How Spanish Consumers Perceive Top Functional Drink Brands: Insights into Trust, Recall, and Wellness Positioning (2024)

Research Methodology

• Sample Size: 1,500 respondents across Spain
• Regions Covered: Madrid, Barcelona, Valencia, Seville, Bilbao, Málaga, Zaragoza, and rural towns
• Demographics:
• Gender: 52% Female, 48% Male
• Age:
• Gen Z (18–24): 28%
• Millennials (25–40): 43%
• Gen X (41–55): 29%
• Data Collection Methods:
• Online Surveys (70%)
• Retail intercept interviews (20%)
• Social media listening (10%)
• Survey Period: March–June 2025
• Margin of Error: ±2.6%, CI: 95%

Brand Recall and Awareness in Spain 

Insights:

• Aquarius holds the highest unaided and top-of-mind recall due to its deep local roots and sports association.
• Red Bull and Powerade maintain strong recognition via sports and event marketing.
• Font Vella Levité and Hero Supernatura are growing through wellness/natural positioning.

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Brand Perception Attributes (Rated 1 to 10) 

Key Findings:

• Aquarius is seen as trustworthy and healthy, but not strongly innovative.
• Vive Soy ranks high in health and sustainability, gaining traction with plant-based consumers.
• Red Bull still leads in energy perception, but scores lower in health and sustainability.

Emotional Connection & Consumer Loyalty (% of Respondents) 

Demographic Insight:

Among Spanish Gen Z and Millennials, Red Bull has the highest emotional energy connection, while Aquarius appeals more to older fitness-conscious users.

Brand Personality Mapping 

Consumer Preferences Snapshot (Based on 1,500 Surveyed Consumers) 

Conclusion: Market Trends and Brand Outlook (Spain)

Spain’s functional drinks market exhibits a balance between global energy brands and local wellness-oriented players. Consumers are increasingly placing higher importance on natural ingredients, brand transparency, and health benefits rather than solely on energy claims.

Aquarius emerges as the most emotionally and functionally integrated brand, particularly among older, health-conscious demographics. Meanwhile, Red Bull and Monster continue to lead in the energy sector but are facing challenges regarding their health and sustainability perceptions.

Brands such as Vive Soy and Font Vella Levité are gradually gaining traction with strong associations in sustainability, light refreshment, and natural branding.

Potential opportunities in Spain include:

• Increasing investment in plant-based hydration and low-calorie innovations.
• Developing stronger storytelling that emphasizes local origins and ingredient quality.
• Enhancing the perception and positioning alignment for sports-oriented brands like Powerade