Apple, Hershey’s, and surprisingly, Sprite (not Coke or Pepsi) are three of the top brands for youth, according to the 2012 Harris Poll Youth EquiTrend study, by Harris Interactive.The annual study benchmarks the brands that America's youth prefer and those that have the ability to dominate their industries' youth market share. The study measures brand equity as an outcome of familiarity, quality, and purchase consideration among Americans ages 8 to 24. Equity, emotional connection, and brand advocacy are evaluated.
Young Americans are expected to spend $211 billion in 2012, according to Harris Interactive. Companies need to remember that consumers do not magically appear at age 18, said Regina A. Corso, senior vice president for youth and education research at Harris Interactive.
In the food category, although 8- to-24-year-olds have varied interests, certain comfort foods, like cookies and candy are timeless. For example: Oreo Cookies and Hershey's Milk Chocolate Candy Bars are each highest-ranked in their respective categories, and sweet treat and cookie brands receive some of the highest equity scores among those surveyed.
Following Hershey's Milk Chocolate Candy Bars in the sweet treats category are Reese's Peanut Butter Cups and Hershey's Kisses. Oreo Cookies is the highest-ranked cookies brand, followed by three Chips Ahoy cookies brands (Chips Ahoy, Chewy Chips Ahoy and Chunky Chips Ahoy.) For the soda brand, Sprite is the highest-ranked brand, followed by Coca-Cola and Pepsi-Cola.
Cheerios is the highest-ranked cereal brand, followed by Kellogg's Frosted Flakes and Cinnamon Toast Crunch. Minute Maid is the highest-ranked fruit juice brand, followed by Tropicana and Florida's Natural Refrigerated Orange Juice. In fruit-flavored drinks, Capri Sun is the highest-ranked brand, followed by KoolAid.
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