Impossible brand profile in the United States 2023

How high is the brand awareness of Impossible in the United States?
When it comes to meat substitutes users, brand awareness of Impossible is at 64 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Impossible in the United States?
In total, 30 percent of U.S. meat substitutes users say they like Impossible. However, in actuality, among the 64 percent of U.S. respondents who know Impossible, 47 percent of people like the brand.

What is the usage share of Impossible in the United States?
All in all, 30 percent of meat substitutes users in the United States use Impossible. That means, of the 64 percent who know the brand, 47 percent use them.

How loyal are the customers of Impossible?
Around 23 percent of meat substitutes users in the United States say they are likely to use Impossible again. Set in relation to the 30 percent usage share of the brand, this means that 77 percent of their customers show loyalty to the brand.

What's the buzz around Impossible in the United States?
In July 2023, about 24 percent of U.S. meat substitutes users had heard about Impossible in the media, on social media, or in advertising over the past four weeks. Of the 64 percent who know the brand, that's 38 percent, meaning at the time of the survey there's some buzz around Impossible in the United States. 

It is more about social justice for consumers of Impossible in the U.S.

When comparing what aspects in life are the most important to consumers of Impossible and non-consumers there are remarkable differences. One of them is that consumers of Impossible meat substitutes value social justice higher than non-consumers and the general population in the U.S. Comparing the brand KPIs by generation also reveals Gen Z and Baby Boomers to have the highest scores for all brand KPIs when it comes to Impossible in the United States.