CONSUMER&

BRANDBrandKPIs

for

organic

food:

JustOrganik

in

IndiaConsumer

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

JustOrganik’sperformance

inthe

organic

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

Just

Organik

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??JustOrganik’s

branding

resonates

more

with?JustOrganik

rankstenth

inawareness

within

theMillennialsorganic

food

market?JustOrganik

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

JustOrganik

is33%?JustOrganik

ranksninth

inconsumption?Among

JustOrganik

enthusiasts,37%

fallunderthehigh-income

category?Interms

of

loyalty,JustOrganikis

outsidetheTop10inIndia?Consumers

want

theirorganic

food

brandstohavehonesty

/trustworthiness,

authenticity,andhigh

value?JustOrganik

hasascore

of33%

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

Just

Organik

at

65%Brand

profile:

snapshotBrand

performance

of

JustOrganikinIndia65%50%33%33%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,303,

all

respondents

(awareness),

n=656,

respondents

who

know

the

individual

brand

(popularity),

n=656,

respondentswho

know

the

individual

brand

(consumption),

n=205,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=656,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Just

Organik’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJustOrganikbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatJustOrganikislikedby0%

ofBaby

boomers

and18%of

Gen

Xers,whereas

the

total

shareof

industryusersis0%

and16%,

respectively.39%36%18%ForMillennials

andGen

Z,

46%

and

36%

feel

positivelytowards

JustOrganik,versus39%

and45%.

So16%currently,

forJustOrganik,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=214,

JustOrganik

enthusiast,

n=1,180,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Just

Organikgenerally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

JustOrganikshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.16%77%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

JustOrganikhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.21%41%59%47%53%53%

ofmen

likeJustOrganikcomparedto47%

of

women,

whereas

fortheoverall

industry,59%

ofmen

consumeorganic

food

compared

to41%

ofwomen.74%21%

ofJustOrganik

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

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=214,

JustOrganikenthusiast,

n=1,180,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Just

Organik

enthusiasts,

37%

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.5%3%Single33%33%34%37%4%7%CoupleSingleparentNuclear37%

ofJustOrganik

enthusiastsare

fromhigh-income

households.JustOrganik’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,31%

ofJustOrganik

enthusiastshavethiscurrent

living

situation.6%4%28%28%23%Multi-generational31%26%36%25%ExtendedOther36%2%2%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=214,

JustOrganik

enthusiast,

n=1,180,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

organic

foodbrands

to

have

honesty

/

trustworthiness,authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

organic

food

brandsFororganic

food,thetopthree

qualitiesconsumers

want

fromabrandarehonesty

/trustworthiness,

authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%JustOrganikconsumers

also

appreciatethese

key

attributes,indicatingJustOrganik

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatJustOrganikenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityJustOrganikshould

work

on

promotingreliability

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=205,

JustOrganik

consumers’,

n=214,

JustOrganik

enthusiast,

n=1,180,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Just

Organik

fans,

58%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?58%56%55%49%47%43%42%41%41%40%40%28%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=214,

JustOrganik

enthusiast,

n=1,180,

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.1165%

of

Just

Organik

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

inIndiais56%.

Awareness

ofJustOrganik,however,

is

at50%.Awareness33%

ofIndianorganicfood

consumers

say

theylikeJustOrganik,compared

to

anindustryaverage

brandpopularity

of40%.31%

ofindustryconsumers

inIndiasaythey

consumeJustOrganik,with

theaverage

consumption

ofabrandat35%.BuzzPopularity65%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.JustOrganikhasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of33%compared

to

34%.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=1,303,

all

respondents

(awareness),

n=656,

respondents

who

know

the

individual

brand

(popularity),

n=656,

respondentswho

know

the

individual

brand

(consumption),

n=205,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=656,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Just

Organik

ranks

tenth

in

awareness

within

the

organic

food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJustOrganikRank#

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.1Patanjali90%75%67%63%59%58%58%55%51%50%2Organic

IndiaPro

Nature34Organic

Tattva24Mantra

OrganicNutriorg50%50%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Pure

&SureNourish

OrganicsSriSriTattvaJust

Organik8Outofallrespondents,

50%

were

aware

of

JustOrganik.

Thisranksthemtenthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,303,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Just

Organik

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJustOrganikRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Patanjali68%57%51%48%44%42%35%35%34%33%2Organic

India24Mantra

OrganicPure

&Sure33%34Outofconsumers

who

knew

thebrand,

33%

saidtheyliked

JustOrganik.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Pro

Nature6Organic

TattvaAdyaOrganicsNutriorg67%789Nourish

OrganicsAvadataOrganicsPopularityN/A1014

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=656,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Just

Organik

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJustOrganikRank#

BrandUsage

%67%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

organic

food,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Patanjali2Organic

India24Mantra

OrganicPure

&SurePro

Nature50%31%347%Outofconsumers

who

knew

thebrand,

31%

saidtheyconsumed

JustOrganik.This

ranksthemninthcompared

to

other

brandssurveyed

inthismarket.437%537%6Organic

TattvaSriSriTattvaNutriorg35%733%69%832%9Just

OrganikAdyaOrganics31%UsageN/A1031%15

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=656,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Just

Organik

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJustOrganik’sconsumersRank#

BrandLoyalty

%86%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.1Patanjali224Mantra

OrganicOrganic

IndiaSriSriTattva82%379%35%477%5Pure

&Sure77%6Organic

TattvaSorich

OrganicsNourish

OrganicsPro

Nature74%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

organic

food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.65%772%871%971%Outofrespondents

whohaveconsumed

JustOrganik,65%

saidthey

would

consume

the

brandagain.LoyaltyN/A10AdyaOrganics69%16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=205,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Just

Organik

has

a

score

of

33%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJustOrganikRank#

BrandBuzz%69%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Patanjali2Organic

India24Mantra

OrganicOrganic

TattvaPro

Nature48%33%346%Outofconsumers

who

knew

thebrand,

33%

saidtheyhadheardaboutJustOrganik

inthe

media.

This

ranksthemseventh

compared

tootherbrandssurveyed

inthismarket.434%534%6AdyaOrganicsJust

OrganikPure

&SureAvadataOrganicsNutriorg34%67%733%833%932%BuzzN/A1031%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=656,

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-drivendecision