Snapple Survey Insights

Strategy & Research Team

Questions
1) Target audience
a) Younger or older millennials
2) Geography
a) Balance of Heartland with the rest of the
United States
3) Message theme

Message Theme

Message Theme - Characteristics When Purchasing Tea

The Importance of Characteristics When Purchasing Iced Tea:

Reasonable Price

60.4% of individuals find this very/extremely important

Flavor Options

74.7% of individuals find this very/extremely important

Eco-friendliness

27.1% of individuals find this very/extremely important

Trendy
11.1% of individuals find this very/extremely important

Packaging

29.8% of individuals find this very/extremely important

Taste

94.3% of individuals find this very/extremely important

Refreshing
84% of individuals find this very/extremely important

Organic

28.8% of individuals find this very/extremely important

Ingredient Quality

62.6% of individuals find this very/extremely important

Message Theme-Healthy or a Treat?

44% of respondents agree or

strongly agree that iced tea or juice
is considered a treat.

Brand Rankings when Snapple is Given

When asked to rank brands

first to sixth place, 28.05%
of respondents ranked
Snapple first.
18.36% of respondents
ranked Arizona first.

Message ThemeSnapples
Perceived
Personality

50% of survey participants believe that

Snapple is Somewhat Modern or Modern

71% of survey participants believe that

Snapple is Somewhat Cheerful or Cheerful

56% of survey participants believe that

Snapple is Somewhat Original or Original

60% of survey participants believe that

Snapple is Somewhat Playful or Playful

Message Theme- Snapple Flavor Options

75.7% of survey participants believe

that Snapple performs Good or Very
Good in the Flavor Options category

Message Theme - Competitors Flavor Options

Snapple performs better than

each of its competitors in the
Flavor Options category.

Message Theme-Snapple Taste and Refreshing

70% of participants believe that

Snapple performs Good or Very
Good in the Taste category

65% of participants believe that

Snapple performs Good or Very
Good in the Refreshing category

Message Theme- Snapple Eco-friendly and Social

Responsibility

57% and 67% of participants believe that Snapple performs Neither Good or Bad in
the Eco-Friendly and Social Responsibility categories. This indicates that there is
room to grow in both of these categories.

Target Audience

Target Audience-Age
Age Group

Frequency

Percent %

18-24

424

51.1

25-34

59

7.2

Our data is skewed towards younger

millennials

Target Audience- Frequencies of Drinking Iced Tea or

Juice
Correlations
Please indicate
your age:

Please indicate your age:

Pearson Correlation
Sig. (1-tailed)

How many times a month do

you drink iced tea/juice?

How many
times a month
do you drink
iced tea/juice?

.046
.102

827

764

Pearson Correlation

.046

Sig. (1-tailed)

.102

764

765

There is no significance between age

and how many times a month people
drink iced tea/juice.

Target Audience-Age and

Flavor

Correlations

Please indicate
your age:

Please rate the

importance of
each
characteristic as
it would apply to
your ideal or
best possibl...Flavor Options

-.091*

The younger you are, the more you value

flavors

Please indicate your age:

Pearson Correlation
Sig. (1-tailed)

N
Please rate the importance of
each characteristic as it
would apply to your ideal or
best possibl...-Flavor Options

Pearson Correlation

.015

827

578

-.091*

Sig. (1-tailed)

.015

578

*. Correlation is significant at the 0.05 level (1-tailed).

579

Target Audience-Age and Healthiness

Correlations
Descriptive Statistics

Please indicate how much

you agree with the following
statements: -I think that
drinking iced tea or juice is
healthy
Please indicate your age:

Mean

Std. Deviation

2.91

.974

782

33.31

15.175

827

There is no significance between age and health

perception of iced tea or juice.
AKA the perception of health does not change
whether someone is old or young
Mean of 2.91 indicates a low to average
perception of health

Please indicate how much

you agree with the following
statements: -I think that
drinking iced tea or juice is
healthy

Please indicate your age:

Please indicate
how much you
agree with the
following
statements: -I
think that
drinking iced tea
or juice is
healthy

Please indicate
your age:

.000

Pearson Correlation
Sig. (1-tailed)

.498

782

781

Pearson Correlation

.000

Sig. (1-tailed)

.498

781

827

Target Audience - Prefer to drink at home/restaurant/on-thego

~40% of individuals agree/strongly agree that they prefer to drink iced tea/juice at home
~49% of individuals disagree/strongly disagree that they prefer to drink iced tea/juice at restaurant
~33% of individuals agree/strongly agree that they prefer to drink iced tea/juice on-the-go

Target Audience -Age

and Drinking Habits

The correlation is significant. The

younger you are, the more likely
you are to drink iced tea or juice on
the go.

