CONSUMER&

BRANDBrandKPIs

for

organic

food:

Viridian

inthe

United

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.

5000Ourdataallows

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

Viridian’s

performance

intheorganic

food

market.Fieldwork:April-May

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

202465%

of

Viridian

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Viridian’sbrandingresonates

more

with

Gen

Z?Viridian

generally

appealstomen

more

than

women?Viridian

ranksoutside

the

Top

10

inawareness

withinthe

organic

food

market?Thepopularity

ratingof

Viridian

is21%?Among

Viridian

enthusiasts,61%

fallunderthe

high-income

category?Viridian

ranksoutside

the

Top

10

inconsumption?Consumers

want

theirorganicfood

brandstohavehonesty

/trustworthiness,

authenticity,andsustainability?Interms

of

loyalty,Viridian

is

outsidethe

Top

10

inthe

United

Kingdom?Viridian

hasascore

of8%

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.4Loyalty

is

the

highest

scoring

KPI

for

Viridian

at

65%Brand

profile:

snapshotBrand

performance

of

ViridianintheUnited

Kingdom65%21%18%16%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=203,

respondents

who

know

the

individual

brand

(popularity),

n=203,

respondentswho

know

the

individual

brand

(consumption),

n=37,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=203,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viridian’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeViridian

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatViridian

islikedby0%

of

Babyboomers

and12%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

27%,

respectively.37%27%26%ForMillennials

andGen

Z,

47%

and

42%

feel

positivelytowards

Viridian,versus

37%

and26%.

So

currently,

forViridian,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%10%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Viridian

enthusiast,

n=845,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viridian

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Viridian

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Viridian

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.19%47%53%49%51%53%

ofmen

likeViridian

compared

to47%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

consume

organicfood

compared

to

49%

of

women.88%74%19%

ofViridian

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

organic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Viridianenthusiast,

n=845,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Viridian

enthusiasts,

61%

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.14%19%Single40%9%CoupleSingleparentNuclear61%

ofViridian

enthusiastsarefromhigh-income

households.Viridian’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

26%

ofViridianenthusiastshavethiscurrent

livingsituation.21%61%9%10%33%30%33%27%Multi-generational2%2%18%26%ExtendedOther14%21%7%3%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

organicfood,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Viridian

enthusiast,

n=845,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

organic

foodbrands

to

have

honesty

/

trustworthiness,authenticity,

and

sustainabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

organic

food

brandsFororganic

food,thetopthree

qualitiesconsumers

want

fromabrandarehonesty

/trustworthiness,

authenticity,andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Viridian

consumers

alsoappreciatethese

key

attributes,indicatingViridianexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatViridian

enthusiastsareleast

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityViridian

should

work

on

promoting

thrill/excitement

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

organicfood,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

organic

food,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

organicfood,

whichofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=37,

Viridian

consumers’,n=43,

Viridian

enthusiast,

n=845,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Viridian

fans,

63%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?63%58%51%51%47%44%35%27%25%25%22%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutorganicfood

productsIliketotalkabouttopicsrelating

toorganic

foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

organic

fooddo

youagree

with?”;

Multi

Pick;

“When

it

comes

toorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Viridian

enthusiast,

n=845,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1165%

of

Viridian

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

intheUnitedKingdomis28%.

Awarenessof

Viridian,however,

is

at16%.Awareness21%

ofUK

organicfood

consumers

say

theylikeViridian,compared

to

anindustryaverage

brandpopularity

of33%.18%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Viridian,with

the

average

consumptionof

abrand

at30%.BuzzPopularity65%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Viridian

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

8%

comparedto22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Organic

food‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=203,

respondents

who

know

the

individual

brand

(popularity),

n=203,

respondentswho

know

the

individual

brand

(consumption),

n=37,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=203,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viridian

ranks

outside

the

Top

10

in

awareness

within

the

organic

foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofViridianRank#

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.1Yeo

Valley

Organic69%50%34%29%28%25%25%23%23%23%16%2Ella's

KitchenMeridianBiona345MarigoldA.VogelUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67ORGAN365byWholeFoodsMarket8Outofallrespondents,

16%

were

aware

of

Viridian.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.84%9BiofairAwarenessN/A10granoVita13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Viridian

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofViridianRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Yeo

Valley

Organic59%47%42%35%34%34%32%31%31%30%21%2Ella's

KitchenMeridian34Green

CityEversfield

OrganicMarigoldOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

Viridian.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567ClearspringBiofair879%9BionaPopularityN/A10ORGAN14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=203,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viridian

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofViridianRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

organic

food,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Yeo

Valley

Organic18%2Ella's

KitchenMeridian36%334%Outofconsumers

who

knew

thebrand,

18%

saidtheyconsumed

Viridian.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4Marigold33%5Eversfield

OrganicClearspringGreen

CityORGAN33%631%730%829%82%9granoVitaBiofair28%UsageN/A1027%15

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=203,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Viridian

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofViridian’sconsumersRank#

BrandLoyalty

%92%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.1Yeo

Valley

Organic2Meridian90%3Ella's

Kitchen82%35%4365byWholeFoods

Market

81%5granoVitaGreen

CityORGANBiofair77%75%74%74%69%67%6Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

organic

food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.65%789MarigoldBionaOutofrespondents

whohaveconsumed

Viridian,

65%saidthey

would

consume

the

brandagain.LoyaltyN/A1016

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=37,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viridian

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofViridianRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1Biofair2Ella's

KitchenClearspringYeo

Valley

OrganicgranoVita27%325%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutViridian

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.425%525%6Eversfield

OrganicMarigold25%723%8Meridian22%92%Buzz9A.Vogel21%N/A10365byWholeFoods

Market

21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=203,

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

andunlock