| Category | |
|---|---|
| Awareness | 90.0% |
| Popularity | 44.0% |
| Consumption | 38.0% |
| Loyalty | 32.0% |
| Buzz | 30.0% |
Energy Drink Brands
Monster brand profile in the U.S.
Monster’s brand awareness of 90 percent among U.S. energy drinks consumers leaves little to be desired. The brand reaches their audience in all generations from Gen Z to Baby Boomers and impresses with a media buzz of 32 percent among Millennials energy drinks consumers, meaning around a third of them had heard of Monster on social media, in the media or in advertising in the past three months before the survey.
Brand KPI profile
And now for some monstrous brand KPIs
Monster’s brand awareness of 90 percent among U.S. energy drink consumers is nothing but impressive, as is the brand’s popularity score of 44 percent in that same group. Around 38 percent in the energy drinks audience drink Monster, while a buzzing 30 percent had noticed the neon green Monster on social media, in the media, or in advertising in the past three months before the survey.
Generations
Millennials are Monster
Monster reaches an outstanding brand awareness among energy drink consumers from Gen Z (87 %) to Baby Boomers (86 %). Nevertheless, the younger generations are ahead of Baby Boomers when it comes to popularity, consumption, loyalty, and buzz. While 47 percent of the Millenials energy drink audience like Monster, 40 percent drink it. Especially noteworthy are an impressive 32 percent of them who had noticed Monster on social media, in the media or in advertising in the three months before our exclusive survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 90.0% | 87.0% | 90.0% | 92.0% | 86.0% |
| Popularity | 44.0% | 41.0% | 47.0% | 45.0% | 28.0% |
| Consumption | 38.0% | 33.0% | 40.0% | 43.0% | 26.0% |
| Loyalty | 32.0% | 26.0% | 34.0% | 37.0% | 23.0% |
| Buzz | 30.0% | 30.0% | 32.0% | 30.0% | 25.0% |
Life Values
Monster consumers value being successful
A happy relationship is the most important aspect in life to consumers of Monster energy drinks, with 49 percent picking it as one of their three most important aspects. Compared to non-consumers of the brand, a significant difference shows in the importance of being successful. While success is among the most important aspects in life for 43 percent of Monster drinkers, it's 7 percent less among non-customersof the brand.
Published September 27, 2024
| Category | Total | Monster consumer | Non-consumer |
|---|---|---|---|
| A happy relationship | 48.0% | 49.0% | 47.0% |
| An honest and respectable life | 47.0% | 44.0% | 48.0% |
| Safety and security | 39.0% | 38.0% | 40.0% |
| To be successful | 38.0% | 43.0% | 36.0% |
| Making my own decisions | 29.0% | 25.0% | 31.0% |
| Having a good time | 28.0% | 28.0% | 28.0% |
| Learning new things | 28.0% | 29.0% | 27.0% |
| Advancing my career | 16.0% | 18.0% | 15.0% |
| Traditions | 15.0% | 15.0% | 15.0% |
| Social justice | 12.0% | 10.0% | 12.0% |
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