AXE brand profile in the United States 2022
When it comes to deodorant users, brand awareness of AXE is at 85% in the United States. 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 AXE in the United States?
In total, 26% of U.S. deodorant users say they like AXE. However, in actuality, among the 85% of U.S. respondents who know AXE, 31% of people like the brand.
What is the usage share of AXE in the United States?
All in all, 21% of deodorant users in the United States use AXE. That means, of the 85% who know the brand, 25% use them.
How loyal are the users of AXE?
Around 17% of deodorant users in the United States say they are likely to use AXE again. Set in relation to the 21% usage share of the brand, this means that 81% of their users show loyalty to the brand.
What's the buzz around AXE in the United States?
In September 2022, about 30% of U.S. deodorant users had heard about AXE in the media, on social media, or in advertising over the past three months. Of the 85% who know the brand, that's 35%, meaning at the time of the survey there's some buzz around AXE in the United States.
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