CONSUMER&

BRANDBrandKPIs

for

DIY

&

garden

onlineshops:

mein

sch?ner

Garten

inGermanyConsumer

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

mein

sch?ner

Garten’sperformance

inthe

DIY&garden

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

mein

sch?ner

Garten

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??mein

sch?ner

Garten’s

brandingresonates

more

with

?mein

sch?ner

Garten

ranksninth

inawareness

withinBaby

Boomersthe

DIY

&garden

online

shopmarket?mein

sch?ner

Garten

generally

appealsto

women?Thepopularity

ratingof

mein

sch?ner

Garten

is23%more

than

men?mein

sch?ner

Garten

ranksoutside

the

Top

10

in?Among

mein

sch?ner

Garten

enthusiasts,43%

fallusageunderthe

high-income

category?Interms

of

loyalty,mein

sch?ner

Garten

istenthin?Consumers

want

theirDIY&gardenonline

shopGermanybrandstohavehighvalue,reliability,

and

friendliness?mein

sch?ner

Garten

hasascore

of

8%

formediabuzz3Sources:

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

mein

sch?ner

Garten

at

74%Brand

profile:

snapshotBrand

performance

of

mein

sch?nerGarten

inGermany74%38%23%11%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=476,

respondents

who

know

the

individual

brand

(popularity),

n=476,respondents

who

know

the

individual

brand

(usage),

n=50,

respondents

who

have

used

the

individual

brand

(loyalty),

n=476,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024mein

sch?ner

Garten’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likemein

sch?ner

Garten

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatmein

sch?ner

Garten

islikedby18%

ofBaby

boomers

and

33%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is12%

and29%,

respectively.33%29%24%18%ForMillennials

andGen

Z,

40%

and

9%

feel

positivelytowards

mein

sch?ner

Garten,versus

35%

and

24%.

Socurrently,

formein

sch?ner

Garten,BabyBoomersconnect

most

with

theirbrand

compared

tothe

overallindustryuser.12%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoDIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=108,

mein

sch?ner

Gartenenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024mein

sch?ner

Garten

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

mein

sch?ner

Gartenshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

mein

sch?ner

Garten

hasasimilar

proportion

of

LGBTQIA+49%51%62%62%

ofwomen

likemein

sch?ner

Gartencompared

to

38%

of

men,whereas

forthe

overall

industry,51%

of

men

useDIY&garden

online

shopscompared

to49%of

women.86%90%consumers

when

compared

totheindustryusers

ingeneral.6%

of

mein

sch?ner

Garten

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.38%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

DIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=108,mein

sch?ner

Gartenenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

mein

sch?ner

Garten

enthusiasts,

43%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%26%Single35%26%24%43%CoupleSingleparentNuclear43%

ofmein

sch?ner

Garten

enthusiastsarefrom

high-income

households.mein

sch?ner

Garten’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,33%

ofmein

sch?ner

Gartenenthusiastshavethiscurrent

livingsituation.12%9%33%26%34%31%30%Multi-generational2%2%3%ExtendedOther27%10%4%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

DIY&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=108,

mein

sch?ner

Gartenenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

DIY

&

garden

online

shop

brands

to

have

high

value,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

DIY&gardenonline

shop

brandsForDIY

&garden

online

shops,thetopthree

qualitiesusers

want

from

abrandarehighvalue,reliability,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%mein

sch?ner

Garten

users

alsoappreciate

these

key

attributes,indicating

mein

sch?ner

Garten

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatmein

sch?ner

Gartenenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessmein

sch?ner

Garten

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toDIY

&gardenonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=50,

mein

sch?ner

Gartenusers’,n=108,

mein

sch?ner

Gartenenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

mein

sch?ner

Garten

fans,

41%

state

that

they

get

excited

about

DIY

&garden

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofDIY&garden

online

shopsingeneral?41%40%37%35%34%29%24%23%23%22%17%

17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustDIY&gardenonlineshopstopicsrelating

toDIY&gardenonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

DIY&gardenonline

shops

do

youagreewith?”;

Multi

Pick;“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=108,

mein

sch?nerGartenenthusiast,

n=964,

DIY&gardenonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

mein

sch?ner

Garten

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

DIY

&garden

onlineshops,theaverage

awareness

of

abrandinGermany

is50%.Awareness

ofmein

sch?ner

Garten,however,

isat38%.Awareness23%

ofGerman

DIY&garden

online

shopusers

saythey

likemein

sch?ner

Garten,compared

toanindustryaverage

brand

popularity

of30%.BuzzPopularity11%

ofindustryusers

inGermany

say

theyusemeinsch?ner

Garten,

withtheaverage

usageof

abrandat20%.74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.mein

sch?ner

Garten

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

8%

compared

to19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:DIY&gardenonline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=476,

respondents

who

know

the

individual

brand

(popularity),

n=476,respondents

who

know

the

individual

brand

(usage),

n=50,

respondents

who

have

used

the

individual

brand

(loyalty),

n=476,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024mein

sch?ner

Garten

ranks

ninth

in

awareness

within

the

DIY

&

garden

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofmeinsch?nerGartenRank#

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.1OBI91%87%85%84%79%70%65%62%38%27%2BAUHAUS3HORNBACHtoom38%45hagebaumarktTEMUUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.662%7Globus

BaumarktDehner8Outofallrespondents,

38%

were

aware

of

meinsch?ner

Garten.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9meinsch?ner

GartenBALDUR-GartenAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

mein

sch?ner

Garten

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofmeinsch?nerGartenRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1OBI54%45%41%35%34%33%33%32%31%25%23%2BAUHAUS3HORNBACHDehner4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

mein

sch?ner

Garten.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5hagebaumarkttoom67G?rtner

P?tschkeGlobus

BaumarktBALDUR-Gartengarten&freizeit.de77%89PopularityN/A1014

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=476,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024mein

sch?ner

Garten

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofmeinsch?nerGartenRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

DIY

&garden

onlineshops,which

of

the

following

brandshaveyou

usedinthepast12

months?”.1OBI11%2BAUHAUSHORNBACHG?rtner

P?tschkeTEMU30%325%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

mein

sch?ner

Garten.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.424%523%6Dehner22%7Contorionhagebaumarktgarten&freizeit.detoom21%820%89%920%UsageN/A1020%15

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;

Base:

n=476,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

mein

sch?ner

Garten

is

tenth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofmeinsch?nerGarten’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,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.1BALDUR-Garten2OBI86%26%3HORNBACHBAUHAUStoom85%484%583%6Globus

BaumarktDehner81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

DIY

&gardenonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.778%74%8TEMU77%9hagebaumarktmeinsch?ner

Garten77%Outofrespondents

whohaveused

mein

sch?nerGarten,74%

saidthey

would

usethebrandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

DIY&gardenonline

shops,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

MultiPick;Base:

n=50,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024mein

sch?ner

Garten

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofmeinsch?nerGartenRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1OBI2HORNBACHBAUHAUSgarten&freizeit.deTEMU35%333%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutmein

sch?ner

Garten

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.425%524%6Contorionhagebaumarkttoom24%719%818%92%9G?rtner

P?tschkeDehner17%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=476,

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.