innocent brand profile UK 2023

How high is the brand awareness of innocent in the UK?
When it comes to milk alternative drinkers, brand awareness of innocent is at 84 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 innocent in the UK?
In total, 37 percent of UK milk alternative drinkers say they like innocent. However, in actuality, among the 84 percent of UK respondents who know innocent, 44 percent of people like the brand.

What is the usage share of innocent in the UK?
All in all, 34 percent of milk alternative drinkers in the UK use innocent. That means, of the 84 percent who know the brand, 40 percent use them.

How loyal are the drinkers of innocent?
Around 28 percent of milk alternative drinkers in the UK say they are likely to use innocent again. Set in relation to the 34 percent usage share of the brand, this means that 82 percent of their drinkers show loyalty to the brand.

What's the buzz around innocent in the UK?
In August 2023, about 24 percent of UK milk alternative drinkers had heard about innocent in the media, on social media, or in advertising over the past three months. Of the 84 percent who know the brand, that's 29 percent, meaning at the time of the survey there's some buzz around innocent in the UK.

If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

innocent brand awareness, usage, popularity, loyalty, and buzz among milk alternative drinkers in the UK in 2023

Characteristic	Share of respondents
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Number of respondents

798 respondents

Age group

18-64 years

Special properties

respondents who drink milk alternatives

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 oat milk, which of the following brands do you like?
Brand usage: When it comes to oat milk, which of the following brands have you consumed in the past 12 months?
Brand loyalty: When it comes to oat milk, 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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