Correlations

Please indicate your age:

Please indicate
how much you
agree with the
following
statements:-I
prefer to drink
iced tea/juice
on-the-go.

-.121**

Pearson Correlation
Sig. (1-tailed)

N
Please indicate how much
you agree with the following
statements:-I prefer to drink
iced tea/juice on-the-go.

Please indicate
your age:

Pearson Correlation

.001

827

703

-.121**

Sig. (1-tailed)

.001

703

**. Correlation is significant at the 0.01 level (1-tailed).

704

Target Audience-Age and

Drinking Habits

Correlations

Please indicate
your age:

Please indicate
how much you
agree with the
following
statements:-I
prefer buying a
glass bottle over
plastic when
purchasing a
drink.

.105**

The correlation is significant. The

older you are, the more you prefer to
buy glass bottles over plastic.
Please indicate your age:

Pearson Correlation
Sig. (1-tailed)

N
Please indicate how much
you agree with the following
statements:-I prefer buying a
glass bottle over plastic when
purchasing a drink.

Pearson Correlation

.003

827

703

.105**

Sig. (1-tailed)

.003

703

**. Correlation is significant at the 0.01 level (1-tailed).

704

Target Audience- Snapple Drinkers vs. Other brand

drinkers
Snapple Drinkers
-Very environmentally
conscious
-likes to stand out in a
crowd/conformity makes
them uncomfortable
-creative
-pursues novelty,
challenge, and change
-not afraid to appear
unconventional
-liberal
-likes diet vs. regular
-not spiritual
-not cultural

Other Iced Tea Drinkers

-likes to try
new drinks
-likes to treat
themselves
-music
-sports
-celebrity
sponsors
-humorous
-bold risk
takers

-Spiritual
-Cares less than Snapple
drinkers about the
environment
-likes regular vs. diet
-less optimistic

Geography

Geography

81% of survey participants are from the Northeast

6% of survey participants are from the Midwest
6% of survey participants are from the South
5% of survey participants are from the West
3% of survey participants are international

Region and Drinking Habits

REGION * Where is the most common place you drink iced tea/juice? Crosstabulation
Count
Where is the most common place you drink iced tea/juice?

Home
REGION

Total

On-the-go

Restaurant

Total

Other

.00

294

160

113

46

613

1.00

22

44

2.00

17

13

10

42

3.00

21

37

4.00

12

23

366

194

139

60

759

Northeast: 0.00
47.96% home
26.10% on-the-go
18.43% restaurant
7.5% other
Midwest = 1.00
50% home
20% on-the-go
20% restaurant
9.0 % other
South = 2.00
40.47% home
30.95% on-the-go
23.80% restaurant
4.76% other
West = 3.00
56.76% home
21.62% on-the-go
8.10% restaurant
13.51% other
International = 4
52.17% home
17.39% on-the-go
17.39% restaurant
13% other

