CONSUMER&

BRANDBrandKPIs

for

soft

drinks:

MountainDew

in

the

United

StatesConsumer

Insights

reportOctober2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

5000Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Mountain

Dew’s

performanceinthe

soft

drinkmarket.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202486%

of

Mountain

Dew

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MountainDew’s

brandingresonates

more

with?MountainDew

ranksfourth

inawareness

within

theMillennialssoft

drinkmarket?MountainDew

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

MountainDew

is44%?MountainDew

ranksfifth

inconsumption?Among

MountainDew

enthusiasts,32%

fallunderthe

high-income

category?Interms

of

loyalty,Mountain

Dew

is

second

intheUnited

States?Consumers

want

theirsoftdrink

brandsto

haveauthenticity,highvalue,and

honesty

/trustworthiness?MountainDew

hasascore

of

35%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Mountain

Dew

at

93%Brand

profile:

snapshotBrand

performance

of

Mountain

DewintheUnitedStates93%86%44%40%35%AwarenessPopularityUsageLoyaltyBuzz5Notes:Softdrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,163,

respondents

who

know

the

individual

brand

(popularity),

n=1,163,

respondentswho

know

the

individual

brand

(consumption),

n=463,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,163,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Dew

’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMountain

Dew

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMountain

Dew

islikedby7%

ofBaby

boomersand30%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and30%,

respectively.30%

30%25%24%ForMillennials

andGen

Z,

38%

and

24%

feel

positivelytowards

Mountain

Dew,

versus

36%

and25%.

Socurrently,

forMountainDew,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.9%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosoftdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=515,

Mountain

Dewenthusiast,

n=1,173,

softdrink

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Dew

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Mountain

Dew

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MountainDew

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.45%55%49%51%55%

ofmen

likeMountain

Dewcompared

to

45%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

soft

drinkscompared

to

49%of

women.89%9%

of

MountainDew

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=515,

Mountain

Dewenthusiast,

n=1,173,

softdrink

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mountain

Dew

enthusiasts,

32%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%25%Single32%35%17%17%CoupleSingleparentNuclear32%

ofMountain

Dew

enthusiastsarefrom

high-income

households.Mountain

Dew’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

23%

ofMountain

Dew

enthusiastshavethiscurrent

living

situation.10%11%38%23%21%36%29%Multi-generational4%4%17%15%30%ExtendedOther7%8%Brand

enthusiastIndustryuserLowHighMediumBrand

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

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=515,

Mountain

Dewenthusiast,

n=1,173,

soft

drink

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

soft

drink

brands

to

have

authenticity,

high

value,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

soft

drinkbrandsForsoft

drinks,the

topthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

honesty

/trustworthiness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Mountain

Dew

consumers

alsoappreciate

these

key

attributes,indicating

Mountain

Dew

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMountainDewenthusiastsare

least

focused

on

areinclusiveness

and

social

responsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessMountain

Dew

shouldwork

onpromoting

boldness

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

softdrinks,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

softdrinks,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

tosoftdrinks,

which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=463,

Mountain

Dewconsumers’,n=515,

MountainDewenthusiast,

n=1,173,

softdrink

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mountain

Dew

fans,

36%

state

that

they

get

excited

about

soft

drinkproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsoft

drinksingeneral?48%43%36%36%29%28%26%25%23%20%20%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsoftdrinkproductsIliketotalkabouttopicsrelating

tosoft

drinksBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

softdrinks

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosoftdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=515,

Mountain

Dewenthusiast,

n=1,173,

softdrinkconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

Mountain

Dew

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

soft

drinks,theaverage

awarenessof

abrand

intheUnitedStatesis72%.

Awareness

ofMountain

Dew,

however,

isat93%.Awareness44%

ofU.S.

soft

drink

consumers

saytheylikeMountain

Dew,

compared

to

anindustryaveragebrandpopularityof

35%.40%

ofindustryconsumers

intheUnited

Statessaythey

consume

Mountain

Dew,

with

the

averageconsumption

ofabrandat30%.BuzzPopularity86%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Mountain

Dew

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of35%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Softdrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,163,

respondents

who

know

the

individual

brand

(popularity),

n=1,163,

respondentswho

know

the

individual

brand

(consumption),

n=463,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,163,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Dew

ranksfourth

in

awareness

within

the

soft

drink

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMountain

DewRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.7%1Coca-ColaSprite95%95%94%93%93%92%92%90%87%85%23Pepsi4Mountain

Dew7UP5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Fanta7Dr

PepperSunkistA&W8Outofallrespondents,

93%

were

aware

of

MountainDew.

Thisranksthemfourth

compared

tootherbrandssurveyed

inthismarket.93%9AwarenessN/A10Welch's13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Mountain

Dew

is

44%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMountain

DewRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Coca-ColaDr

PepperSprite60%52%51%49%45%44%42%42%35%35%234Pepsi44%Outofconsumers

who

knew

thebrand,

44%

saidtheyliked

Mountain

Dew.

Thisranksthemsixthcomparedtootherbrandssurveyed

inthismarket.57UP56%6Mountain

DewA&W78Fanta9Canada

DrySunkistPopularityN/A1014

Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,163,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Dew

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMountain

DewRank#

BrandUsage

%61%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

soft

drinks,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Coca-ColaPepsi248%3Dr

PepperSprite46%Outofconsumers

who

knew

thebrand,

40%

saidtheyconsumed

Mountain

Dew.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.40%446%5Mountain

Dew7UP40%637%60%7A&W34%8Canada

DryFanta31%931%UsageN/A10Sunkist24%15

Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,163,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Mountain

Dew

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMountain

Dew’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Dr

PepperMountain

DewCoca-ColaWelch's14%286%386%486%5Sprite85%6Pepsi84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

soft

drinks,whichof

the

following

brandsareyou

likely

toconsumeagaininthe

future?”.77UP84%8Fanta82%86%9SchweppesCanada

Dry81%Outofrespondents

whohaveconsumed

MountainDew,

86%

said

theywould

consume

thebrand

again.LoyaltyN/A1080%16

Notes:“When

it

comesto

softdrinks,

which

ofthe

following

brands

are

you

likely

to

consume

againin

the

future?”;Multi

Pick;Base:n=463,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mountain

Dew

has

a

score

of

35%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMountain

DewRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Coca-ColaPepsi238%3Mountain

DewDr

Pepper7UP35%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyhadheardaboutMountain

Dew

inthemedia.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.434%527%6Sprite24%65%7BlueSkyCanada

DryFanta24%820%918%BuzzN/A10A&W17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,163,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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