CONSUMER&

BRANDBrandKPIs

for

yogurt:

Müller

in

theUnited

KingdomConsumer

Insights

reportOctober2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

7500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Müller’s

performance

intheyogurt

market.Fieldwork:April-July

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202490%

of

Müller

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Müller’s

brandingresonates

more

with

Gen

X?Müller

generally

appealstowomen

more

than

men?Müller

ranksfirst

inawareness

within

the

yogurtmarket?Thepopularity

ratingof

Müller

is56%?Müller

ranksfirst

inconsumption?Among

Müller

enthusiasts,35%

fallunderthe

high-income

category?Consumers

want

theiryogurt

brandsto

havehigh?Interms

of

loyalty,Müller

is

firstinthe

Unitedvalue,honesty

/trustworthiness,

andreliabilityKingdom?Müller

hasascore

of30%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Müller

at

90%Brand

profile:

snapshotBrand

performance

of

MüllerintheUnitedKingdom90%90%56%47%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,116,

respondents

who

know

the

individual

brand

(popularity),

n=1,116,

respondents

whoknow

the

individual

brand(consumption),

n=524,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,116,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%

35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMüller

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMüller

islikedby

10%

of

Babyboomers

and34%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.30%25%21%ForMillennials

andGen

Z,

35%

and

21%

feel

positivelytowards

Müller,

versus

35%

and25%.

So

currently,

forMüller,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=621,

Müller

enthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müllergenerally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Müller

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Müller

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.53%

ofwomen

likeMüller

compared

to47%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

yogurtcompared

to

49%

of

men.51%49%53%47%89%88%9%

of

Müller

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=621,

Müller

enthusiast,n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Müller

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.16%18%Single35%37%21%21%CoupleSingleparentNuclear35%

ofMüller

enthusiastsarefrom

high-income

households.Müller’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

34%

of

Müllerenthusiastshavethiscurrent

livingsituation.10%9%34%32%34%33%30%Multi-generational3%2%13%13%31%ExtendedOther3%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=621,

Müller

enthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andreliability.Authenticity40%Thrill/ExcitementSustainabilityBoldnessCleverness30%20%10%0%Müller

consumers

alsoappreciate

thesekey

attributes,indicating

Müller

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMüller

enthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityMüller

should

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

yogurt,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

yogurt,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

yogurt,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=524,

Müller

consumers’,

n=621,

Müller

enthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Müller

fans,

25%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?42%37%25%25%24%24%

24%24%18%17%17%

17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

yogurt

productsIliketotalkabouttopicsrelating

toyogurtBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

yogurtdo

youagree

with?”;

Multi

Pick;“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=621,

Müller

enthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1190%

of

Müller

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinthe

United

Kingdom

is

62%.

Awareness

ofMüller,

however,

isat90%.Awareness56%

ofUK

yogurt

consumers

saytheylikeMüller,compared

to

anindustryaverage

brandpopularity

of30%.47%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Müller,

with

the

average

consumptionof

abrand

at25%.BuzzPopularity90%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Müller

hasbeen

noticed

more

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

30%

comparedto15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,116,

respondents

who

know

the

individual

brand

(popularity),

n=1,116,

respondents

whoknow

the

individual

brand(consumption),

n=524,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,116,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müllerranks

first

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMüllerRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1MüllerActimelActiviaAlpro90%85%85%84%75%75%75%70%70%69%10%2345Yeo

ValleySkiUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67OnkenSkyr8Outofallrespondents,

90%

were

aware

of

Müller.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.90%N/A9BenecolArlaProteinAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Müller

is

56%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMüllerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Müller56%44%41%36%35%33%33%30%28%28%2Activia3ActimelYeo

ValleyOnken444%Outofconsumers

who

knew

thebrand,

56%

saidtheyliked

Müller.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.556%6Alpro7Ski8Oykos9CreamfieldsLight

&FreePopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,116,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müllerranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMüllerRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Müller2Activia36%3ActimelYeo

ValleyAlpro35%Outofconsumers

who

knew

thebrand,

47%

saidtheyconsumed

Müller.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.430%47%528%53%6Onken25%7Oykos25%8Light

&FreeCreamfieldsRachel's24%924%UsageN/A1023%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,116,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Müller

is

first

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMüller’sconsumersRank#

BrandLoyalty

%90%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Müller10%2Yeo

ValleyActimelActivia87%386%484%5Onken83%6Yoplait

PetitsFilousSki79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%8Rachel'sAlpro76%90%N/A976%Outofrespondents

whohaveconsumed

Müller,

90%saidthey

would

consume

the

brandagain.Loyalty10Oykos75%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=524,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müllerhas

a

score

of

30%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMüllerRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Müller2Actimel27%30%3Activia27%Outofconsumers

who

knew

thebrand,

30%

saidtheyhadheardaboutMüller

inthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.4Alpro21%5BiotifulGut

HealthBenecol17%615%7GetPro15%70%8ArlaProteinYeo

ValleyLindahl's14%913%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,116,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudience