The Insights Family, a global leader in kids, teens, parents, and family market intelligence, has urged a major North West fashion retailer to address its apparent oversight when it comes to stocking KSI and Logan Paul’s smash hit PRIME Energy drink.
PRIME Energy has established itself as the fastest growing drinks brand in the UK since its launch on January 4, and has risen to become the third most popular drink with UK kids aged nine to 18. For kids between the ages of 10-14 PRIME is now the favourite drink. With PRIME fans also 62 per cent more likely to influence their friends and household spend, there’s no sign of the craze slowing down.
This seems to be the case despite the recent KSI racism controversary – The Insights Family notes that this may have reduced KSI’s personal popularity by more than a third, but PRIME’s popularity continues to enjoy double-digit growth.
Whilst most major UK retailers have been doing the best they can to get hold of stock to keep their shelves filled, The Insights Family market intelligence suggests that there is one major UK retailer who is missing out on a PRIME opportunity.
Nick Richardson, founder of The Insights Family said: “Our technology enables organisations at the click of a button, to quickly cross reference to discover intelligence which is specific to brands. When we look at UK kids between the age of nine-18, who say that their favourite drink is PRIME, we can quickly cross reference that with their other attitudes, behaviour, and consumption.”
By doing so, Richardson reveals, The Insight Family’s data shows that PRIME fans are 87 per cent more likely to say that JD Sports is their favourite high street shop “leading us to conclude that perhaps JD Sports are missing out on a prime opportunity.”
The Insights Family tracks over 56,000 brands and IP across 22 countries, and surveys a family every 45 seconds. It has put together a comprehensive free report, which demonstrates what they have seen, and how they have foreseen and tracked the opportunity, as well as identifying some key opportunities for other organisations, including this identification of a potential new UK retail partner for the drink sensation.
