CONSUMER&

BRANDBrandKPIs

for

spreads:

Tia

Ofilia

inMexicoConsumer

Insights

reportNovember2024Discover

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

TiaOfilia’sperformance

inthespread

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,

asofNovember202474%

of

Tia

Ofilia

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TiaOfilia’sbrandingresonates

more

with

Millennials?TiaOfiliaranksoutside

the

Top

10

inawarenesswithin

the

spread

market?TiaOfiliagenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

TiaOfiliais14%?Among

TiaOfiliaenthusiasts,48%

fallunderthe

high-

?TiaOfiliaranksoutside

the

Top

10

inconsumptionincome

category?Interms

of

loyalty,TiaOfiliaisoutsidethe

Top

10

in?Consumers

want

theirspread

brandstohaveMexicoreliability,

authenticity,and

honesty

/trustworthiness?TiaOfiliahasascore

of11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

forTia

Ofilia

at

74%Brand

profile:

snapshotBrand

performance

of

TiaOfiliainMexico74%17%16%14%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spreads

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=205,

respondents

who

know

the

individual

brand

(popularity),

n=205,

respondents

whoknow

the

individual

brand(consumption),

n=34,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=205,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Tia

Ofilia’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTiaOfiliabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatTiaOfiliaislikedby

3%

of

Baby

boomers

and17%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and24%,

respectively.37%35%31%24%ForMillennials

andGen

Z,

48%

and

31%

feel

positivelytowards

TiaOfilia,versus

37%

and35%.

So

currently,forTiaOfilia,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.17%4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospreads,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=29,

TiaOfilia

enthusiast,

n=1,223,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Tia

Ofilia

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TiaOfiliashows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TiaOfiliahasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%55%55%

ofwomen

likeTiaOfiliacomparedto45%

of

men,whereas

fortheoverallindustry,51%

of

women

consumespreadscompared

to49%

of

men.90%89%7%

of

TiaOfiliaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

spreads,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=29,

Tia

Ofilia

enthusiast,n=1,223,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Tia

Ofilia

enthusiasts,

48%

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.21%Single9%34%17%14%CoupleSingleparentNuclear48%48%

ofTia

Ofiliaenthusiastsare

fromhigh-income

households.TiaOfilia’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

21%

of

TiaOfiliaenthusiastshavethiscurrent

livingsituation.10%6%34%32%28%34%26%Multi-generational14%10%3%ExtendedOther26%24%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

spreads,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=29,

TiaOfilia

enthusiast,

n=1,223,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

spread

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

spread

brandsForspreads,

the

top

three

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TiaOfiliaconsumers

alsoappreciatethese

key

attributes,indicatingTiaOfiliaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTiaOfiliaenthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityTiaOfiliashould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

spreads,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tospreads,

which

of

the

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tospreads,

which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=34,

Tia

Ofilia

consumers’,

n=29,

Tia

Ofilia

enthusiast,

n=1,223,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Tia

Ofilia

fans,

31%

state

that

they

get

excited

about

spread

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspreadsingeneral?48%46%45%41%38%31%25%20%18%16%11%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

spread

products

topicsrelating

tospreadsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

spreads

do

youagreewith?”;

Multi

Pick;“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=29,

Tia

Ofilia

enthusiast,

n=1,223,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Tia

Ofilia

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spreads,

the

average

awareness

ofabrandinMexico

is54%.

Awareness

of

TiaOfilia,however,

is

at16%.Awareness14%

ofMexican

spread

consumers

saytheylikeTiaOfilia,compared

to

anindustryaverage

brandpopularity

of40%.17%

ofindustryconsumers

inMexico

say

theyconsume

TiaOfilia,withtheaverage

consumption

ofabrandat34%.BuzzPopularity74%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.TiaOfiliahasbeen

noticed

less

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

11%

comparedto26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Spreads

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,250,

all

respondents

(awareness),

n=205,

respondents

who

know

the

individual

brand

(popularity),

n=205,

respondents

whoknow

the

individual

brand(consumption),

n=34,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=205,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Tia

Ofilia

ranks

outside

the

Top

10

in

awareness

within

the

spread

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTiaOfiliaRank#

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.1Nutella97%96%95%95%93%88%74%57%53%48%16%2LaLecheraPhiladelphiaMcCormickDe

laRosaClemente

JacquesCremino345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678CarlotaOutofallrespondents,

16%

were

aware

of

TiaOfilia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.84%9CheezWizAladinoAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Tia

Ofilia

is

14%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTiaOfiliaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LaLecheraNutella83%79%74%71%56%49%48%43%42%36%14%23PhiladelphiaMcCormickDe

laRosaCremino4Outofconsumers

who

knew

thebrand,

14%

saidtheyliked

TiaOfilia.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567Aladino8Clemente

JacquesCheezWizCarlota86%9PopularityN/A1014

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=205,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Tia

Ofilia

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTiaOfiliaRank#

BrandUsage

%77%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spreads,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1LaLecheraMcCormickPhiladelphiaNutella17%270%370%Outofconsumers

who

knew

thebrand,

17%

saidtheyconsumed

TiaOfilia.ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.467%5De

laRosaAladino45%637%7Clemente

JacquesCremino37%834%83%9Skippy26%UsageN/A10Carlota26%15

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=205,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Tia

Ofilia

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTiaOfilia’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.1Philadelphia2LaLecheraMcCormickNutella89%26%389%489%5Aladino80%6De

laRosaViolife78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spreads,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%74%8Obela78%9Skippy78%Outofrespondents

whohaveconsumed

TiaOfilia,74%

saidthey

would

consume

the

brandagain.LoyaltyN/A10CheezWiz77%16

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:

n=34,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Tia

Ofilia

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTiaOfiliaRank#

BrandBuzz%68%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McCormickLaLecheraNutella11%265%360%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutTia

Ofiliain

themedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4PhiladelphiaClemente

JacquesDe

laRosaCarlota55%539%633%718%8CheezWizAladino18%89%917%BuzzN/A10Cremino17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=205,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

I