May 29th, 2023, Lesley Simeon
Electrolyte drink brand Liquid I.V. is ‘shifting its brand messaging’ to reach two demographics - Gen Z and Millennials. In addition to expanding its ad budget, the brand is also repositioning itself, slightly from its previous pitch as a ‘high performance sports beverage’ to one that offers hydration.
As Liquid I.V. gears up to target Gen Z and Millennial consumers, we look at YouGov data to see how big these generations are on consuming energy drinks.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 26% of Millennials and 22% of Gen Z say they consume energy drinks at least once a week. By comparison, 15% of the general US population consumes energy drinks at least once a week.
Similarly, Liquid I.V. consumers are more likely than energy drink consumers to say they like trying new drinks (70% vs. 65%). The general population (50%) is least likely among the three groups to say the same.
At 66%, Liquid I.V. customers say they do “most of [their] drinking at home”, while 47% of the brand’s customers say they “enjoy going to bars to drink.” Similarly, energy drink consumers prefer drinking at home (64%) to grabbing a drink at a bar (54%).
While Liquid I.V. is now focusing on ‘hydration’, its products have been associated with helping people cure or avoid hangovers. We look at Profiles data to see people’s attitudes towards alcohol consumption.
Profiles data shows that 78% of Liquid I.V. customers in the US agree with the statement that they “don’t need to drink to have fun.” Similarly, 80% of energy drink consumers and 82% of the general US population agree with the statement as well.
Similarly, Liquid I.V. consumers are more likely than energy drink consumers to say they like trying new drinks (70% vs. 65%). The general population (50%) is least likely among the three groups to say the same.
At 66%, Liquid I.V. customers say they do “most of [their] drinking at home”, while 47% of the brand’s customers say they “enjoy going to bars to drink.” Similarly, energy drink consumers prefer drinking at home (64%) to grabbing a drink at a bar (54%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.