CONSUMER&

BRANDBrandKPIs

for

organic

food:

Plamil

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

Plamil’sperformance

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

202466%

of

Plamil

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Plamil’sbrandingresonates

more

withMillennials?Plamilgenerally

appealsto

men

more

than

women?PlamilranksoutsidetheTop10

inawareness

withinthe

organic

food

market?Thepopularity

ratingof

Plamilis

20%?Among

Plamilenthusiasts,46%

fallunderthehigh-income

category?PlamilranksoutsidetheTop10

inconsumption?Consumers

want

theirorganicfood

brandstohavehonesty

/trustworthiness,

authenticity,andsustainability?Interms

of

loyalty,Plamil

isoutsidetheTop10

intheUnited

Kingdom?Plamilhasascore

of

14%

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

Plamil

at

66%Brand

profile:

snapshotBrand

performance

of

Plamil

intheUnited

Kingdom66%20%18%17%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=206,

respondents

who

know

the

individual

brand

(popularity),

n=206,

respondentswho

know

the

individual

brand

(consumption),

n=38,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=206,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Plamil’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations56%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePlamil

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatPlamil

islikedby2%

of

Babyboomers

and

5%

of

GenXers,

whereas

thetotalshareof

industryusers

is10%and27%,

respectively.37%37%27%26%ForMillennials

andGen

Z,

56%

and

37%

feel

positivelytowards

Plamil,versus

37%

and

26%.

Socurrently,

forPlamil,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%5%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=41,

Plamil

enthusiast,

n=845,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Plamil

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Plamil

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Plamilhasahigher9%15%44%56%49%51%56%

ofmen

likePlamil

compared

to44%of

women,

whereas

forthe

overallindustry,51%

of

men

consume

organicfood

compared

to

49%

of

women.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.88%83%15%

ofPlamil

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=41,

Plamilenthusiast,

n=845,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Plamil

enthusiasts,

46%

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.10%Single19%40%15%46%CoupleSingleparentNuclear46%

ofPlamil

enthusiastsarefrom

high-income

households.Plamil’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anextended

household,

27%

ofPlamilenthusiastshavethiscurrent

livingsituation.21%12%10%32%30%33%27%38%Multi-generational2%2%27%ExtendedOther14%16%2%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=41,

Plamil

enthusiast,

n=845,

organicfood

consumersSources:

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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%However,

forPlamil

consumers

the

top

3attributesthey

actuallywant

arehighvalue,exclusivity,

and

friendliness.SocialresponsibilityCoolnessThequalitiesthatPlamilenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityPlamil

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=38,

Plamil

consumers’,n=41,

Plamil

enthusiast,

n=845,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Plamil

fans,

63%

state

that

they

get

excited

about

organic

food

productsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?63%61%56%51%46%46%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=41,

Plamil

enthusiast,

n=845,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

Plamil

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

intheUnitedKingdomis28%.

Awarenessof

Plamil,however,

isat17%.Awareness20%

ofUK

organicfood

consumers

say

theylikePlamil,compared

toanindustryaverage

brandpopularity

of33%.18%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Plamil,withtheaverage

consumption

ofabrandat30%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Plamil

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of14%

compared

to22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=206,

respondents

who

know

the

individual

brand

(popularity),

n=206,

respondentswho

know

the

individual

brand

(consumption),

n=38,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=206,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Plamil

ranks

outside

the

Top

10

in

awareness

within

the

organic

foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPlamilRank#

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%17%2Ella's

KitchenMeridianBiona345MarigoldA.VogelUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67ORGAN365byWholeFoodsMarket8Outofallrespondents,

17%

were

aware

of

Plamil.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.83%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

Plamil

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPlamilRank#

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%20%2Ella's

KitchenMeridian34Green

CityEversfield

OrganicMarigoldOutofconsumers

who

knew

thebrand,

20%

saidtheyliked

Plamil.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567ClearspringBiofair880%9BionaPopularityN/A10ORGAN14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=206,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Plamil

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPlamilRank#

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

Plamil.

Thisranksthemoutside

the

Top

10compared

to

other

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=206,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Plamil

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPlamil’s

consumersRank#

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%34%3Ella's

Kitchen82%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?”.66%789MarigoldBionaOutofrespondents

whohaveconsumed

Plamil,66%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=38,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Plamil

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPlamilRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Biofair14%2Ella's

KitchenClearspringYeo

Valley

OrganicgranoVita27%325%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutPlamil

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.425%525%6Eversfield

OrganicMarigold25%723%8Meridian22%86%9A.Vogel21%BuzzN/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=206,

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

andunlocknewgrowth