Ice cream brands

Ben & Jerry's brand profile in the U.S.

Ben & Jerry's remains a well-recognized and popular ice cream brand in the U.S., with room for growth in consumption. Its high recognition extends to all generations, particularly Generation X and Baby Boomers. However, Millennials and Generation X lead in consumption and brand loyalty, with the brand creating more buzz among Millennials and Gen Z. Among Ben & Jerry's consumers, success and happy relationships are prioritized, while non-consumers value honesty and respectability, with both groups valuing safety and security.

Brand KPI profile

A delicious favorite

With a high awareness level, Ben & Jerry's is a well-known ice cream brand among U.S. consumers. Its popularity indicates that a significant portion of those who know the brand, also have a positive perception of it. However, consumption lags somewhat behind popularity, suggesting room for growth.

Generations

Appealing to tastes across all generations

Ben & Jerry's ice cream brand enjoys high recognition across all generations in the U.S., with nearly universal awareness among Generation X and Baby Boomers. Its popularity is relatively consistent, with Gen X leading slightly. In consumption share, Millennials and Generation X score highest, with Baby Boomers lagging behind. In terms of brand loyalty, Millennials show the highest loyalty towards the brand, while Baby Boomers are less loyal. Finally, the brand generates the most buzz among Millennials and Gen Z, with significantly less among the older generations.

Life values

Ben & Jerry's consumers prioritize success and happy relationships

A higher percentage of Ben & Jerry's consumers prioritize being successful and having a happy relationship. However, a larger proportion of non-consumers emphasize living an honest and respectable life more. At the same time, safety and security are important for both consumer groups.

Published April 3, 2024

Brand KPI deep dive