CONSUMER&

BRANDBrandKPIs

for

energy

drinks:

POWERHORSE

in

GermanyConsumer

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

POWERHORSE’s

performanceinthe

energy

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,

asofDecember202463%

of

POWER

HORSE

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??POWERHORSE’s

branding

resonates

more

with?POWERHORSE

rankseighthinawareness

withintheMillennialsenergy

drink

market?POWERHORSE

generally

appealstomen

more

than?Thepopularity

ratingof

POWERHORSE

is21%women?POWERHORSE

ranksoutsidethe

Top

10

in?Among

POWERHORSE

enthusiasts,35%

fallunderconsumptionthe

high-income

category?Interms

of

loyalty,POWERHORSE

iseighthin?Consumers

want

theirenergy

drinkbrandstohaveGermanyhighvalue,coolness,

and

reliability?POWERHORSE

hasascore

of13%

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.4Loyalty

is

the

highest

scoring

KPI

for

POWER

HORSE

at

63%Brand

profile:

snapshotBrand

performance

of

POWER

HORSE

inGermany63%25%21%17%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=315,

respondents

who

know

the

individual

brand

(popularity),

n=315,

respondentswho

know

the

individual

brand

(consumption),

n=54,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=315,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024POWER

HORSE’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePOWERHORSE

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatPOWER

HORSE

islikedby8%

of

Babyboomersand18%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and27%,

respectively.39%27%27%25%ForMillennials

andGen

Z,

49%

and

25%

feel

positivelytowards

POWERHORSE,

versus

39%

and27%.

Socurrently,

forPOWERHORSE,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.18%8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=65,

POWER

HORSEenthusiast,

n=823,

energy

drink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024POWER

HORSE

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

POWERHORSE

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

POWERHORSE

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.45%55%48%52%55%

ofmen

likePOWERHORSEcompared

to

45%

of

women,

whereasfortheoverall

industry,52%

of

menconsume

energy

drinkscompared

to48%

ofwomen.85%85%9%

of

POWERHORSE

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

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=65,

POWER

HORSEenthusiast,

n=823,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

POWER

HORSE

enthusiasts,

35%

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.17%Single27%31%37%31%35%15%21%CoupleSingleparentNuclear35%

ofPOWER

HORSE

enthusiastsarefrom

high-income

households.POWERHORSE’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asingleparenthousehold,

20%of

POWERHORSE

enthusiastshavethiscurrent

living

situation.20%8%29%28%47%Multi-generational3%1%14%11%ExtendedOther18%2%3%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=65,

POWER

HORSEenthusiast,

n=823,

energy

drink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

energy

drink

brands

to

have

high

value,

coolness,

andreliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

energydrink

brandsForenergy

drinks,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,coolness,

andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessPOWERHORSE

consumers

alsoappreciate

these

key

attributes,indicating

POWER

HORSE

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatPOWERHORSEenthusiastsare

least

focused

on

aresocial

responsibility

and

innovation.ReliabilityExclusivityPOWERHORSE

should

work

onpromoting

exclusivity

to

convertenthusiastsintoowners.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=54,

POWER

HORSEconsumers’,n=65,

POWERHORSE

enthusiast,

n=823,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

POWER

HORSE

fans,

43%

state

that

they

get

excited

about

energy

drinkproductsBrand

profile:

attitudesWhat

doconsumersthink

ofenergydrinks

ingeneral?52%43%40%35%32%29%29%28%28%22%18%15%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=65,

POWER

HORSEenthusiast,

n=823,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1163%

of

POWER

HORSE

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

energy

drinks,theaverageawareness

ofabrandinGermany

is

41%.

Awarenessof

POWERHORSE,however,

isat25%.Awareness21%

ofGerman

energy

drinkconsumers

say

theylikePOWERHORSE,

compared

toanindustryaveragebrandpopularityof

27%.17%

ofindustryconsumers

inGermany

saytheyconsume

POWER

HORSE,with

the

averageconsumption

ofabrandat25%.BuzzPopularity63%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of70%.POWERHORSE

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of13%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=315,

respondents

who

know

the

individual

brand

(popularity),

n=315,

respondentswho

know

the

individual

brand

(consumption),

n=54,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=315,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024POWER

HORSE

ranks

eighth

in

awareness

within

the

energy

drink

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPOWER

HORSERank#

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.1RedBull93%84%72%66%63%44%30%25%20%19%2Monster25%3RockstarEnergy

Drinkeffect45BoosterUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.628BLACK7G?nrgy75%8POWER

HORSERelentless

ENERGY

DRINKMaximalGOutofallrespondents,

25%

were

aware

of

POWERHORSE.

Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

POWER

HORSE

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPOWER

HORSERank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1RedBull54%38%32%30%30%30%25%22%21%21%21%2Monster3Booster4G?nrgyOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

POWERHORSE.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.5effect6RockstarEnergy

DrinkMaximalG28BLACKNOCCO7879%9PopularityN/A10C4ENERGY14

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=315,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024POWER

HORSE

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPOWER

HORSERank#

BrandUsage

%52%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

energy

drinks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1RedBull17%2Monster34%3G?nrgy33%Outofconsumers

who

knew

thebrand,

17%

saidtheyconsumed

POWERHORSE.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4Booster29%5RockstarEnergy

Drinkeffect28%628%7MaximalGC4ENERGY28BLACKBang26%823%83%921%UsageN/A1020%15

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=315,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

POWER

HORSE

is

eighth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPOWER

HORSE’s

consumersRank#

BrandLoyalty

%90%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.1RedBull2Monster84%3RockstarEnergy

DrinkBooster82%37%475%528BLACK75%6effect74%63%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

energy

drinks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Relentless

ENERGY

DRINKPOWER

HORSEBang74%863%963%Outofrespondents

whohaveconsumed

POWERHORSE,63%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Reign62%16

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=54,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024POWER

HORSE

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPOWER

HORSERank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1RedBullG?nrgy13%236%3MonsterBang24%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutPOWER

HORSE

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.419%5C4ENERGYNOCCO28BLACKeffect18%618%717%816%87%9BoosterMaximalG16%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=315,

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

andunlocknewgrowtho