| Category | |
|---|---|
| Awareness | 91.0% |
| Popularity | 55.0% |
| Consumption | 41.0% |
| Loyalty | 34.0% |
| Buzz | 30.0% |
Ice cream brands
Ben & Jerry's brand profile in the U.S.
Ben & Jerry's remains a well-recognized and popular ice cream brand in the U.S., with room for growth in consumption. Its high recognition extends to all generations, particularly Generation X and Baby Boomers. However, Millennials and Gen Z lead in consumption and brand loyalty, with the brand creating the most buzz among Millennials. Among Ben & Jerry's consumers, learning new things and social justice are prioritized more, while non-consumers value tradition and safety and security more, with both groups valuing a happy relationship as well as an honest and respectable life equally the most.
Brand KPI profile
A delicious favorite
With a high awareness level, Ben & Jerry's is a well-known ice cream brand among U.S consumers. Its popularity indicates that a significant portion of those who know the brand, also have a positive perception of it. However, consumption lags somewhat behind popularity, suggesting room for growth.
Generations
Appealing to tastes across all generations
Ben & Jerry's ice cream brand enjoys high recognition across all generations in the U.S., with nearly universal awareness among Generation X and Baby Boomers. Its popularity is highest among Millennials, closely followed by Generation X. In consumption share, Millennials and Gen Z score highest, with Baby Boomers lagging behind. In terms of brand loyalty, Millennials show the highest loyalty towards the brand, while Baby Boomers are least loyal. Finally, the brand generates the most buzz among Millennials, with significantly less among Baby Boomers.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 91.0% | 84.0% | 91.0% | 95.0% | 94.0% |
| Popularity | 55.0% | 48.0% | 61.0% | 57.0% | 46.0% |
| Consumption | 41.0% | 41.0% | 50.0% | 33.0% | 28.0% |
| Loyalty | 34.0% | 32.0% | 42.0% | 30.0% | 24.0% |
| Buzz | 30.0% | 27.0% | 34.0% | 30.0% | 21.0% |
Life values
Ben & Jerry's consumers are less likely to prioritize safety
A higher percentage of Ben & Jerry's consumers prioritize learning new things and social justice. However, a larger proportion of non-consumers emphasize tradition and safety and security more. At the same time, a happy relationship as well as an honest and respectable life are important for both consumer groups.
Published January 8, 2025
| Category | Total | Ben & Jerry's consumer | Non-consumer |
|---|---|---|---|
| An honest and respectable life | 48.0% | 49.0% | 48.0% |
| A happy relationship | 45.0% | 46.0% | 45.0% |
| To be successful | 39.0% | 38.0% | 39.0% |
| Safety and security | 38.0% | 34.0% | 40.0% |
| Making my own decisions | 32.0% | 30.0% | 32.0% |
| Having a good time | 30.0% | 31.0% | 29.0% |
| Learning new things | 26.0% | 28.0% | 24.0% |
| Advancing my career | 15.0% | 16.0% | 15.0% |
| Traditions | 15.0% | 13.0% | 16.0% |
| Social justice | 13.0% | 15.0% | 11.0% |
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.