能量飲料品牌美國(guó)紅牛Red Bull市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

energy

drinks:Red

Bull

in

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromtheStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrandsperformance

against

theindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

3720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Red

Bulls’

performance

intheenergy

drinksmarket.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Red

Bull

maintains

its

market

relevance

by

continually

captivating

youngergenerations

withits

enduring

appeal

and

innovative

approachIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Red

Bullisabrandfortheyounger

generation,

withMillennials

the

most

likely

tofeel

affinityto

thecurrent

brandingstrategy?

Red

Bullexcels

abovetheindustryaverage

inallkeyperformance

indicators?

Red

BullisintheTop10

performing

brandsfor:?

There

is

afairlyeven

splitofmale

andfemale?

Awareness?

Popularity?

Usagecustomers

who

likeRed

Bull?

Red

Bullboastsaproportion

of

LGBTQIA+consumers

thatclosely

alignswith

the

industryaverage.?Loyalty?

Red

Bulltendsto

attractconsumers

from

high-?

Buzzincome

brackets?

Red

Bullholdsaprominent

industryposition,rankingfirst

incategories

likeawareness

and

buzz,thirdinpopularity,fourth

inconsumption,andthirdinloyalty?

It’sgenerally

people

innuclearhouseholds

thatlikeRed

Bull3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Almost

every

energy

drink

consumers

in

the

U.S.

is

familiar

with

Red

BullBrand

profile:

snapshotRedBulls’brand

performance

withintheindustry

of

Americanonlineconsumers91%56%43%43%42%35%19%18%17%14%AwarenessPopularityConsumptionLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onenergydrinks

awareness,popularity,

usage,loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=925,

respondents

who

have

consumed

energydrinksConsumer

Insights

Global,

asofSeptember

2023Sources:Red

Bull

is

popular

amongthe

younger

generations

in

the

energy

drinks

marketBrand

Profile:

consumer

demographics

(1/3)Red

Bullresonates

well

withtheyounger

generations,inparticular,Millennials.

44%

of

Millennial

consumerswho

areenergy

drinkconsumers

arefansof

Red

Bullcompared

to

39%

of

Millennialswho

know

anybrandsintheenergy

drinksmarket.Generation

of

consumerswho

likeRedBull44%39%Gen

Xers

and

Baby

Boomers

are

slightlylesslikely

tofeel

positively

towards

Red

Bullwith

24%

and

5%sayingthey

likethem,respectively

lower

thantheindustryaverage.27%

27%26%24%8%5%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=416,

RedBull

enthusiast,

n=955,

energydrinks

consumerConsumer

Insights

Global,

asofSeptember

2023Sources:There

is

a

fairly

even

split

of

male

and

female

customers

who

like

Red

BullBrand

Profile:

consumer

demographics

(2/3)GenderofRedBullfansTheGender

splitbetween

brandenthusiastsof

Red

Bullshows

men

andwomen

havearelatively

balancedaffinity

with

thebrand,

compared

to

theIndustryaverage.LGBTQIA+status

ofRedBullfansRed

Bullboastsaproportion

ofLGBTQIA+

consumers

thatclosely

alignswith

the

industryaverage

forenergydrinkconsumers.11%12%11%

ofRed

Bull

consumers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to12%

overallaverage.

ItappearsthatRed

Bull

hasattracted

diverse

audiences

and

isexploring

opportunities

intargetinguntapped

demographics.52%54%52%

ofmen

likeRed

Bullcompared

to48%

ofwomen,

whereas

theindustryaverage

forenergy

drinkconsumersshows

54%

of

men

consume

energydrinkscompared

to46%

of

women.86%86%48%46%3%3%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

energydrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=416,

RedBullenthusiast,

n=955,

energydrinks

consumerSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

nuclear

households

that

like

Red

BullBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aRed

Bullconsumer

slightlyvaries

from

thatoftheaverage

energy

drinkconsumer.Specifically,

44%

of

Red

Bullconsumersfallunderthehigh-income

slabcompared

to

anoverall

industryaverageof

39%.

