How has Prime Energy established itself as the fastest-growing drinks brand in the UK?

Since its launch on January 4th, the drink backed by YouTubers KSI & Logan Paul has risen to become the most popular drinks brand among kids aged 10-14. Among kids aged 9-18, it is now the third most popular in the market.

The Insights Family – the global leader in kids, teens, parents, and family market intelligence and BusinessCloud’s MarTech 50 winner – released research and data which shows that Prime fans are 62% more likely to influence their friends and household spend.

Despite the controversy surrounding KSI’s racial slur during a Countdown-themed video created by The Sidemen, Prime’s popularity has continued 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 a major UK retailer missing out on a Prime opportunity.

“Our technology enables organisations at the click of a button to quickly cross-reference to discover intelligence which is specific to brands,” explained The Insights Family founder Nick Richardson. 

“When we look at UK kids between the age of 9-18, who say that their favourite drink is Prime, we can quickly cross reference that with their other attitudes, behaviour and consumption – including who they say is their favourite restaurant, snack, sport or high street shop. 

PRIME graph - The Insights People

“And when we select high street shop, our data reveals that Prime fans are 87% more likely to say that JD Sports is their favourite high street shop – leading us to conclude that perhaps JD Sports is missing out on a prime opportunity.”

The Insights Family tracks over 56,000 brands and IP.

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