CONSUMER&

BRANDBrandKPIs

for

spreads:

Smucker

’s

inthe

United

StatesConsumer

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

Smucker’s

performance

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,

asofNovember202489%

ofSmucker’s

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Smucker’s

brandingresonates

more

with

Gen

X?Smucker’s

rankssixthinawareness

withinthespreadmarket?Smucker’s

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Smucker’s

is

53%?Smucker’s

rankssecond

inconsumption?Among

Smucker’s

enthusiasts,34%

fallunderthehigh-income

category?Interms

of

loyalty,Smucker’s

issecond

inthe

United?Consumers

want

theirspread

brandstohavehighStatesvalue,reliability,

and

authenticity?Smucker’s

hasascore

of

20%

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

for

Smucker’s

at

89%Brand

profile:

snapshotBrand

performance

of

Smucker’sinthe

UnitedStates89%84%53%43%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spreads

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,041,

respondents

who

know

the

individual

brand

(popularity),

n=1,041,

respondentswho

know

the

individual

brand

(consumption),

n=447,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,041,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Smucker’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSmucker’s

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatSmucker’s

islikedby14%

of

Babyboomers

and

37%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

29%,

respectively.29%26%16%ForMillennials

andGen

Z,

34%

and

16%

feel

positivelytowards

Smucker’s,

versus

35%

and

26%.

Socurrently,forSmucker’s,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.14%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospreads,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=552,

Smucker’senthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Smucker’s

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Smucker’s

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%86%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Smucker’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofwomen

likeSmucker’s

comparedto47%

of

men,whereas

fortheoverallindustry,51%

of

men

consume

spreadscompared

to

49%

of

women.86%12%

ofSmucker’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

amongindustryusers

overall.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=552,

Smucker’senthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Smucker’s

enthusiasts,

34%

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.25%24%Single34%34%17%15%CoupleSingleparentNuclear34%

ofSmucker’s

enthusiastsarefromhigh-income

households.Smucker’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

17%

ofSmucker’senthusiastshavethiscurrent

livingsituation.11%11%21%21%37%36%30%Multi-generational5%5%17%19%29%ExtendedOther4%6%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=552,

Smucker’senthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

spread

brands

to

have

high

value,

reliability,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

spread

brandsForspreads,

the

top

three

qualitiesconsumers

want

fromabrandare

highvalue,reliability,

and

authenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessSmucker’s

consumers

alsoappreciatethese

key

attributes,indicatingSmucker’s

exudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatSmucker’s

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivitySmucker’s

shouldwork

onpromotingcoolness

toconvert

enthusiastsintoowners.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=447,

Smucker’sconsumers’,n=552,

Smucker’senthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Smucker’s

fans,

19%

state

that

they

get

excited

about

spread

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspreadsingeneral?38%32%22%21%20%20%

20%19%19%18%17%16%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=552,

Smucker’senthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1189%

ofSmucker’s

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spreads,

the

average

awareness

ofabrandinthe

United

Statesis50%.

Awareness

ofSmucker’s,

however,

is

at84%.Awareness53%

ofU.S.

spread

consumers

say

theylike

Smucker’s,compared

to

anindustryaverage

brandpopularity

of35%.43%

ofindustryconsumers

intheUnited

Statessaythey

consume

Smucker’s,

with

the

averageconsumption

ofabrandat28%.BuzzPopularity89%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Smucker’s

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Spreads

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,041,

respondents

who

know

the

individual

brand

(popularity),

n=1,041,

respondentswho

know

the

individual

brand

(consumption),

n=447,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,041,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Smucker’s

ranks

sixth

in

awareness

within

the

spread

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSmucker’sRank#

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.1Reese's90%90%88%87%85%84%75%46%41%39%16%2Jif3Nutella4PhiladelphiaSkippy5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Smucker'sPeter

PanTillamookSabra78Outofallrespondents,

84%

were

aware

of

Smucker’s.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.84%N/A9Awareness10Lotus

Biscoff13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

ofSmucker’s

is

53%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSmucker’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Jif62%53%50%48%48%47%44%31%31%31%2Smucker'sSkippy34NutellaPhiladelphiaReese'sPeter

PanTillamookSabra47%Outofconsumers

who

knew

thebrand,

53%

saidtheyliked

Smucker’s.

Thisranksthem

second

compared

toother

brandssurveyed

inthismarket.553%6789PopularityN/A10Justin's14

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,041,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Smucker’s

ranks

second

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSmucker’sRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spreads,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Jif2Smucker'sPhiladelphiaNutella43%341%Outofconsumers

who

knew

thebrand,

43%

saidtheyconsumed

Smucker’s.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.439%43%5Skippy36%57%6Reese's33%7BonneMamanPeter

PanJustin's31%830%926%UsageN/A10Local

Hive25%15

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,041,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Smucker’s

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSmucker’sconsumersRank#

BrandLoyalty

%89%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.1Philadelphia11%2Smucker'sReese'sJif89%386%486%5Skippy85%6NutellaTillamookAlouetteSabra84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spreads,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.784%883%89%N/A983%Outofrespondents

whohaveconsumed

Smucker’s,89%

saidthey

would

consume

the

brandagain.Loyalty10Peter

Pan80%16

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:

n=447,

respondents

who

have

consumed

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Smucker’s

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSmucker’sRank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nutella20%2Jif33%3BonneMamanPhiladelphiaReese's31%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutSmucker’s

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.427%527%6Fresh

CravingsLocal

HiveSmucker'sSkippy24%720%820%80%919%BuzzN/A10Lotus

Biscoff19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,041,

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.?

Identifyandunderstand