| Category | |
|---|---|
| Awareness | 80.0% |
| Popularity | 21.0% |
| Consumption | 19.0% |
| Loyalty | 16.0% |
| Buzz | 13.0% |
Energy drink brands
Rockstar Energy Drink brand profile in the U.S.
A brand awareness of around 80 percent among U.S. energy drink consumers indicates Rockstar knows marketing. Interestingly, the Pepsi-owned brand’s recognition is significantly higher in older generations than in younger, while Rockstar’s highest popularity score is with the Millenials energy drinks audience.
Brand KPI Profile
Rockstar shows solid brand KPIs, with buzz underwhelming a bit
Among energy drinks consumers in the U.S., Rockstar enjoys an impressive brand awareness of almost 80 percent. Popularity and consumption share naturally are a bit lower, with 21 percent and 20 percent of the energy drinks audience. The buzz KPI though looks a bit underwhelming: 13 percent of energy drink users had noticed Rockstar on social media, in the media or in advertising in the three months before our survey.
Generations
Generation X is the most Rockstar
While Rockstar Energy’s brand KPI scores among Millennials and Generation X aren’t too far apart. Among energy drink consumers from Generation Y otherwise known as Millennials, Rockstar is popular with 24 percent, and 21 percent drink it. With the youngest generation in our exclusive survey Rockstar still has some untapped potential, considering 31 percent of Gen Z energy drink consumers don’t recognize the brand at all.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 79.0% | 69.0% | 83.0% | 84.0% | 84.0% |
| Popularity | 21.0% | 16.0% | 24.0% | 23.0% | 14.0% |
| Consumption | 20.0% | 17.0% | 21.0% | 22.0% | 12.0% |
| Loyalty | 16.0% | 13.0% | 17.0% | 18.0% | 9.0% |
| Buzz | 10.0% | 7.0% | 12.0% | 11.0% | 9.0% |
Life Values
The importance of being an earnest Rockstar
To Rockstar energy drink consumers, a happy relationship is the most important aspect in life, followed by an honest and respectable life and being successful. Compared to non-customers of the brand, few aspects stand out. While learning new things is more important to Rockstar customers than to non-customers, it’s the other way round for Making their own decisions, but on a smaller scale. Rock!
Published September 27, 2024
| Category | Total | Rockstar Energy Drink consumer | Non-consumer |
|---|---|---|---|
| A happy relationship | 48.0% | 52.0% | 47.0% |
| An honest and respectable life | 47.0% | 44.0% | 48.0% |
| Safety and security | 39.0% | 36.0% | 40.0% |
| To be successful | 38.0% | 39.0% | 38.0% |
| Making my own decisions | 29.0% | 25.0% | 30.0% |
| Having a good time | 28.0% | 26.0% | 28.0% |
| Learning new things | 28.0% | 33.0% | 27.0% |
| Advancing my career | 16.0% | 16.0% | 16.0% |
| Traditions | 15.0% | 15.0% | 15.0% |
| Social justice | 12.0% | 13.0% | 12.0% |
Brand KPI deep dive
Explore brand KPI profiles by company
Consumer ÌÇÐÄÆƽâ°æ 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 ÌÇÐÄÆƽâ°æ tool has you covered.
We’re 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.