Region and Thoughts on Snapple - Reasonable Price

Crosstab
Count
Snapple-Reasonable Price

Very
Bad

REGIO
N

Total

Bad

Neither Good
nor Bad

Total

Good

Very
Good

.00

16

51

186

193

44

490

1.00

23

35

2.00

10

11

25

3.00

20

33

4.00

19

17

63

248

227

47

602

Northeast: 0.00

3.3% very bad

10.4% bad

37.9% neither

39.4% good

8.9% very good

Midwest = 1.00

0% very bad

11.4% bad

65.7% neither

22.9% good

0% very good
South = 2.00

0% very bad

16% bad

40% neither

44% good

0% very good

West = 3.00

3% very bad

12% bad

60.6%
neither

18.2% good

6.1% very
good

International = 4
0% very bad
0% bad
47.3%
neither
47.3% good
5.2% very
good

Region and Thoughts on Snapple - Eco-friendly

Crosstab
Count
Snapple-Eco-friendly

Very
Bad

REGIO
N

Total

Bad

Total

Good

Neither
Good nor
Bad

Very
Good

.00

10

42

277

124

37

490

1.00

23

34

2.00

16

25

3.00

19

33

4.00

19

11

55

344

152

39

601

Northeast: 0.00

2% very bad

8.6% bad

56.5% neither

25.3% good

7.5% very good

Midwest = 1.00

0% very bad

14.7% bad

67.6% neither

17.6% good

0% very good
South = 2.00

0% very bad

8% bad

64% neither

28% good

0% very good

West = 3.00

3% very bad

15.1% bad

57.6% neither
18.2% good
6.1% very good
International = 4

0% very bad

5.2% very bad

47.3% neither

47.3% good

0% very good

Region and Thoughts on Snapple - Flavor Options

Crosstab
Count
Snapple-Flavor Options

Very
Bad
REGIO
N

Total

Bad

Neither Good
nor Bad

Total

Good

Very Good

.00

19

79

238

147

489

1.00

14

16

34

2.00

16

25

3.00

11

12

33

4.00

19

21

116

291

163

600

Northeast: 0.00

1.2% very bad

3.8% bad

16.2% neither

48.7% good

30% very good

Midwest = 1.00

2.9% very bad

2.9% bad

41.2% neither

47.1% good

5.8% very good

South = 2.00

0% very bad

0% bad

24% neither

64% good

12% very good

West = 3.00

3% very bad

3% bad

33.3% neither

36.4% good

24% very good

International = 4

5.2% very bad

0% very bad

31.6% neither

47.4% good

15.8% very
good

Region and Thoughts on Snapple - Trendy

Crosstab
Count
Snapple-Trendy

Very Bad

REGION

Total

Bad

Neither Good
nor Bad

Total
Good

Very Good

.00

29

193

186

73

489

1.00

22

34

2.00

15

25

3.00

16

11

33

4.00

19

37

255

223

76

600

Northeast: 0.00

1.6% very bad

5.9% bad

39.4% neither

38% good

14.9% very good

Midwest = 1.00

2.9% very bad

5.9% bad

64.7% neither

26.4% good

0% very good
South = 2.00

0% very bad

4% bad

60% neither

32% good

4% very good

West = 3.00

0% very bad

12.1% bad

48.4% neither

33.3% good

6.1% very
good
International = 4

0% very bad

5.2% very bad

47.3% neither

47.3% good

0% very good

Region and Thoughts on Snapple - Packaging

Crosstab
Count
Snapple-Packaging

Very
Bad

REGI
ON

Bad

Neither
Good nor
Bad

Total

Good

Very
Good

.00

22

164

229

65

488

1.00

22

34

2.00

11

12

25

3.00

15

15

33

4.00

10

19

Northeast: 0.00

1.6% very bad

4.5% bad

33.6% neither

46.9% good

13.3% very good

Midwest = 1.00

0% very bad

5.9% bad

64.7% neither

26.5% good

2.9% very good

South = 2.00

4% very bad

0% bad

44% neither

48% good

4% very good

West = 3.00

0% very bad

6.1% bad

45.5% neither

45.5% good

3.1% very good

International = 4

0% very bad

5.2% very bad

42.1% neither

52.6% good

0% very good

Region and Thoughts on Snapple - Taste

Crosstab
Count
Snapple-Taste

Very
Bad

REGIO
N

Total

Bad

Neither Good
nor Bad

Total
Good

Very
Good

.00

13

25

99

224

127

488

1.00

13

17

34

2.00

14

25

3.00

10

16

33

4.00

12

19

16

29

135

283

136

599

Northeast: 0.00

2.7% very bad

5.1% bad

20.3% neither

50% good

26% very good

Midwest = 1.00

5.9% very bad

2.9% bad

38.2% neither

50% good

2.9% very good

South = 2.00

0% very bad

0% bad

32% neither

56% good

12% very good

West = 3.00

0% very bad

9.1% bad

