In today's fiercely competitive marketplace, brand tracking plays a pivotal role in understanding key brand metrics and maintaining a strategic advantage. This indispensable tool empowers marketers and brand managers to consistently gather quantitative data from consumers, offering vital insights that drive informed decision-making.
The Drinks Association commissions Thrive Insights to conduct a comprehensive Annual Brand Health Report. This report serves as a critical resource for businesses seeking to evaluate the overall impact of their marketing endeavors. Conducted via an online survey in May 2024, the report targets a nationally representative sample of 4,026 individuals aged 18 and above. Participants, who have purchased liquor in the past three months and consume within the category monthly, contribute to a robust dataset. The report compiles an extensive brand list within each category to offer an in-depth analysis.
The research used to determine the brand winners for the Australian Drinks Awards will be available for purchase, tailored across various categories.
The key brand health metrics used are:
- Awareness
- Trial
- Drink regularly
- Most often brand
- Favourite brand
There is also the ability to drill down for a greater understanding of subgroups, including:
- age
- gender
- state
- location.
Year-on-year data is also available by category, with discounts offered for multiple categories.
The Brand Health Report serves as an invaluable indicator of brand vitality, providing essential competitive intelligence on key players within the market. This is particularly pertinent in the competitive alcoholic beverage sector, where numerous products vie for consumer attention and retail prominence. With the marketplace saturated by dozens if not hundreds of competitors, distinguishing oneself becomes imperative.
By leveraging the comprehensive data furnished by tools such as Thrive Insights' Brand Health Report, marketers and brand managers can make informed strategic decisions. These decisions are instrumental in bolstering brand awareness, fostering consumer loyalty, and achieving overall market success.
The data from the Annual Brand Health Report will be available for purchase through the Drinks Association at discounted member rates starting July 19, 2024. For further details on categories and pricing please contact Kylie Le Lievre, Membership and Marketing Manager at the Drinks Association.
Brand Health Report Flyer 2024.pdf