CONSUMER&

BRANDBrandKPIs

for

energy

drinks:

LifeStrong

in

BrazilConsumer

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

LifeStrong’sperformance

inthe

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,

asofDecember202475%

of

Life

Strong

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??LifeStrong’sbrandingresonates

more

with?LifeStrongranksoutsidetheTop10

inawarenessMillennialswithin

the

energy

drink

market?LifeStronggenerally

appealsto

women

more

than?Thepopularity

ratingof

LifeStrong

is

15%men?LifeStrongranksoutsidetheTop10

inconsumption?Among

LifeStrong

enthusiasts,34%

fallunder

thehigh-income

category?Interms

of

loyalty,LifeStrong

isoutside

the

Top

10

inBrazil?Consumers

want

theirenergy

drinkbrandstohavereliability,

authenticity,and

honesty

/trustworthiness?LifeStronghasascore

of

8%

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

Life

Strong

at

75%Brand

profile:

snapshotBrand

performance

of

LifeStrong

inBrazil75%21%15%12%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Energydrinks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=261,

respondents

who

know

the

individual

brand

(popularity),

n=261,

respondentswho

know

the

individual

brand

(consumption),

n=32,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=261,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Life

Strong’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations58%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLifeStrong

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatLifeStrong

islikedby0%

of

Babyboomers

and

16%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

25%,

respectively.43%28%26%25%ForMillennials

andGen

Z,

58%

and

26%

feel

positivelytowards

LifeStrong,versus

43%

and

28%.

Socurrently,forLifeStrong,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.16%3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoenergy

drinks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=38,

Life

Strong

enthusiast,

n=1,032,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Life

Strong

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

LifeStrong

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

LifeStrong

has

ahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%55%55%

ofwomen

likeLifeStrong

comparedto45%

of

men,whereas

fortheoverallindustry,51%

of

men

consume

energydrinkscompared

to49%

of

women.84%88%11%

ofLifeStrong

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.45%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=38,

Life

Strongenthusiast,

n=1,032,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Life

Strong

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.5%9%Single34%34%33%33%16%15%CoupleSingleparentNuclear34%

ofLifeStrong

enthusiastsarefromhigh-income

households.LifeStrong’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

47%

of

LifeStrongenthusiastshavethiscurrent

livingsituation.13%9%47%37%35%Multi-generational8%9%8%29%ExtendedOther22%3%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=38,

Life

Strongenthusiast,

n=1,032,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

energy

drink

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

energydrink

brandsForenergy

drinks,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%LifeStrong

consumers

alsoappreciatethese

key

attributes,indicatingLifeStrong

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLifeStrong

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityLifeStrong

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=32,

Life

Strong

consumers’,n=38,

Life

Strongenthusiast,

n=1,032,

energydrink

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Life

Strongfans,

58%

state

that

they

get

excited

about

energy

drinkproductsBrand

profile:

attitudesWhat

doconsumersthink

ofenergydrinks

ingeneral?58%55%50%45%39%39%34%32%29%25%23%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=38,

Life

Strongenthusiast,

n=1,032,

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

Life

Strong

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

energy

drinks,theaverageawareness

ofabrandinBrazil

is45%.

Awareness

ofLifeStrong,however,

is

at21%.Awareness15%

ofBrazilian

energy

drinkconsumers

saytheylikeLifeStrong,compared

toanindustryaverage

brandpopularity

of28%.12%

ofindustryconsumers

inBrazil

saythey

consumeLifeStrong,with

the

average

consumption

of

abrandat25%.BuzzPopularity75%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.LifeStrong

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of8%compared

to

20%.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=261,

respondents

who

know

the

individual

brand

(popularity),

n=261,

respondentswho

know

the

individual

brand

(consumption),

n=32,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=261,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Life

Strong

ranks

outside

the

Top

10

in

awareness

within

the

energy

drinkmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLife

StrongRank#

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.1RedBullMonsterTNT96%91%85%73%58%43%39%38%34%32%21%234FusionBurn5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Baly7Night

PowerNOS8Outofallrespondents,

21%

were

aware

of

LifeStrong.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.79%9Flying

HorseNitrixAwarenessN/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

Life

Strong

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLife

StrongRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1RedBullMonsterTNT74%64%50%37%32%25%22%19%18%18%15%234BalyOutofconsumers

who

knew

thebrand,

15%

saidtheyliked

LifeStrong.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5Fusion6Flash

PowerNight

PowerDopaminaBurn7885%9PopularityN/A10Green

UP14

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=261,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Life

Strong

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLifeStrongRank#

BrandUsage

%67%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

energy

drinks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1RedBullMonsterTNT12%258%343%Outofconsumers

who

knew

thebrand,

12%

saidtheyconsumed

LifeStrong.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4Baly38%5Fusion28%6Flash

PowerNight

PowerBurn23%718%818%88%9Green

UPFlying

Horse18%UsageN/A1016%15

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=261,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Life

Strong

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLifeStrong’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.1RedBullMonsterLifeBoosterGreen

UPDopaminaBaly287%25%383%481%581%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

energy

drinks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7TNT78%75%8Flying

HorseNight

PowerMagneto77%976%Outofrespondents

whohaveconsumed

LifeStrong,75%

saidthey

would

consume

the

brandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

energydrinks,

which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;Multi

Pick;Base:n=32,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Life

Strong

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLifeStrongRank#

BrandBuzz%75%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1RedBullMonsterTNT246%334%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutLifeStrong

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Baly20%5Fusion18%6DopaminaNight

PowerFlash

PowerNitrix16%715%815%92%Buzz912%N/A10LifeBooster12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=261,

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

andunlocknewgrowth