In
our June analysis, we found customer sentiment toward the Bud brands had plummeted, and some beer brands positioned to gain market share from Bud following Bud Light's Dylan Mulvaney marketing controversy.
Months later, Bud appears to be in the early stages of a rebound, albeit very slow for now. Examining 25,000 pieces of feedback across 13 popular beer brands, including more than 4,000 for Bud Light and 2,000 for Budweiser, we find:
- Beer drinkers are very slowly starting to warm to Bud brands’ values and trustworthiness again. After falling more than 30% from March through June, customer perception¹'² toward Bud brands’ values grew 1% - 2% since June; a small step, but a step nonetheless.
- Budweiser in particular is starting to please with its famous Clydesdale ads again. Customer perception towards Budweiser’s ads clawed back 11% since falling over 50% from March to June.
- Customers are thinking about drinking more Bud as they put its recent marketing challenges behind them. Consumption Intent³ bottomed out around July and has since grown 5% for Bud Light and 1% for Budweiser. Still, Bud and Bud Light’s Consumption Intent have significant ground to make up after falling 45% and 36% respectively from March to July while other beer brands⁴ were up 2%.
- Coors and Corona seemed to benefit the most from Buds’ decline. The brands gained moderate Consumption Intent (6% and 4% respectively) from March through July. But, those gains are in reverse as customers are turning back to Bud.
- Bud Light Consumption Intent fell far more for male and white customers compared to females and customers from other races. Interestingly, there wasn’t much of a difference between under-50- and over-50-year-olds.
Please contact our team for a deeper look at HundredX's data on Alcohol and Spirits, which includes more than 130,000 pieces of customer feedback across 68 alcohol brands.
- All metrics presented, including Net Consumption (Consumption Intent) and Net Positive Percent / Favorability are presented on a trailing three-month basis unless otherwise noted.
- HundredX measures sentiment towards a driver of customer satisfaction as Net Positive Percent (NPP), which is the percentage of customers who view a factor as a positive (reason they liked the products, people, or experiences) minus the percentage who see the same factor as a negative.
- Consumption Intent for alcohol represents the percentage of customers who expect to consume more of that brand over the next 12 months, minus those that intend to consume less. We find businesses that see Intent trends gain versus the industry or peers have often seen revenue growth rates, margins, and/or market share also improve versus peers.
- Other beer brands include: Blue Moon, Coors, Corona, Guinness, Heineken, Michelob Ultra, Miller, Modelo, Pabst Blue Ribbon, Samuel Adams and Stella Artois
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Sure, lattes, mochaccinos, and cappuccinos are pricey, but they taste delicious. For many consumers, the great taste of coffee shop coffee made it worth the cost. But customers at Starbucks aren't so sure the tradeoff is worth it anymore. Examining more than 420,000 pieces of feedback across the Quick, Fast, Casual (QFC) industry, including over 21,000 on Starbucks, we find: Starbuck's Purchase Intent 1,2 is down 3% over the past six months, with most of that dip occurring over the past few months. By contrast, Dunkin' Donuts has remained within a tight range over the past six months, as did an average of other, smaller coffee chains. Customers increasingly see less value in Starbucks. Starbuck's Value perception 3 fell 5% over the past six months, compared to just 1% for Dunkin' Donuts. However, it also fell 5% for the average of the smaller coffee chains. Coffee drinkers feel significantly unhappier about Starbuck's quality and taste. Starbuck's Taste perception fell 4% over the past six months, while rising 1% for competitors. Likewise, its Quality perception dipped 3% over the same time period (and 8% over the year). Ultimately, Starbuck's perceived drop in taste is leading inflation-weary consumers to say they plan to spend less at the coffee chain, as the value just isn't as good.
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Ozempic once dominated the headlines, but GLP-1 competitor Mounjaro is winning over customers. GLP-1 drugs, used for treating diabetes and aiding in weight loss, are relatively new on the market yet have surged in popularity over the last year. They're becoming so popular that J.P. Morgan estimates that 30 million people in the US may be using a GLP-1 drug by 2030. This statistic presents a significant potential for early drug creator Novo Nordisk (Ozempic, Wegovy), and perhaps an even bigger one for Eli Lilly (Mounjaro, Zepbound). HundredX data indicates Eli Lilly is in a position to win over Novo Nordisk as Mounjaro's Usage Intent widens against the competition. Ozempic may have name recognition, but customers feel more positively about Mounjaro's effectiveness and lifestyle impact, even if they aren't excited about its high price. Examining 1,500 pieces of customer feedback across Mounjaro, Ozempic, and Wegovy, we find: GLP-1 users increasingly say they plan to use Mounjaro more, and Ozempic less . Mounjaro’s Usage Intent is up 19% since July, Wegovy’s is up 3%, and Ozempic has stayed within a tight range. Customers feel Mounjaro is more effective than competing drugs, but it’s harder to get . Mounjaro outperforms other GLP-1 drugs in effectiveness, lifestyle impact, and side effects. However, customers dislike its cost and availably more than competitors.