CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Pawfectly

made

in

IndiaConsumer

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

Pawfectly

made’s

performanceinthe

pet

supplyonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202476%

of

Pawfectly

made

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to??Pawfectly

made’s

brandingresonates

more

with

Gen

?Pawfectly

maderankssixthinawareness

within

thepetsupplyonline

shopmarketHow

doesthebrandperform

inthemarket?Z?Pawfectly

madegenerally

appealstomen

more

than

?Thepopularity

ratingof

Pawfectly

made

is32%women?Pawfectly

maderanksoutside

the

Top

10

inusage?Interms

of

loyalty,Pawfectly

madeis

sixthinIndia?Pawfectly

madehasascore

of24%

formedia

buzz?Among

Pawfectly

made

enthusiasts,38%

fallunderthe

high-income

category?Consumers

want

theirpetsupplyonline

shopbrandstohavehonesty

/trustworthiness,

friendliness,

andauthenticity3Sources:

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

Pawfectly

made

at

76%Brand

profile:

snapshotBrand

performance

of

Pawfectly

made

inIndia76%52%32%26%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=646,

respondents

who

know

the

individual

brand

(popularity),

n=646,respondents

who

know

the

individual

brand

(usage),

n=170,

respondents

who

have

used

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Pawfectly

made’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%46%45%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePawfectly

madebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatPawfectly

made

islikedby0%

ofBabyboomers

and

7%

of

Gen

Xers,whereas

thetotalshareof

industryusers

is

0%

and

12%,

respectively.ForMillennials

andGen

Z,

47%

and

46%

feel

positivelytowards

Pawfectly

made,versus

45%

and43%.

Socurrently,

forPawfectly

made,Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.12%7%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=206,

Pawfectly

made

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Pawfectly

made

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Pawfectly

madeshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Pawfectly

madehasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.17%42%58%48%52%52%

ofmen

likePawfectly

madecompared

to

48%

of

women,

whereasfortheoverall

industry,57%

of

men

usepetsupplyonline

shopscompared

to42%

ofwomen.80%17%

ofPawfectly

made

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to15%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=206,Pawfectly

made

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Pawfectly

made

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%3%Single38%40%4%5%CoupleSingleparentNuclear38%

ofPawfectly

made

enthusiastsarefrom

high-income

households.Pawfectly

made’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,42%

ofPawfectly

made

enthusiastshavethiscurrent

livingsituation.4%4%15%21%29%31%29%Multi-generational42%32%31%32%33%ExtendedOther1%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

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=206,

Pawfectly

made

enthusiast,n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

honesty

/trustworthiness,

friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessfriendliness,

andauthenticity.60%40%20%0%Pawfectly

madeusers

alsoappreciatethese

key

attributes,indicatingPawfectlymadeexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatPawfectly

madeenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityPawfectly

madeshould

work

onpromoting

friendliness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=170,

Pawfectly

made

users’,n=206,

Pawfectly

made

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Pawfectly

made

fans,

52%

state

that

they

get

excited

about

pet

supplyonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?59%58%57%53%52%50%46%44%43%43%43%34%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutpetsupply

topicsrelating

toIget

excitedIliketotalkaboutonlineshopspetsupplyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

pet

supply

online

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

topet

supply

onlineshops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=206,

Pawfectly

madeenthusiast,

n=1,025,

pet

supply

online

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.1176%

of

Pawfectly

made

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinIndiais55%.

Awareness

ofPawfectly

made,however,

isat52%.Awareness32%

ofIndianpetsupplyonlineshop

users

saytheylikePawfectly

made,

compared

toanindustryaveragebrandpopularityof

45%.26%

ofindustryusers

inIndiasaythey

usePawfectlymade,with

theaverage

usageof

abrand

at38%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Pawfectly

madehasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

39%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=646,

respondents

who

know

the

individual

brand

(popularity),

n=646,respondents

who

know

the

individual

brand

(usage),

n=170,

respondents

who

have

used

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Pawfectly

made

ranks

sixth

in

awareness

within

the

pet

supply

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPawfectly

madeRank#

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.1Drools72%65%59%59%53%52%51%51%50%49%2PetsWorld3DogSpot

MealsKennel

KitchenBARF

India448%552%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Pawfectly

madeNappets78HeadsUp

forTailsDogsee

ChewMarshalls

PetzoneOutofallrespondents,

52%

were

aware

of

Pawfectlymade.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Pawfectly

made

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPawfectly

madeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Drools64%52%50%50%49%48%42%39%39%38%2BARF

India32%3PetsWorld4Kennel

KitchenDogsee

ChewDogSpot

MealsLuvinOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

Pawfectly

made.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.56768%8Nappets9HeadsUp

forTailsMarshalls

PetzonePopularityN/A1014

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=646,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Pawfectly

made

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPawfectly

madeRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Drools2BARF

IndiaPetsWorldDogSpot

MealsKennel

KitchenDogsee

ChewLuvin46%26%345%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

Pawfectly

made.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.440%540%640%736%74%8HeadsUp

forTailsFurrMeals35%933%UsageN/A10Nappets31%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=646,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Pawfectly

made

is

sixth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPawfectly

made’sconsumersRank#

BrandLoyalty

%87%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.1Drools24%2BARF

India85%3PetsWorld84%4Luvin78%5Kennel

KitchenPawfectly

madeDogSpot

MealsDogsee

ChewNappets77%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.775%76%875%974%Outofrespondents

whohaveused

Pawfectly

made,76%

saidthey

would

usethebrand

again.LoyaltyN/A10Marshalls

Petzone73%16

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=170,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Pawfectly

made

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPawfectly

madeRank#

BrandBuzz%60%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Drools24%2BARF

India53%3Dogsee

ChewDogSpot

MealsKennel

KitchenLuvin43%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutPawfectly

made

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.443%542%639%7PetsWorld35%76%8HeadsUp

forTailsNappets35%934%BuzzN/A10Marshalls

Petzone32%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=646,

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

consumerinsigh