Awareness of smart home and security brands
Monthly study of aided awareness and consideration covering 15 smart home brands in the United States - video doorbells, alarm systems, cameras, smart locks and connected thermostats.
last updated August 2026 · base 300 respondents · United States, representative · 3 waves · margin of error ±5.7 pts
Performance by indicator
| Brand | Awareness | Consideration | Conversion | Δ Awareness |
|---|---|---|---|---|
| Liquid Death | 71% | 28% | 39% | +2 |
| Poppi | 64% | 34% | 53% | +3 |
| Olipop | 58% | 31% | 53% | +2 |
| Zevia | 47% | 17% | 36% | +1 |
| Spindrift | 44% | 22% | 50% | +1 |
| Waterloo | 38% | 15% | 39% | +1 |
| Simply Pop | 29% | 12% | 41% | +5 |
| Pepsi Prebiotic Cola | 26% | 10% | 38% | +4 |
| Bloom Pop | 21% | 9% | 43% | +2 |
| Culture Pop | 14% | 7% | 50% | +1 |
| Aura Bora | 12% | 6% | 50% | +1 |
| Cove Soda | 10% | 4% | 40% | +1 |
| Wildwonder | 9% | 4% | 44% | +1 |
| Halfday | 8% | 3% | 38% | +1 |
| Sound | 6% | 2% | 33% | = |
In August 2026, aided awareness is led by Liquid Death at 71%, ahead of Poppi at 64% and Olipop at 58% - the only three brands in the category recognised by more than half of US adults.
Consideration reorders the category: Poppi leads at 34% and Olipop follows at 31%, both ahead of Liquid Death at 28% despite its wider recognition.
Conversion shows Poppi and Olipop tied at 53%, against 39% for Liquid Death - the widest gap in the category between being known and being chosen.
Across the three waves, Simply Pop gained the most ground, moving from 24% to 29% awareness between June and August 2026, while the established brands stayed within the margin of error.
Sample & Fieldwork
Base 300 respondents, United States, 18+. Waves 10-14 June, 8-12 July, 5-9 August 2026.
Definitions
Aided awareness (15 brands). Consideration (asked only of the base who know the brand). Conversion = Consideration ÷ Awareness.
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My brand isn't listed
Each category holds 15 brands. If your brand doesn't appear, tell us which one. If there's enough demand, we'll add it to the next wave.
Frequently asked questions about the Brand Index Smart Home & Security.
Why isn't my brand listed?
A category holds up to 15 brands, a ceiling past which the quality of every answer degrades. We add categories, not individual brands: if yours belongs to a segment we don't cover yet, suggest it. We open a new batch every quarter, and demand determines the order.
How is the brand list chosen?
It combines the most established names, which give the chart a reading scale, and the brands representative of the category's current dynamics. The full list is published in the methodology and is fixed for twelve months from the category's first wave, so comparisons hold from one month to the next.
Are the figures comparable from one month to the next?
Yes. Every wave surveys a fresh independent sample, built on the same representativity criteria, with the same brand list shown in random order. That is what makes the gaps between waves interpretable.
Can I find out who these respondents are?
Not on this page. A base of 500 respondents does not allow a reliable breakdown by age, region or income: a single region would rest on around a hundred answers, and consideration inside it on far fewer. The category profile is in the full report; a read by segment requires a dedicated study.
Why can a well-known brand be barely considered?
Awareness measures memory, consideration measures intent. Wide distribution mechanically produces high awareness without guaranteeing preference. The gap between the two is often more instructive than the ranking itself. This page records the gap; it does not explain it.
Can I measure the effect of my last campaign?
Not with this index. National waves on the general population cannot isolate the net effect of a specific campaign: that would require comparing an exposed audience to an unexposed one over the same period.
Where do I stand in my precise segment rather than the category?
The category published here is deliberately broad. A brand positioned on a particular segment lands in a very different place once the base is restricted to its direct competitors. That read requires a custom category definition.
Why do your figures differ from another study?
Four causes, in order of frequency: the length of the list shown, the category definition, the base surveyed, and the margin of error. A list of fifteen brands mechanically produces lower rates than a list of six.
Is a 3-point gap significant?
No. On a base of 500, the margin of error is about 4.4 points at a 95% confidence level. Two awareness figures less than that apart are statistically the same figure. Consideration is asked only of the people who know the brand, so its base is smaller and its margin wider: for a brand known by a quarter of the sample, closer to 9 points. Wave-to-wave variations below those thresholds should not be read as real movement.
Can I reuse this data in a presentation?
Yes. The chart is downloadable and the data freely citable, provided you credit the source (Brand Index - Standard Insights) and the wave date. The exported file already carries both.