30.3% neither

48.5% good

6.1% very good

International = 4

5.2% very bad

0% very bad

26.3% neither

63.2% good

5.2% very good

Region and Thoughts on Snapple - Refreshing

Crosstab
Count
Snapple-Refreshing

Very
Bad
REGIO
N

Total

Bad

Neither Good
nor Bad

Total
Good

Very Good

.00

11

21

128

228

100

488

1.00

16

15

34

2.00

10

11

25

3.00

12

14

33

4.00

11

19

13

26

174

279

107

599

Northeast: 0.00

2.3% very bad

4.3% bad

26.2% neither

46.7% good

20.5% very good

Midwest = 1.00

2.0% very bad

2.9% bad

47.1% neither

44.1% good

2.9% very good

South = 2.00

0% very bad

4% bad

40% neither

44% good

12% very good

West = 3.00

3.1% very bad

9.1% bad

36.4% neither

42.4% good

9.1% very good

International = 4

0% very bad

0% very bad

42.1% neither

57.9% good

0% very good

Region and Thoughts on Snapple - Organic

Crosstab
Count
Snapple-Organic

Very
Bad

REGIO
N

Bad

Neither
Good nor
Bad

Total
Good

Very
Good

.00

31

61

314

63

18

487

1.00

24

34

2.00

21

25

3.00

10

19

33

4.00

13

19

37

80

391

71

19

598

Total

Northeast: 0.00

6.4% very bad

12.5% bad

77% neither

12.9% good

3.7% very good

Midwest = 1.00

2.9% very bad

20.6% bad

70.6% neither

8% good

0% very good
South = 2.00

4% very bad

4% bad

84% neither

8% good

0% very good

West = 3.00

6.1% very bad

30.3% bad

57.6% neither

6.1% good

0% very good
International = 4

10.5% very bad

5.2% very bad

68.4% neither

10.5% good

5.2% very good

Region and Thoughts on Snapple - Ingredient Quality

Crosstab
Count
Snapple-Ingredient Quality

Very Bad

REGION

Total

Bad

Neither Good
nor Bad

Total

Good

Very Good

.00

19

46

245

136

41

487

1.00

19

34

2.00

13

25

3.00

17

33

4.00

13

19

23

63

307

161

44

598

Northeast: 0.00

3.9% very bad

9.4% bad

50.3% neither

27.9% good

8.4% very good

Midwest = 1.00

2.9% very bad

26.4% bad

55.8% neither

17.6% good

0% very good
South = 2.00

4% very bad

8% bad

52% neither

32% good

4% very good

West = 3.00

6.1% very bad

18.2% bad

51.5% neither

21.2% good

3.1% very good

International = 4

0% very bad

5.2% very bad

68.4% neither

21.1% good

5.2% very good

Region and Thoughts on Snapple - Social Responsibility

Crosstab
Count
Snapple-Social Responsibility

Very
Bad

REGIO
N

Total

Bad

Neither Good
nor Bad

Total

Good

Very
Good

.00

11

25

314

100

33

483

1.00

26

34

2.00

19

25

3.00

24

33

4.00

14

19

12

34

397

117

34

594

Northeast: 0.00

2.3% very bad

5.2% bad

65% neither

20.7% good

6.8% very good

Midwest = 1.00

0% very bad

8.8% bad

76.5% neither

14.7% good

0% very good
South = 2.00

0% very bad

0% bad

76% neither

24% good

0% very good

West = 3.00

3.1% very bad

15.2% bad

72.7% neither

6.1% good

3.1% very good

International = 4

0% very bad

5.2% very bad

73.7% neither

21.1% good

0% very good

Snapple Interview Insights

Interview Geography
Northeast = 23 interviewees = 72.9%
South = 6 interviewees = 18.6%
Midwest = 0 interviewees
West = 3 interviewees = 9.4%
Total = 32 interviewees

Recurring Themes

People look for FLAVOR and PRICE when purchasing iced tea
Also, many look at the nutrition label for the absence of sugar
While some people consider iced tea as a TREAT, others consider it
HEALTHY.
Some justify it as being healthier than soda
Overall, people LIKE the GLASS BOTTLES
People thought the glass bottles made the drink taste better

Slimmer for cupholders and making it look healthy

People like the INDIVIDUAL BOTTLES

ON-THE-GO drink

When you hear Snapple, you think:

colorful
flavors (fruit)
fun
snapple facts
sweet
refreshing
cold
summertime
golf
sunshine

Biggest Issue
Not top-of-mind!
When asked to name iced tea/juices, 16 people DID
NOT mention Snapple when asked to list brands that
sold bottled tea or juice, but were well aware of the
brand once we brought it up