Alpro brand profile UK 2023

How high is the brand awareness of Alpro in the UK?
When it comes to milk alternative drinkers, brand awareness of Alpro is at 90 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 Alpro in the UK?
In total, 57 percent of UK milk alternative drinkers say they like Alpro. However, in actuality, among the 90 percent of UK respondents who know Alpro, 63 percent of people like the brand.

What is the usage share of Alpro in the UK?
All in all, 55 percent of milk alternative drinkers in the UK use Alpro. That means, of the 90 percent who know the brand, 61 percent use them.

How loyal are the drinkers of Alpro?
Around 46 percent of milk alternative drinkers in the UK say they are likely to use Alpro again. Set in relation to the 55 percent usage share of the brand, this means that 84 percent of their drinkers show loyalty to the brand.

What's the buzz around Alpro in the UK?
In August 2023, about 34 percent of UK milk alternative drinkers had heard about Alpro in the media, on social media, or in advertising over the past three months. Of the 90 percent who know the brand, that's 38 percent, meaning at the time of the survey there's some buzz around Alpro in the UK.

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Alpro 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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