Energy drink brands

Rockstar Energy Drink brand profile in the U.S.

A brand awareness of 80 percent among U.S. energy drink consumers indicates Rockstar knows marketing. Interestingly, the Pepsi-owned brand’s recognition is significantly higher in older generations than in younger, while Rockstar’s highest popularity score is with the Millenials energy drinks audience.

Brand KPI Profile

Rockstar shows solid brand KPIs, with buzz underwhelming a bit

Among energy drinks consumers in the U.S., Rockstar enjoys an impressive brand awareness of 80 percent. Popularity and consumption share naturally are a bit lower, with 21 percent and 19 percent of the energy drinks audience. The buzz KPI though looks a bit underwhelming: 13 percent of energy drink users had noticed Rockstar on social media, in the media or in advertising in the three months before our survey.

If you are interested in information about Rockstar Energy's parent company, you will want to take a look at the PepsiCo company profile by Statista Company Insights.

Generations

Generation X is the most Rockstar

While Rockstar Energy’s brand KPI scores among Millennials, Generation X, and Baby Boomers aren’t too far apart, four of them are the highest among Millennials. Among energy drink consumers from that generation, Rockstar is popular with 26 percent, and 24 percent drink it. With the youngest generation in our exclusive survey Rockstar still has some untapped potential, considering 26 percent of Gen Z energy drink consumers don’t recognize the brand at all.

Life Values

The importance of being an earnest Rockstar

To Rockstar energy drink consumers, a happy relationship is the most important aspect in life, followed by an honest and respectable life and being successful. Compared to non-customers of the brand, few aspects stand out. While learning new things is more important to Rockstar customers than to non-customers, it’s the other way round for advancing their cereer and traditions, but on a far smaller scale. Rock!

Published August 4, 2023

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