MorningStar Farms brand profile U.S. 2023

How high is the brand awareness of MorningStar Farms in the United States?
When it comes to meat substitutes users, brand awareness of MorningStar Farms is at 71 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is MorningStar Farms in the United States?
In total, 36 percent of U.S. meat substitutes users say they like MorningStar Farms. However, in actuality, among the 71 percent of U.S. respondents who know MorningStar Farms, 50 percent of people like the brand.

What is the usage share of MorningStar Farms in the United States?
All in all, 32 percent of meat substitutes users in the United States use MorningStar Farms. That means, of the 71 percent who know the brand, 45 percent use them.

How loyal are the customers of MorningStar Farms?
Around 26 percent of meat substitutes users in the United States say they are likely to use MorningStar Farms again. Set in relation to the 32 percent usage share of the brand, this means that 81 percent of their customers show loyalty to the brand.

What's the buzz around MorningStar Farms in the United States?
In July 2023, about 22 percent of U.S. meat substitutes users had heard about MorningStar Farms in the media, on social media, or in advertising over the past four weeks. Of the 71 percent who know the brand, that's 31 percent, meaning at the time of the survey there's some buzz around MorningStar Farms in the United States.

Generation Z is scoring low in the Brand KPI rankings for MorningStar Farms in the U.S.

Comparing brand KPIs for the brand in the U.S. by generations shows that Gen Z reaches the lowest Brand KPI scores for MorningStar Farms. Looking at the most important aspects of life for the brands consumers and non-consumers reveals that consumers of MorningStar Farms value tradition lower than non-consumers and the general population in the U.S.

MorningStar Farms brand awareness, usage, popularity, loyalty, and buzz among meat substitutes users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

690 respondents

Age group

18 to 64 years

Special properties

respondents who use meat substitutes

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to meat substitutes, which of the following brands do you like?"
Brand usage: "When it comes to meat substitutes, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to meat substitutes, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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