Therefore,

Red

Bull

isabrandthattendsto

attractconsumers

fromhigher-income

groups.Householdtype16%

ofRed

Bull

consumers

arefromsinglehouseholds.

Couples

areslightlyless

likely

toconsume

Red

Bull

thanother

brandsand

forthenuclearfamily,itisthehighest.16%18%Single39%31%44%15%17%Therefore,

with

thenuclear

householdmarket

wrapped

up

Red

Bullmay

wanttoconsider

opportunities

and

targetadvertising

atsingleandcouplehouseholds.CoupleNuclear

familySingleparentOther31%27%31%26%12%12%30%26%26%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=416,

RedBull

enthusiast,

n=955,

energydrinks

consumerConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Red

Bull

take

sustainability

more

seriously

than

consumersin

generalBrand

profile:

attitudesWhat

do

consumersthink

ofenergydrinks

ingeneral?39%

ofconsumers

wholike

Red

Bull

saythey

arewell

informed

when

itcomes

toenergy

drinksand23%

ofthese

consumers

saythattheycan’timagine

theirlifewithout

energy

drinks.Thiscompares

to

amarket

averageof

28%

and18%,

respectively.How

doespriceeffect

theirdecisions?Only18%

of

consumers

wholike

Red

Bull

sayalow

price

ismore

important

thanhighquality

when

itcomes

toenergy

drinks,which

alignswith

themarket

average

of18%Do

consumerstrusttheirenergydrinks?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

toenergy

drinksisimportant

to

40%

of

consumerswho

likeRed

Bull,compared

to

themarket

average

of

34%.Do

energydrinks

need

toinnovate

tostay

relevant?38%

ofconsumers

wholike

Red

Bull

sayenergy

drinksexcite

themwith

41%

confirming

they

liketotryoutnewandinnovativeenergy

drinks.

Thiscompares

toamarket

average

of27%

and31%,

respectively.How

important

issustainability

toconsumers?According

to26%

ofconsumers

who

likeRed

Bull,sustainabilityisimportant

when

itcomes

to

energy

drinks,compared

to

themarket

average

of

21%.9Notes:“Which

ofthese

statements

about

energydrinks

do

youagree

with?”;

Multi

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=416,

RedBull

enthusiast,

n=955,

energydrinksconsumerSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Red

Bull

performs

better

than

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withintheenergydrinksmarketWhen

itcomes

to

energy

drinks,theaverageawareness

forabrandintheU.S.is

50%.

Awareness

oftheRed

Bull,however,

issignificantlyhigherat89%.Awareness95%With,38%

of

American

energy

drinkconsumers

sayingthey

likeRed

Bull,Red

Bullfindsitself

higherthan

theaverage,

28%,

forpopularity.36%

ofenergy

drinkconsumers

intheU.S.

saytheydrinkRed

Bull,with

theaverage

consumption

ofabrandat24%BuzzPopularity83%

ofRed

Bull

consumers

saythey

would

consumethebrandagaincompared

to

anaverage

loyalty

scoreof

74%.Red

Bullismore

likely

to

beseen

inthemedia

thanother

brands,with

a“Buzz”score

of42%

compared

toanaverage

of

25%.LoyaltyConsumptionIndustryaverageBrand11

Notes:Sources:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,222,

all

respondents

(awareness),

n=1,086,

respondents

who

know

the

individual

brand

(popularity),

n=1,086,

respondents

whoknow

the

individual

brand(usage),

n=389,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,086,

respondentswho

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Red

Bull

held

the

premier

position

as

the

most

recognized

brand

in

the

energydrinks

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRed

BullRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1RedBull89%86%85%79%75%60%58%50%48%46%11%2Gatorade3MonsterOutofrespondents

whoconsume

energy

drinks,89%were

aware

of

Red

Bull.

