innocent brand profile in Germany 2023

How high is the brand awareness of innocent in Germany?
When it comes to milk alternative drinkers, brand awareness of innocent is at 58 percent in Germany. 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 innocent in Germany?
In total, 21 percent of German milk alternative drinkers say they like innocent. However, in actuality, among the 58 percent of German respondents who know innocent, 36 percent of people like the brand.

What is the usage share of innocent in Germany?
All in all, 19 percent of oat milk drinkers in Germany use innocent. That means, of the 58 percent who know the brand, 33 percent use them.

How loyal are the drinkers of innocent?
Around 15 percent of oat milk drinkers in Germany say they are likely to use innocent again. Set in relation to the 19 percent usage share of the brand, this means that 79 percent of their drinkers show loyalty to the brand.

What's the buzz around innocent in Germany?
In July 2023, about 14 percent of German oat milk drinkers had heard about innocent in the media, on social media, or in advertising over the past three months. Of the 58 percent who know the brand, that's 24 percent, meaning at the time of the survey there's little buzz around innocent in Germany.

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