Secret brand profile in the United States 2022
When it comes to deodorant users, brand awareness of Secret is at 87% 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 Secret in the United States?
In total, 34% of U.S. deodorant users say they like Secret. However, in actuality, among the 87% of U.S. respondents who know Secret, 39% of people like the brand.
What is the usage share of Secret in the United States?
All in all, 28% of deodorant users in the United States use Secret. That means, of the 87% who know the brand, 32% use them.
How loyal are the users of Secret?
Around 24% of deodorant users in the United States say they are likely to use Secret again. Set in relation to the 28% usage share of the brand, this means that 86% of their users show loyalty to the brand.
What's the buzz around Secret in the United States?
In September 2022, about 20% of U.S. deodorant users had heard about Secret in the media, on social media, or in advertising over the past three months. Of the 87% who know the brand, that's 23%, meaning at the time of the survey there's little buzz around Secret in the United States.
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