Consumer Products

Food brands resonate most with American youth, says Harris Interactive

M&Ms chocolate candies rank number-one in terms of brand equity among youth, according to global market research firm Harris Interactive's first annual Youth EquiTrend study.
December 9, 2010

M&Ms chocolate candies rank number-one in terms of brand equity among youth, according to global market research firm Harris Interactive’s first annual Youth EquiTrend study.

Harris asked US eight-to 24-year olds to rate between 98 and 125 brands on several key elements of brand equity including familiarity, quality and purchase consideration.

Coming in behind M&Ms is Google, which is the only online organization that youth rank among their top-10 brands. Reese’s Peanut Butter Cups and Oreo’s rank third and fourth, respectively, followed by Apple’s iPod, which rounds out the top five brands with the highest equity among the eight to 24 demo.

Focusing in on the eight to 12s, Nintendo Wii has the highest brand equity, followed by snack foods Doritos and Oreo’s, which ranked second and third, respectively. M&Ms follows at number four, while Disney Channel rounds out the top five. Though ranked overall fifth among this age group, Disney Channel rated as the number-one media and television brand with tweens, while Nickelodeon came in sixth and Cartoon Network took the number-10 spot.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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