CONSUMER&

BRANDBrandKPIs

for

energy

drinks:

Red

Bullin

the

United

StatesConsumer

Insights

reportDecember2024Discover

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

Red

Bull’s

performance

intheenergy

drink

market.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,

asofDecember202484%

of

Red

Bull

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Red

Bull’sbrandingresonates

more

with

Millennials?Red

Bull

generally

appealstomen

more

than

women?Red

Bull

ranksfirst

inawareness

within

the

energydrinkmarket?Thepopularity

ratingof

Red

Bull

is37%?Red

Bull

rankssecond

inconsumption?Among

Red

Bull

enthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theirenergy

drinkbrandstohave?Interms

of

loyalty,Red

Bullis

third

intheUnitedhighvalue,authenticity,and

boldnessStates?Red

Bull

hasascore

of42%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awareness

is

the

highest

scoring

KPI

forRed

Bull

at

90%Brand

profile:

snapshotBrand

performance

of

RedBullintheUnitedStates90%84%42%37%34%AwarenessPopularityUsageLoyaltyBuzz5Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,respondents

who

know

the

individual

brand

(consumption),

n=386,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Red

Bull’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeRed

Bullbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatRedBull

islikedby4%

ofBaby

boomers

and

23%

of

GenXers,

whereas

thetotalshareof

industryusers

is6%and27%,

respectively.39%28%27%25%23%ForMillennials

andGen

Z,

48%

and

25%

feel

positivelytowards

Red

Bull,versus

39%

and28%.

So

currently,forRed

Bull,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.6%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=416,

RedBull

enthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Red

Bull

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Red

Bullshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Red

Bull

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%45%55%59%

ofmen

likeRed

Bullcompared

to41%

ofwomen,

whereas

fortheoverallindustry,55%

of

men

consume

energydrinkscompared

to45%

of

women.88%10%

ofRed

Bull

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

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=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Red

Bull

enthusiasts,

34%

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.18%Single23%33%34%33%34%17%18%CoupleSingleparentNuclear34%

ofRed

Bull

enthusiastsarefromhigh-income

households.Red

Bull’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

22%

of

Red

Bullenthusiastshavethiscurrent

livingsituation.11%10%22%19%36%Multi-generational5%5%20%18%29%ExtendedOther8%7%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

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=416,

RedBull

enthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

energy

drink

brands

to

have

high

value,authenticity,

andboldnessBrand

profile:

qualitiesQualitiesconsumerswant

from

energydrink

brandsForenergy

drinks,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,authenticity,andboldness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Red

Bullconsumers

alsoappreciatethese

key

attributes,indicatingRed

Bullexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatRed

Bull

enthusiastsareleast

focused

on

areinclusivenessandsocial

responsibility.ReliabilityExclusivityRed

Bullshould

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

energydrinks,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

toenergydrinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

energydrinks,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=386,

RedBull

consumers’,n=416,RedBull

enthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Red

Bull

fans,

37%

state

that

they

get

excited

about

energy

drinkproductsBrand

profile:

attitudesWhat

doconsumersthink

ofenergydrinks

ingeneral?44%37%34%33%27%26%26%23%21%21%20%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutenergydrinkproductsIliketotalkabouttopicsrelating

toenergy

drinksBrand

enthusiastIndustryuser10

Notes:“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=927,

energydrinkconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Red

Bull

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

energy

drinks,theaverageawareness

ofabrandinthe

United

Statesis49%.Awareness

ofRed

Bull,however,

isat90%.Awareness37%

ofU.S.

energy

drinkconsumers

saytheylikeRedBull,compared

toanindustryaverage

brandpopularity

of24%.34%

ofindustryconsumers

intheUnited

Statessaythey

consume

Red

Bull,with

the

average

consumptionof

abrand

at23%.BuzzPopularity84%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.Red

Bullhasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of42%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=1,124,

respondents

who

know

the

individual

brand

(popularity),

n=1,124,respondents

who

know

the

individual

brand

(consumption),

n=386,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,124,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Red

Bullranks

first

in

awareness

within

the

energy

drink

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofRed

BullRank#

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.1RedBull90%87%86%76%74%58%58%56%54%49%10%2Gatorade3Monster4RockstarEnergy

Drink5-hour

ENERGYMountain

Dew

EnergyNOS5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678BangOutofallrespondents,

90%

were

aware

of

Red

Bull.Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.90%N/A9PRIMEAwareness10FullThrottle13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Red

Bull

is

37%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofRedBullRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Gatorade46%39%37%28%28%27%26%25%25%23%2Monster3RedBull37%4AlaniNuOutofconsumers

who

knew

thebrand,

37%

saidtheyliked

Red

Bull.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.5C4ENERGYMountain

Dew

EnergyBurn663%78Bang9PRIMEPopularityN/A10Carabao

ENERGYDRINK14

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,124,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Red

Bullranks

second

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofRedBullRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Gatoradeconsumed,

we

asked

each

respondent:

“Whenitcomes

to

energy

drinks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.2RedBull34%34%3Monster33%Outofconsumers

who

knew

thebrand,

34%

saidtheyconsumed

Red

Bull.Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.4Carabao

ENERGYDRINKMountain

Dew

EnergyBurn27%525%625%66%AlaniNu24%78Bang24%9C4ENERGYPRIME23%UsageN/A1023%15

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,124,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Red

Bull

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofRedBull’sconsumersRank#

BrandLoyalty

%85%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.1Gatorade16%2Monster84%3RedBull84%4Zevia81%5Mountain

Dew

EnergyRockstarEnergy

Drink5-hour

ENERGYReign79%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

energy

drinks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.779%875%84%9NOS75%Outofrespondents

whohaveconsumed

Red

Bull,84%

saidthey

would

consume

the

brandagain.LoyaltyN/A10PRIME73%16

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=386,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Red

Bull

has

a

score

of

42%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofRedBullRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1RedBull2Gatorade37%35-hour

ENERGYMonster29%Outofconsumers

who

knew

thebrand,

42%

saidtheyhadheardaboutRed

Bull

inthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.42%428%5PRIME28%58%6Burn25%7Carabao

ENERGYDRINKAlaniNu24%824%9Mountain

Dew

EnergyC4ENERGY20%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,124,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunitie