The beverages industry has an average Brand Intimacy Quotient of 32.2, below the cross-industry average of 38.1. Coca Cola remains in the #1 position in the industry and Jack Daniel's takes second place, improving its standing. Consumer preference for Tropicana and Budweiser has decreased.
The beverages industry ranks seventh this year. The industry increased its average Quotient Score by 9.5 percent. Beverages perform better with men than women and with consumers over 35 years old versus those under 35 years old.
During coronavirus, the beverages industry has performed better than the cross-industry average for indulgence. Compared with our last study, beverage brands improved their performance in fulfillment, ritual, indulgence, and identity and declined in enhancement and nostalgia. The category also improved across all stages of intimacy, with the biggest increase in sharing, up 25 percent from our previous study, although beverages are still below the cross-industry average across all three stages.
Indulgence remains the dominant industry archetype, unchanged since our last study. The industry has improved its percentage of users in some form of intimacy, now at 25 percent up from 22 percent last year. Coca Cola is the top brand for both men and women. Jack Daniel’s is the top brand for millennials.
Comparing the top two beverages brands, Coca Cola and Jack Daniel’s, we see Coca Cola exhibiting stronger archetype associations in all archetypes except identity and enhancement. In terms of stages, the brands are very close in sharing and bonding. What’s notable is Coca Cola has more than double the fusing score of Jack Daniel’s. Additionally, 20 percent of Coca Cola users feel they can’t live without the brand, compared with 13 percent of Jack Daniel’s users.