|02 July, 2019

Beverages industry improves brand intimacy slightly, shifts from #12 to #11 ranking: study

Caffeinated beverages occupy the top three positions, with Nescafe the new #1

DUBAI: The beverages industry enjoyed a slight lift in measuring its overall emotional connection with consumers this year, rising one rank to #11 out of 15 industries showcased in the 2019 Brand Intimacy Report. Nescafe in particular had a strong year, ranking #1 for the industry and dominating all demographics. The brand even surged into the Top 10 of the overall study (across all industries) for the second time in three years. Its success is followed by Lipton at #2, and Red Bull at #3. Pepsi, Barakat, Coca-Cola, Lacnor, Mai Dubai, Masafi and Oasis round out the Top 10, in that order.

The beverage industry scored high on immediate emotional connections, with 45% of consumers surveyed indicating that they felt an immediate emotional connection with brands in the industry. Caffeinated beverages were the clear winner, with the top three brands (Nescafe, Lipton and Red Bull) being strongly associated with daily rituals. Mixed families of soft drinks and juices clearly occupy the middle, and all water brands are at the bottom of the list.

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top Intimate Brands outperform top brands in the S&P and Fortune 500 indices for revenue and profit. Consumers are also more willing to pay price premiums for Intimate Brands and less willing to live without them, according to the 2019 Brand Intimacy Report. MBLM leverages the yearly study to help client brands create, sustain and measure ultimate brand relationships.

“This year’s industry rankings have clear top performers with brands like Nescafe,” said William Shintani, managing partner of MBLM. “We’ve seen how powerful people’s rituals are, and it is clear by the results that Nescafé dominates. However, the fact that this industry is still so low in the Brand Intimacy rankings indicates there are significant opportunities for brands in the industry to better build emotional connections that specifically target the UAE market.”

Other notable findings for the beverages industry include:

• 13% of users in the study can’t live without brands from the beverages industry.

• 78% of users aged 18-34 feel an immediate emotional connection with Coca-Cola.

• Nescafe ranked #1 within males, females and high-income users.

• Nescafe has built strong bonds with female users, ranking #3 with the demographic in the overall study.

• Red Bull, last year’s #1, dropped to #3.

© Press Release 2019

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