | 52.0% | 39.0% | 30.0% |
| Loyalty | 35.0% | 25.0% | 46.0% | 31.0% | 28.0% |
| Buzz | 44.0% | 34.0% | 48.0% | 49.0% | 40.0% |
Life values
Success gives you wings
Looking at the most important aspects in life of Red Bull consumers compared to non-drinkers of the Austrian energy drink shows a pretty balanced picture with more in common than setting apart. One aspect standing out is success. Being successful is significantly more important to Red Bull costumers than to non-customers of the Austria based brand.
Published October 8, 2024
| Category | Total | Red Bull consumer | Non-consumer |
|---|---|---|---|
| A happy relationship | 48.0% | 49.0% | 47.0% |
| An honest and respectable life | 47.0% | 46.0% | 48.0% |
| Safety and security | 39.0% | 38.0% | 40.0% |
| To be successful | 38.0% | 45.0% | 35.0% |
| Making my own decisions | 29.0% | 23.0% | 32.0% |
| Having a good time | 28.0% | 28.0% | 28.0% |
| Learning new things | 28.0% | 28.0% | 27.0% |
| Advancing my career | 16.0% | 19.0% | 14.0% |
| Traditions | 15.0% | 14.0% | 16.0% |
| Social justice | 12.0% | 9.0% | 13.0% |
Brand KPI deep dive
Explore brand KPI profiles by company
Consumer 糖心破解版 Tool
Understand what drives your audience
Compare brands, filter by survey items, or drill down to your very own hand-tailored target group. Our Consumer 糖心破解版 tool has you covered.
We鈥檙e happy to help
Get in touch with us for additional information
Feel free to contact us anytime. We will respond to your inquiry as quickly as possible.