United States [change]

2012 Youth EquiTrend®
Food & Beverage Category Rankings

 

Youth EquiTrend® benchmarks brand equity among 8-24 year olds in the U.S. In other words, Youth EquiTrend determines which brands spark the strongest recognition and loyalty in the crowded, competitive youth market.

These elite brands are industry leaders and influencers that understand and connect to the minds, hearts, and actions of young consumers.

The Youth EquiTrend® study results disclosed on this page may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Interactive. Products, brand names, and logos are trademarks or registered trademarks of their respective owners. Age ranges varies per category. To determine the age ranges surveyed for specific categories, see below.

 

Breakfast Cereals (among 8-24 year olds)
 
2012 Harris Poll Youth EquiTrend®
Breakfast Cereal Brand of the Year
1
Cheerios Cereal
73.95
2
Kellogg's Frosted Flakes
72.76
3
Cinnamon Toast Crunch Cereal
72.57
4
Kellogg's Rice Krispies
70.98
5
Lucky Charms
70.80
6
Kellogg's Froot Loops
69.44
7
Cap'n Crunch Cereal
67.79
8
Kellogg's Cocoa Krispies
66.82
9
Kellogg's Frosted Mini-Wheats
66.58
10
Kellogg's Apple Jacks
66.25
11
Post Cocoa Pebbles
66.18
 
Category Average
65.19

Other Breakfast Cereal Brands in Study ranked below category average (alphabetically):
Cookie Crisp Cereal, Kellogg's Corn Flakes, Kellogg's Corn Pops, Kellogg's Raisin Bran, Kix Cereal, Post Alpha-Bits, Post Fruity Pebbles, Post Honeycomb, Trix Cereal
 

Cookies (among 8-24 year olds)
 
2012 Harris Poll Youth EquiTrend®
Cookie Brand of the Year
1
Oreo Cookies
82.59
2
Chips Ahoy Cookies
78.00
3
Chewy Chips Ahoy Cookies
72.75
4
Chunky Chips Ahoy Cookies
71.51
5
Keebler Fudge Shoppe Fudge Stripes Cookies
69.87
6
Pepperidge Farm Milano Cookies
67.63
7
Pepperidge Farm Soft Baked Cookies
67.56
8
Nilla Wafers
67.43
9
Famous Amos Chocolate Chip Cookies
67.37
10
Nutter Butter Cookies
66.50
11
Keebler Chips Deluxe
66.28
 
Category Average
66.09

Other Cookie Brands in Study ranked below category average (alphabetically):
Archway Cookies, Keebler Vanilla Wafers, Keebler Vienna Fingers, Lofthouse Frosted Sugar Cookies, Mother's Cookies, Mrs. Fields Cookies, Nabisco Newtons, Voortman Cookies
 

Sweet Treats (among 8-24 year olds)
 
2012 Harris Poll Youth EquiTrend®
Sweet Treat Brand of the Year
1
Hershey's Milk Chocolate Candy Bars
80.56
2
Reese's Peanut Butter Cups Chocolate Candy
80.32
3
Hershey's Kisses Chocolate Candy
80.29
4
Kit Kat Chocolate Candy
78.90
5
Starburst Candy
78.56
6
M&M's Plain Chocolate Candy
77.54
7
Skittles Candy
76.46
8
Snickers Chocolate Candy
76.06
9
Twix Chocolate Candy
75.37
10
M&M's Peanut Chocolate Candy
74.89
11
Reese's Pieces Chocolate Candy
74.61
12
Sour Patch Candy
74.47
13
Nestlé Crunch Chocolate Candy
73.16
14
Jolly Rancher Candy
72.55
15
Dove Milk Chocolate Candy
72.15
16
Haribo Gold Bears Gummi Bears
71.21
 
Category Average
70.89

Other Sweet Treat Brands in Study ranked below category average (alphabetically):
3 Musketeers Chocolate Candy, Airheads Candy, Almond Joy Chocolate Candy, Baby Ruth Chocolate Candy, Butterfinger Chocolate Candy, Life Savers Candy, Milky Way Chocolate Candy, Red Vines Candy, Sour Punch Candy, Tootsie Roll Candy, Twizzlers Candy, Willy Wonka Nerds Candy, York Peppermint Patty Chocolate Candy
 

Fruit Flavored Drinks (among 8-18 year olds)
 
2012 Harris Poll Youth EquiTrend®
Fruit Flavored Drink Brand of the Year
1
Capri Sun
76.82
2
Kool-Aid
73.65
3
Category Average
71.50

Other Fruit Flavored Drink Brands in Study ranked below category average (alphabetically):
Hawaiian Punch, Hi-C, Juicy Juice, Snapple Beverages, Sunny Delight
 

Fruit Juices (among 8-24 year olds)
 
2012 Harris Poll Youth EquiTrend®
Fruit Juice Brand of the Year
1
Minute Maid Juices
72.21
2
Tropicana
70.29
3
Florida's Natural Refrigerated Orange Juice
69.96
4
Welch's Juices
68.57
 
Category Average
68.50

Other Fruit Juice Brands in Study ranked below category average (alphabetically):
Mott's Juices, Ocean Spray, Simply Juice
 

Sodas (among 13-24 year olds)
 
2012 Harris Poll Youth EquiTrend®
Soda Brand of the Year
1
Sprite
74.26
2
Coca-Cola
71.57
3
Pepsi-Cola
68.17
4
Dr Pepper
67.73
5
Mountain Dew
64.85
6
7-Up
64.44
7
Fanta
63.84
8
Sierra Mist
62.73
 
Category Average
58.86

Other Soda Brands in Study ranked below category average (alphabetically):
Coke Zero, Diet Coke, Diet Dr Pepper, Diet Mountain Dew, Diet Pepsi, Pepsi MAX, Sprite Zero
 

Contact

Got a question or want to learn more?

800.866.7655

info@harrisinteractive.com