CONSUMER&

BRANDBrandKPIs

for

energy

drinks:

Monsterin

IndiaConsumer

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

Monster’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,

asofDecember202475%

of

Monster

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Monster’s

brandingresonates

more

withGen

Z?Monster

generally

appealsto

men

more

thanwomen?Monster

ranksfourthinawareness

withintheenergydrinkmarket?Thepopularity

ratingof

Monster

is

52%?Monster

ranksfifth

inconsumption?Among

Monster

enthusiasts,37%

fallunderthehigh-income

category?Consumers

want

theirenergy

drinkbrandstohavecoolness,

honesty

/trustworthiness,

and

authenticity?Interms

of

loyalty,Monster

issixthinIndia?Monster

hasascore

of

45%

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

for

Monster

at

76%Brand

profile:

snapshotBrand

performance

of

MonsterinIndia76%75%52%46%45%AwarenessPopularityUsageLoyaltyBuzz5Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,303,

all

respondents

(awareness),

n=993,

respondents

who

know

the

individual

brand

(popularity),

n=993,

respondentswho

know

the

individual

brand

(consumption),

n=461,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=993,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Monster’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMonster

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMonster

islikedby0%

of

Babyboomers

and

11%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

16%,

respectively.39%38%ForMillennials

andGen

Z,

38%

and

51%

feel

positivelytowards

Monster,

versus

39%

and

45%.

Socurrently,forMonster,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.16%11%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=518,

Monster

enthusiast,

n=1,199,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Monster

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Monster

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%16%77%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Monster

hasa

similarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.35%65%40%60%65%

ofmen

likeMonster

compared

to35%

ofwomen,

whereas

fortheoverallindustry,60%

of

men

consume

energydrinkscompared

to40%

of

women.81%16%

ofMonster

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to16%

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=518,

Monsterenthusiast,

n=1,199,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Monster

enthusiasts,

37%

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.3%3%Single32%33%37%6%6%CoupleSingleparentNuclear37%

ofMonster

enthusiastsarefromhigh-income

households.Monster’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

28%

ofMonster

enthusiastshavethiscurrentlivingsituation.3%4%23%23%33%Multi-generational28%26%35%36%36%30%ExtendedOther2%2%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=518,

Monster

enthusiast,

n=1,199,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

energy

drink

brands

to

have

coolness,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

energydrink

brandsForenergy

drinks,thetopthree

qualitiesconsumers

want

fromabrandarecoolness,

honesty

/trustworthiness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Monster

consumers

alsoappreciatethese

key

attributes,indicatingMonsterexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMonster

enthusiastsareleast

focused

on

areinclusivenessandcleverness.ReliabilityExclusivityMonster

shouldwork

onpromotingfriendliness

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=461,

Monster

consumers’,n=518,Monster

enthusiast,

n=1,199,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Monster

fans,

49%

state

that

they

get

excited

about

energy

drinkproductsBrand

profile:

attitudesWhat

doconsumersthink

ofenergydrinks

ingeneral?50%49%47%45%43%41%40%39%39%35%29%25%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=518,

Monster

enthusiast,

n=1,199,

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.1175%

of

Monster

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

energy

drinks,theaverageawareness

ofabrandinIndiais56%.

Awareness

ofMonster,

however,

is

at76%.Awareness52%

ofIndianenergy

drinkconsumers

say

theylikeMonster,

compared

toanindustryaverage

brandpopularity

of40%.46%

ofindustryconsumers

inIndiasaythey

consumeMonster,

with

the

average

consumption

of

abrand

at36%.BuzzPopularity75%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.Monster

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of45%compared

to

36%.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=1,303,

all

respondents

(awareness),

n=993,

respondents

who

know

the

individual

brand

(popularity),

n=993,

respondentswho

know

the

individual

brand

(consumption),

n=461,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=993,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Monster

ranks

fourth

in

awareness

within

the

energy

drink

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMonsterRank#

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.1RedBull91%88%83%76%73%53%50%48%45%43%24%2Glucon-DSting34Monster5Mountain

Dew

EnergyBeast

EnergyGatoradeCloud9Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6776%8Outofallrespondents,

76%

were

aware

of

Monster.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.9TzingaAwarenessN/A10HypeEnergy13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,303,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Monster

is

52%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMonsterRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Glucon-D73%72%56%52%52%38%37%34%32%30%2RedBull3Sting4Monster48%Outofconsumers

who

knew

thebrand,

52%

saidtheyliked

Monster.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.5Mountain

Dew

EnergyGatorade52%67Beast

EnergyCloud989HypeEnergyRockstarEnergy

DrinkPopularityN/A1014

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=993,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Monster

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMonsterRank#

BrandUsage

%69%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Glucon-Dconsumed,

we

asked

each

respondent:

“Whenitcomes

to

energy

drinks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.2RedBull64%3Sting56%Outofconsumers

who

knew

thebrand,

46%

saidtheyconsumed

Monster.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.4Mountain

Dew

EnergyMonster49%46%546%54%6Gatorade36%7Beast

EnergyCloud930%827%9Hellrock26%UsageN/A10RockstarEnergy

Drink26%15

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=993,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Monster

is

sixth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMonster’s

consumersRank#

BrandLoyalty

%89%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.1RedBull2Glucon-D83%25%3AMIN.OEnergyMountain

Dew

EnergySting78%478%577%6Monster75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

energy

drinks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7RockstarEnergy

DrinkGatorade74%75%873%9Beast

EnergyHellrock71%Outofrespondents

whohaveconsumed

Monster,75%

saidthey

would

consume

the

brandagain.LoyaltyN/A1070%16

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=461,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Monster

has

a

score

of

45%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMonsterRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1RedBull2Glucon-D64%3Sting55%Outofconsumers

who

knew

thebrand,

45%

saidtheyhadheardaboutMonster

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4Mountain

Dew

EnergyMonster50%45%545%55%6GatoradeAMIN.OEnergyBeast

EnergyCloud934%731%830%929%BuzzN/A10Burn29%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=993,

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

andunlocknewgrowthopportunities.?

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