Energy Drink Brand Perceptions
Delivered March 15, 2020. Contributor: Neema N.
To understand how consumers view different brands of energy drinks; develop attribute lists.
In general, it appears that energy drinks have had mixed perceptions as a result of negative publicity at times due to health risks from the high-levels of caffeine. There was a
decline in the market through a low point in 2012
, but it appears that this has to some extent
turned around since
, with a focus on
and educating the public on healthy consumption.
Here are some top brands currently on the market and some brand perceptions about them.
Among the lowest in terms of brand loyalty.
This may be a result of negative publicity they have received as a result of a number of deaths that may have been correlated with the high levels of caffeine.
Red Bull — As the brand that introduced the idea of energy drinks to the market, they are arguably the
"King of Energy Drinks"
. Although some other brands may have higher sales, Red Bull is synonymous with the category.
Rockstar — It appears that they are in the
middle of the pack in terms of loyalty and frequency
, but it was just recently announced that they will be
acquired by Pepsi
and it's likely that the brand will be boosted and perceptions will go up.
5-Hour Energy —
The 2nd most popular brand in terms of brand loyalty.
"When it comes to brand loyalty, NOS customers are the most likely to say they tend to stick to brands they like"
VPX Bang — They are one of the fastest growing brands in the category.
"Bang features fun, unique flavors and caffeine levels outside the norm of most energy drinks. Bang’s rapid growth is due to the brand’s appeal among high-frequency energy drink consumers." “High-frequency drinkers enjoy flavor variety and are most interested in highly caffeinated energy drinks,”
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