The Brand Index
United States
Aided awareness and consideration for 90 US brands, across 6 categories. A new wave every month, on a nationally representative sample.
Categories covered
in the Brand Index United States
Prebiotic sodas, low-sugar sodas, and flavoured sparkling sold as a soda alternative
Including Olipop, Poppi, Culture Pop and 12 others
Daily greens powders, multivitamins, and subscription supplement brands
Including AG1, Seed, Ritual and 12 others
Independent and entry-price clean skincare brands
Including Youth to the People, Summer Fridays, Glossier and 12 others
Performance and lifestyle activewear brands
Including Alo Yoga, Vuori, Gymshark and 12 others
Prescription and lifestyle eyewear, retail and direct-to-consumer
Including Warby Parker, Zenni, Pair Eyewear and 12 others
Digital banks, investing platforms, and consumer fintech
Including Chime, Robinhood, Acorns and 12 others
Your category isn't covered?
Tell us which one and which brands belong in it. The order we add categories is decided by what people ask for.
Mattress & sleep
Direct-to-consumer and retail mattress brands
Premium pet food
Fresh, subscription, and premium dry pet food brands
Energy drinks
New-wave and established energy drink brands
Performance running footwear
Running and performance footwear brands
The index will cover 50 US categories by the end of 2027. Order is determined by demand.
How to read the index
Aided awareness
The share of respondents who recognise the brand from a list of fifteen, shown in random order.
Consideration
Asked only of brands the respondent recognised. The denominator is the people who know the brand, not everyone surveyed.
Conversion
Consideration divided by awareness. How efficiently being known turns into being considered.
Full methodology, margin of error and field dates are on every category page.
From the number to the answer
The index covers six US categories, fifteen brands each, on two questions. If your category isn't here, or those aren't your competitors, or that isn't your audience — that's what the paid work is for.
Brand Health
Your competitive set, your audience, your subgroup cuts. Full funnel, perception, advertising and touchpoints, buyer profile. Back in 24 hours.
Brand Tracking
Twelve monthly waves, so every shift has a month attached to it.
Also published in France.
The index is also published in France. Track aided awareness and consideration across major French consumer categories with the same monthly methodology.
Frequently asked questions: Brand Index United States
How do you choose the categories?
A category enters the index when it contains around fifteen brands a US consumer could recognise, competing for the same buyer. We define categories at the level where that competition is real — functional soda rather than soft drinks, clean skincare rather than beauty, neobanks rather than banking. Defined any wider, three multinationals occupy the top of every ranking and everyone else becomes a rounding error.
When will my category be added?
Order is determined by demand. Every suggestion we receive is reviewed each wave, and the categories with the most interest behind them move up. We only publish a date for the next two categories — beyond that, the order stays open.
Why only 15 brands per category?
It's a methodological ceiling, not an editorial choice. Past fifteen brands in a list, respondents stop reading carefully and the quality of every answer degrades — including for the best-known brands. Fifteen is the maximum compatible with a reliable read.
Can I compare two categories against each other?
No, and this matters. Prompted awareness depends heavily on how wide the category is and how many brands are shown. A brand at 40% in a narrow category is not "better known" than a brand at 30% in a wide one — the two figures answer different questions. Comparisons hold within a category, never across categories.
How often are the figures updated?
A new wave every month, on a fresh independent sample. Fieldwork runs in the first week; results publish mid-month. Every wave adds to the record — brands in the index carry a continuous series from the month their category launched.
Why is the index open access?
Because it shows a gap without explaining it. A national read on two metrics tells you where you stand; it doesn't tell you who those people are, what stops the ones who know you from choosing you, or what your last campaign actually changed. Those answers need a study built for your brand — and that's what we sell.
Can I reuse this data in a presentation?
Yes. Charts are downloadable and the figures are freely citable, provided you credit the source (Brand Index — Standard Insights) and the wave date. The exported file already carries both.
How do I get detailed figures for my brand?
The index publishes two metrics on a national base, using our category definition. For your own competitive set, your own audience and your own subgroups, you need a dedicated study — one-off with Brand Health, or continuous with Brand Tracking.