Young people love to be healthy.
Ipsos’ Enhanced Media Metrics Australia (emma) study shows that although the heavy hitters of Maccas, Subway, KFC and Hungry Jacks dominate the 14-29 market, the brand who over indexes the most with this audience is Boost Juice.
Boost Juice doubles it share from 7% of all Australians, to 14% of 14-29yr olds. The Boost Juice brand is clearly in the ‘healthy choice’ segment, which claims nearly a third of its custom from the 14-29s, whilst almost 50% of the past 4 week Boost Juice consumers are in this 14-29 age group.
At the other end of the spectrum, Red Rooster sees the smallest increase amongst this age group followed by Noodle Box. Red Roosters’ strategy is to move closer to the ‘healthy choice’ segment which could attract some more 14-29s in future – year on year emma data will monitor these trends.
More information on emma available at emma.com.au.
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