CONSUMER&

BRANDBrandKPIs

for

shoes:

Birkenstock

inthe

United

KingdomConsumer

Insights

reportDecember2024Discover

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Birkenstock’s

performance

inthe

shoe

market.Fieldwork:February-March

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofDecember202466%

of

Birkenstock

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Birkenstock’s

brandingresonates

more

with?Birkenstock

ranksoutside

the

Top

10

inawarenessMillennialswithin

the

shoe

market?Birkenstock

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

Birkenstock

is27%?Birkenstock

ranksninth

inownership?Among

Birkenstock

enthusiasts,45%

fallunderthehigh-income

category?Interms

of

loyalty,Birkenstock

is

outsidethe

Top

10inthe

United

Kingdom?Consumers

want

theirshoe

brandsto

havereliability,authenticity,andhonesty

/trustworthiness?Birkenstock

hasascore

of12%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Birkenstock

at

66%Brand

profile:

snapshotBrand

performance

of

Birkenstock

intheUnitedKingdom66%49%27%18%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=617,

respondents

who

know

the

individual

brand

(popularity),

n=617,

respondents

who

knowthe

individual

brand

(ownership),

n=112,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=617,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Birkenstock’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBirkenstock

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatBirkenstock

islikedby

10%

of

Babyboomers

and32%of

Gen

Xers,whereas

the

total

shareof

industryusersis11%

and29%,

respectively.32%29%26%20%ForMillennials

andGen

Z,

38%

and

20%

feel

positivelytowards

Birkenstock,

versus

33%

and26%.

Socurrently,

forBirkenstock,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoshoes,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=165,

Birkenstock

enthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Birkenstock

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Birkenstock

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Birkenstock

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%72%

ofwomen

likeBirkenstock72%compared

to

28%

of

men,whereas

forthe

overall

industry,51%

of

women

ownshoes

compared

to

49%

of

men.92%89%7%

of

Birkenstock

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.28%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

shoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=165,

Birkenstockenthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Birkenstock

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.14%18%Single33%32%19%21%45%CoupleSingleparentNuclear45%

ofBirkenstock

enthusiastsarefromhigh-income

households.Birkenstock’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

34%

of

Birkenstockenthusiastshavethiscurrent

livingsituation.12%10%34%28%26%Multi-generational4%3%35%13%15%29%ExtendedOther4%5%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

shoes,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=165,

Birkenstock

enthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

shoe

brands

to

have

reliability,

authenticity,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

shoebrandsAuthenticityForshoes,

the

topthree

qualitiesownerswant

fromabrandare

reliability,authenticity,andhonesty

/trustworthiness.60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityBirkenstock

owners

alsoappreciatethese

key

attributes,indicatingBirkenstock

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatBirkenstockenthusiastsare

least

focused

on

arecleverness

andthrill/excitement.ReliabilityExclusivityBirkenstock

should

work

on

promotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

shoes,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toshoes,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

toshoes,

which

ofthe

followingbrands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=112,

Birkenstockowners’,n=165,

Birkenstock

enthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Birkenstock

fans,

40%

state

that

they

get

excited

about

shoesBrand

profile:

attitudesWhat

doconsumersthink

ofshoesingeneral?43%40%37%28%28%28%23%22%18%16%16%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutshoesIliketotalkabouttopicsrelating

toshoesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

shoes

do

youagreewith?”;

Multi

Pick;“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=165,

Birkenstockenthusiast,

n=1,174,

shoe

ownersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

Birkenstock

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

shoes,

theaverage

awareness

of

abrandinthe

United

Kingdom

is

63%.

Awareness

ofBirkenstock,

however,

isat49%.Awareness27%

ofUK

shoeowners

saytheylikeBirkenstock,compared

to

anindustryaverage

brandpopularity

of27%.18%

ofindustryowners

inthe

United

Kingdomsaythey

own

Birkenstock,

withtheaverage

ownership

of

abrandat19%.BuzzPopularity66%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of71%.Birkenstock

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

13%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Shoes

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=617,

respondents

who

know

the

individual

brand

(popularity),

n=617,

respondents

who

knowthe

individual

brand

(ownership),

n=112,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=617,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Birkenstock

ranks

outside

the

Top

10

in

awareness

within

the

shoe

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBirkenstockRank#

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.1Nike96%95%93%90%89%87%84%82%82%80%2adidas3Puma4ReebokClarks49%551%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TimberlandConverseVans78Outofallrespondents,

49%

were

aware

ofBirkenstock.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9CrocsAwarenessN/A10Dr.

Martens13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofBirkenstock

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBirkenstockRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike59%56%42%35%33%32%31%29%28%27%2adidas27%3ConverseDr.

MartensClarks4Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

Birkenstock.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.56Puma7Vans73%8TimberlandReebokBirkenstock9PopularityN/A1014

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=617,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Birkenstock

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofBirkenstockRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

shoes,which

of

the

following

brandsdoyou

own

currently?”.1Nike18%2adidasConverseClarks50%329%Outofconsumers

who

knew

thebrand,

18%

saidtheyowned

Birkenstock.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.425%5Vans23%6Crocs21%7Dr.

MartensPuma21%820%82%9BirkenstockUGG18%UsageN/A1016%15

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=617,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Birkenstock

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBirkenstock’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nike2adidas83%34%3SteveMaddenDr.

MartensTimberlandConverseReebok78%478%577%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

shoes,

which

ofthe

following

brandsareyou

likely

to

purchaseagaininthe

future?”.66%73%78Rieker73%9Vans73%Outofrespondents

whohaveowned

Birkenstock,

66%saidthey

would

purchasethebrandagain.LoyaltyN/A10Clarks73%16

Notes:“When

it

comesto

shoes,which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=112,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Birkenstock

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBirkenstockRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike12%2adidas32%3Dr.

MartensConverseCrocs18%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutBirkenstock

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.415%515%6CheaneyPuma15%714%8Clarks14%88%9UGG13%BuzzN/A10Birkenstock12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=617,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourc