Harris Poll Names Beverage Brands of the Year

When it comes to brand value, consumers flock to a handful of beverage brands including Green Mountain, Coke, Gatorade, Lipton, SoBe, vitaminwater, and Poland Spring, according to the results of a new Harris Interactive poll and study.

The annual Harris Poll EquiTrend study measures and compares the health of more than 1,500 brands by analyzing the responses of over 38,500 consumers on questions including how well they recognize a brand, positive or negative impressions of a brand, and consideration to do business with a brand.

“One of the great strengths of the Harris Poll EquiTrend study is that it is a measure of brand value rather than just brand recognition,” says Robert Fronk, Executive Vice President at Harris Interactive. “One implication from this study is that good corporate citizens that also produce high-quality products are very likely to generate exceptional levels of brand equity.”

Here is Harris Interactive’s press release announcing the results of the poll and study in full:

NEW YORK, April 24, 2012 /PRNewswire/ — There is a drink for every occasion—whether resting at home, working out at the gym, or enjoying a night on the town. The 2012 Harris Poll EquiTrend (EQ) study takes stock of America’s thirst quenchers to find out which beverage brands bubble to the top. EQ is a study of brand health that is conducted yearly by Harris Interactive.

Green Mountain Peaks over Better Known Competitors

Green Mountain Coffee is the Coffee Brand of the Year in the 2012 Harris Poll EquiTrend study. In a category with thirteen well-known coffee brands such as Folger’s, Dunkin’ Donuts, Eight O’clock, Seattle’s Best, and Starbucks, Green Mountain leads in overall equity.

Although Green Mountain is less well known among consumers than brands like Folger’s, Maxwell House, and Starbucks, it earns the highest quality and purchase consideration ratings within the category.

“One of the great strengths of the Harris Poll EquiTrend study is that it is a measure of brand value rather than just brand recognition,” says Robert Fronk, Executive Vice President at Harris Interactive. “Green Mountain Coffee is by no means the best known coffee brand, but it is clear that those who do know it, love it. Green Mountain’s high standing may also be a reflection of the efficacy in ‘doing well by doing good’. It has attained a reputation as an exceptional corporate citizen. One implication from this study is that good corporate citizens that also produce high-quality products are very likely to generate exceptional levels of brand equity.”

Harris Poll EquiTrend® Coffee Brand of the Year
1 Green Mountain Coffee 65.05
2 Folger’s Ground Coffee 63.88
3 Dunkin’ Donuts Ground Coffee 62.98
4 Millstone Ground Coffee 60.22
5 Eight O’clock Ground Coffee 59.66
6 Maxwell House Ground Coffee 59.62
7 Caribou Ground Coffee 59.25
Category Average 58.84

Coke is Still the Highest Ranked Soft Drink

When it comes to carbonated beverages, the Coca-Cola megabrand sweeps the regular and diet soft drink categories. Coca-Cola and Diet Coke are the Soft Drink and Diet Soft Drink Brands of the Year, followed by Pepsi-Cola, Sprite, 7-Up, and Dr Pepper, which all rank above category average in the regular soft drink group. Sprite Zero, Diet Dr Pepper, and Coke Zero are the next highest ranked diet soft drinks.

Harris Poll EquiTrend®
Soft Drink Brand of the Year
1 Coca-Cola 72.30
2 Pepsi-Cola 70.07
3 Sprite 68.05
4 7-Up 67.32
5 Dr Pepper 66.08
Category Average 65.86
Harris Poll EquiTrend®
Diet Soft Drink Brand of the Year
1 Diet Coke 57.55
2 Sprite Zero 55.53
3 Diet Dr Pepper 55.06
4 Coke Zero 54.33
Category Average 53.62

SoBe Keeps Americans on the Move

As the energy drink market grows, the 2012 Harris Poll EquiTrend study shows that SoBe Adrenaline Rush is the Energy Drink Brand of the Year among Americans looking for an extra something to keep them going. AMP and RockStar also rank above the energy drink category average.

Harris Poll EquiTrend®
Energy Drink Brand of the Year
1 SoBe Adrenaline Rush Energy Drink 47.59
2 AMP Energy Drink 47.45
3 Rock Star Energy Drink 46.89
Category Average 45.75

Wet Your Whistle with Water 2.0

Water has been reinvented and is more varied than ever. Goya Coco Water becomes the Coconut Water Brand of the Year, while the highest ranked enhanced water is Glaceau vitaminwater. Gatorade is the top brand among sports drinks. However, when yearning for good, old H2O to quench their thirst, consumers ask for Poland Spring, the 2012 Bottled Water Brand of the Year.

Harris Poll EquiTrend®
Coconut Water Brand of the Year
1 Goya Coco Water 60.17
Category Average 58.37
Harris Poll EquiTrend®
Enhanced Water Brand of the Year
1 Glaceau vitaminwater 61.13
Category Average 58.43
Harris Poll EquiTrend®
Sports Drink Brand of the Year
1 Gatorade 64.05
Category Average 58.34
Harris Poll EquiTrend®
Bottled Water Brand of the Year
1 Poland Spring Bottled Water 64.03
2 Deer Park Bottled Water 63.35
3 Arrowhead Bottled Water 63.28
4 Ice Mountain Bottled Water 63.25
5 Aquafina Bottled Water 62.88
6 Dasani Bottled Water 61.79
Category Average 60.85

America’s Main Squeeze is Tropicana

When consumers crave fruit juice, they turn to Tropicana—the Fruit Juice Brand of the Year, according to the 2012 Harris Poll EquiTrend study. Other favorite fruit juice brands that rank above category average include Ocean Spray, Florida’s Natural, Welch’s, Minute Maid, and Dole. Meanwhile, Juicy Juice takes the top spot for Fruit Flavored Drink Brand of the Year, followed by Kool-Aid and Capri Sun.

Harris Poll EquiTrend®
Fruit Juice Brand of the Year
1 Tropicana Juices 69.14
2 Ocean Spray Juices 68.67
3 Florida’s Natural Juices 68.40
4 Welch’s Juices 67.88
5 Minute Maid Juices 67.87
6 Dole Juices 67.54
Category Average 65.73
Harris Poll EquiTrend®
Fruit Flavored Drink Brand of the Year
1 Juicy Juice 61.89
2 Kool-Aid 59.73
3 Capri Sun 59.50
Category Average 57.71

 

It’s Tea Time in America

Lipton Tea products, of both hot and cold varieties, have become the 2012 Hot Tea and Bottled Ice Tea Brands of the Year. Other hot tea brands include Bigelow, Twinnings, Celestial Seasonings, and Tazo, while top bottle iced teas include Luzianne and Turkey Hill.

Harris Poll EquiTrend®
Hot Tea Brand of the Year
1 Lipton Teas 70.59
2 Bigelow Tea 68.18
3 Twinnings Tea 67.89
4 Celestial Seasonings Tea 67.57
5 Tazo Tea 66.18
Category Average 65.92
Harris Poll EquiTrend®
Bottled Iced Tea Brand of the Year
1 Lipton Iced Tea 69.16
2 Luzianne Tea 64.67
3 Turkey Hill Tea 63.94
Category Average 63.57

About Harris Poll EquiTrend ®
Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health – including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Harris Interactive has conducted its EquiTrend study regularly since 1989, and can offer yearly trended data from 2005. The Equity Score, a key take-away from EquiTrend, has been validated against financial performance by Georgetown University.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive.

Product and brand names are trademarks or registered trademarks of their respective owners.

For a complete listing of all the brands covered in the study, contact Dagney Cassella at 212-539-9600 or dcassella@harrisinteractive.com.

About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll® and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in more than 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.