Puma brand profile UK 2023

How high is the brand awareness of Puma in the UK?
When it comes to sportswear users, brand awareness of Puma is at 95 percent in the UK. 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 Puma in the UK?
In total, 31 percent of UK sportswear users say they like Puma. However, in actuality, among the 95 percent of UK respondents who know Puma, 33 percent of people like the brand.

What is the usage share of Puma in the UK?
All in all, 27 percent of sportswear users in the UK use Puma. That means, of the 95 percent who know the brand, 28 percent use them.

How loyal are the owners of Puma?
Around 18 percent of sportswear users in the UK say they are likely to use Puma again. Set in relation to the 27 percent usage share of the brand, this means that 67 percent of their owners show loyalty to the brand.

What's the buzz around Puma in the UK?
In November 2023, about 12 percent of UK sportswear users had heard about Puma in the media, on social media, or in advertising over the past three months. Of the 95 percent who know the brand, that's 13 percent, meaning at the time of the survey there's little buzz around Puma in the UK.

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Puma brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in the UK in 2023

Characteristic	Share of respondents
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Number of respondents

1,091 respondents

Age group

18-64 years

Special properties

respondents who own sportswear

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 sportswear, which of the following brands do you like?
Brand usage: When it comes to sportswear, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to sportswear, which of the following brands are you likely to purchase 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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