Monster, Lipton, and Gatorade have emerged as the world’s fastest-growing brands in the non-alcoholic drinks sector.
This is according to the Non-Alcoholic Drinks ranking from brand valuation consultancy, Brand Finance.
Every year, brand valuation consultancy, Brand Finance puts 5,000 of the world’s biggest brands to the test and publishes around 100 reports, ranking brands across all sectors and countries.
In addition to brand value, Brand Finance determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.
Monster (brand value up 29% to $6.3bn), Lipton (brand value up 27% to $3.2bn), and Gatorade (brand value up 26% to $5.3bn) emerged as the three fastest-growing with each brand growing by just under a third as Covid restrictions have reduced.
During the pandemic, many consumers would have likely experienced an increase in health and wellness consciousness along with the need to stay energised. It is therefore not too surprising that energy drinks Monster and Gatorade saw increases in brand values of 29% and 26% respectively.
Certain regions in the US and Europe also experienced record-breaking high temperatures during various stages of pandemic-induced lockdowns and this may also have played a part in the high demand for these brands.
Notably, Monster (brand value increase of 29%) has attributed its success in the market to its unique packaging and its belief in the need to constantly review it based on new guidelines.
On the other hand, Gatorade (brand value increase of 26%) has considered changes to its packaging more cautiously with that remaining somewhat consistent over the years.
Fine tea brand, Lipton increased its brand value by 27%, the second highest recorded in the ranking. The luxury coffee pod manufacturer Nespresso which recently launched its Nespresso editions digital engagement platform to bring inspirational moments to customers enjoying their coffee at home, also increased by 13% in this category.
Other brands that made it to the report’s top 10 fastest-growing brands are Pepsi, Sprite, Fanta, Dr. Pepper, Aquafina among others.