CONSUMER&

BRANDBrandKPIs

for

energy

drinks:Mountain

Dew

Energy

in

the

UnitedStatesConsumer

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

Mountain

Dew

Energy’sperformance

inthe

energy

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,

asofDecember202479%

of

Mountain

Dew

Energy

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MountainDew

Energy’s

branding

resonates

more?MountainDew

Energy

rankssixthinawareness

withinwith

Gen

Xthe

energy

drinkmarket?MountainDew

Energy

generally

appealstomenmore

than

women?Thepopularity

ratingof

MountainDew

Energy

is27%?MountainDew

Energy

ranksfifth

inconsumption?Among

MountainDew

Energy

enthusiasts,38%

fallunderthe

high-income

category?Interms

of

loyalty,Mountain

Dew

Energy

isfifth

inthe

United

States?Consumers

want

theirenergy

drinkbrandstohavehighvalue,authenticity,and

boldness?MountainDew

Energy

hasascore

of20%

formediabuzz3Sources:

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

Mountain

Dew

Energy

at

79%Brand

profile:

snapshotBrand

performance

of

Mountain

DewEnergyintheUnited

States79%58%27%25%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=721,

respondents

who

know

the

individual

brand

(popularity),

n=721,

respondentswho

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=721,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mountain

Dew

Energy’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMountain

Dew

Energy

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatMountainDew

Energy

islikedby6%

of

Babyboomers

and

31%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is6%

and

27%,respectively.31%28%27%23%ForMillennials

andGen

Z,

40%

and

23%

feel

positivelytowards

Mountain

Dew

Energy,

versus

39%

and28%.Socurrently,

forMountainDew

Energy,Gen

Xconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.6%

6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=195,

Mountain

DewEnergyenthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Mountain

Dew

Energygenerally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mountain

Dew

Energyshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MountainDew

Energy

hasalower

proportion

of

LGBTQIA+42%58%45%55%57%

ofmen

likeMountain

Dew

Energycompared

to

42%

of

women,

whereasfortheoverall

industry,55%

of

menconsume

energy

drinkscompared

to45%

ofwomen.89%consumers

when

compared

totheindustryusers

ingeneral.9%

of

MountainDew

Energy

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%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=195,

MountainDewEnergy

enthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mountain

Dew

Energy

enthusiasts,

38%

fall

under

the

high-incomecategoryBrand

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%38%15%18%CoupleSingleparentNuclear38%

ofMountain

Dew

Energyenthusiastsare

from

high-incomehouseholds.Mountain

Dew

Energy’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,24%

ofMountain

Dew

Energyenthusiastshavethiscurrent

livingsituation.9%10%24%32%19%Multi-generational6%5%20%18%30%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=195,

Mountain

DewEnergyenthusiast,

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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessMountain

Dew

Energy

consumers

alsoappreciate

these

key

attributes,indicating

Mountain

Dew

Energy

exudesthese

qualities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatMountainDew

Energyenthusiastsare

least

focused

on

areinclusiveness

and

cleverness.ReliabilityExclusivityMountain

Dew

Energy

should

work

onpromoting

highvalueto

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=180,

Mountain

DewEnergyconsumers’,n=195,

Mountain

DewEnergyenthusiast,

n=927,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mountain

Dew

Energy

fans,

38%

state

that

they

get

excited

about

energydrink

productsBrand

profile:

attitudesWhat

doconsumersthink

ofenergydrinks

ingeneral?44%38%35%34%30%29%27%26%23%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=195,

Mountain

DewEnergyenthusiast,

n=927,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.1179%

of

Mountain

Dew

Energy

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

energy

drinks,theaverageawareness

ofabrandinthe

United

Statesis49%.Awareness

ofMountain

Dew

Energy,

however,

isat57%.Awareness27%

ofU.S.

energy

drinkconsumers

saythey

likeMountain

Dew

Energy,

compared

toanindustryaverage

brand

popularity

of24%.BuzzPopularity25%

ofindustryconsumers

intheUnited

Statessaythey

consume

Mountain

Dew

Energy,with

theaverageconsumption

ofabrandat23%.79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.Mountain

Dew

Energy

hasbeen

noticed

similarly

inthe

media

compared

toother

brands,with

a“Buzz”score

of20%

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=721,

respondents

who

know

the

individual

brand

(popularity),

n=721,

respondentswho

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=721,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mountain

Dew

Energyranks

sixth

in

awareness

within

the

energy

drink

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMountain

DewEnergyRank#

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%2Gatorade3Monster42%4RockstarEnergy

Drink5-hour

ENERGYMountain

Dew

EnergyNOS5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%678BangOutofallrespondents,

57%

were

aware

of

MountainDew

Energy.

Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.9PRIMEAwarenessN/A10FullThrottle13

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

Mountain

Dew

Energy

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMountain

Dew

EnergyRank#

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%2Monster27%3RedBull4AlaniNuOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

Mountain

Dew

Energy.

This

ranksthemsixthcompared

to

other

brandssurveyed

inthismarket.5C4ENERGYMountain

Dew

EnergyBurn6773%8Bang9PRIMEPopularityN/A10Carabao

ENERGYDRINK14

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=721,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mountain

Dew

Energyranks

fifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMountain

DewEnergyRank#

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%25%3Monster33%Outofconsumers

who

knew

thebrand,

25%

saidtheyconsumed

Mountain

Dew

Energy.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4Carabao

ENERGYDRINKMountain

Dew

EnergyBurn27%525%625%7AlaniNu24%75%8Bang24%9C4ENERGYPRIME23%UsageN/A1023%15

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=721,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Mountain

Dew

Energy

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMountain

DewEnergy’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.1Gatorade21%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%79%9NOS75%Outofrespondents

whohaveconsumed

MountainDew

Energy,79%

saidthey

would

consume

thebrandagain.LoyaltyN/A10PRIME73%16

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mountain

Dew

Energyhas

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMountain

DewEnergyRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1RedBull20%2Gatorade37%35-hour

ENERGYMonster29%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutMountain

Dew

Energy

inthe

media.Thisranksthemninth

compared

toother

brandssurveyed

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

ENERGYDRINKAlaniNu24%824%80%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=721,

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

consumerinsigh