Thisranksthemin1st

placecompared

to

other

brandssurveyed

inthisindustry.45-hour

ENERGYRockstarEnergy

DrinkBang5Gatorade

isplaced

2nd

with

anawareness

score

of

86%followed

byMonster

inthe3rd

spotwith

anawarenessscore

of85%.67NOS8Full

ThrottleMountain

Dew

EnergyPRIME89%9AwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,222,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Red

Bull

wasthe

third

most

popular

brand

in

the

energy

drinks

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRedBullRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

energy

drinks,which

ofthefollowing

brandsdoyoulike?”.1Gatorade48%41%38%38%33%32%31%31%30%29%2MonsterOutofconsumers

who

knew

thebrand

38%

saidtheyliked

Red

Bull.Thisranks3rd

position

compared

toother

brandssurveyed

intheenergy

drinksmarket.3RedBull38%4Carabao

ENERGY

DRINKMountain

Dew

EnergyBangThebrand

leading

thisKPI

is

Gatorade

who

scored

apopularity

ratingof48%

followed

by,Monster

inthe2nd

spot

whoscored

41%.

Occupyingthe

thirdposition,Red

Bullstandsoutas

afirmly

establishedbrandinterms

ofpopularity.5662%7AlaniNu8Burn9C4ENERGYPRIMELikeDonotlike10Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,086,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Red

Bull

seals

the

fourth

spot

for

being

the

most

consumed

energy

drinksBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofRedBullRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

toenergy

drinks,which

of

thefollowing

brandshaveyouused

inthepast12

months?”.1Gatorade2Carabao

ENERGY

DRINKMonster37%336%36%Outofconsumers

who

knew

thebrand

36%

saidtheyconsume

Red

Bull.

Thisranks4th

position

compared

toother

brandssurveyed

intheenergy

drinksmarket.4RedBull36%5AlaniNu33%Gatorade

who

had

ausagescore

of

45%

is

leadingthisKPI,followed

byCarabaoENERGY

DRINK

who

scored37%.

Securing

thefourthposition

intherankings,RedBull

isone

ofthepremier

providers

intheenergydrinksmarket.6Burn29%64%7C4ENERGYMountain

Dew

EnergyBang28%827%926%ConsumeDonotconsume105-hour

ENERGY26%Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,086,

respondents

who

know

the

individual

brand(consumption)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Red

Bull

has

the

third

most

loyal

consumers

in

energydrinksmarketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRedBulls’consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

energydrinks,which

ofthefollowing

brandsare

youlikely

touseagaininthefuture?”.1Gatorade17%2Monster85%3RedBull83%4RockstarEnergy

Drink5-hour

ENERGYReign82%Outofconsumers

who

consume

Red

Bull

83%

saidthey

would

consume

thebrandagaininthefuture.Thisranks3rd

position

compared

to

other

brandssurveyed

intheenergy

drinksmarket.581%678%7NOCCO76%Gatorade

takesthe

lead

inthisKPI

with

animpressiveloyalty

ratingof

88%.

Red

Bull,ranked

3rd,hascultivatedastrong

following

over

theyears

duetoitsqualityproducts,strong

brandreputation,andeffective

marketing,resulting

inaloyal

customer

base.8PRIME75%83%9Mountain

Dew

EnergyZevia75%LoyalNot

return1074%Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;

Base:

n=389,

respondents

who

have

consumed

the

individual

brand(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Red

Bull

held

the

prominent

position

as

the

most

heardabout

brand

in

themedia

within

the

energy

drinks

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofRedBullRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1RedBull2GatoradeCarabao

ENERGY

DRINK5-hour

ENERGYMonster40%335%Outofconsumers

who

knew

thebrand,

42%

saidtheyhadheardaboutRed

Bull

inthemedia.

Thisranks1stposition

compared

to

other

brandssurveyed

intheenergy

drinksmarket.42%435%533%58%6AlaniNu31%Gatorade

andCarabaoENERGY

DRINK

sealed

the2ndand3rd

spotswith

thebuzzscore

of40%

and35%respectively.

Red

Bull,atthetop

spot,hasanotableandinfluentialpresence

inthe

media

landscapeduetoitsextensive

marketing

efforts,

event

sponsorships,andinnovativemarketing

strategies.7Burn31%8C4ENERGYPRIME30%929%BuzzNobuzz10Bang27%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,086,

respondents

who

know

the

individual

brandConsumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmark