CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Concord

in

the

United

StatesConsumer

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

Concord’s

performance

inthepetsupplyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202456%

of

Concord

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Concord’s

branding

resonates

more

with

Millennials?Concord

generally

appealstomen

more

than

women?Concord

ranksoutsidetheTop10

inawarenesswithin

the

pet

supplyonline

shopmarket?Thepopularity

ratingof

Concord

is29%?Concord

rankssixthinusage?Among

Concord

enthusiasts,60%

fallunderthehigh-income

category?Consumers

want

theirpetsupplyonline

shopbrands

?Interms

of

loyalty,Concord

isoutsidetheTop10

intohavehonesty

/trustworthiness,

friendliness,

andreliabilitythe

United

States?Concord

hasascore

of

28%

for

media

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

Concord

at

56%Brand

profile:

snapshotBrand

performance

of

Concord

intheUnitedStates56%29%28%25%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=201,

respondents

who

know

the

individual

brand

(popularity),

n=201,respondents

who

know

the

individual

brand

(usage),

n=50,

respondents

who

have

used

the

individual

brand

(loyalty),

n=201,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Concord’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

likeConcord

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatConcord

islikedby0%

ofBaby

boomers

and

19%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and

26%,

respectively.39%33%28%26%19%ForMillennials

andGen

Z,

48%

and

33%

feel

positivelytowards

Concord,

versus

39%

and

28%.

Socurrently,forConcord,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.7%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=58,

Concord

enthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Concord

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Concord

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Concord

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.24%76%49%51%76%

ofmen

likeConcord

compared

to24%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

usepetsupplyonlineshopscompared

to

49%

ofwomen.86%10%

ofConcord

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

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=58,Concord

enthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Concord

enthusiasts,

60%

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.17%Single25%35%12%CoupleSingleparentNuclear60%

ofConcord

enthusiastsare

fromhigh-income

households.Concord’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

29%

of

Concordenthusiastshavethiscurrent

livingsituation.19%60%14%11%29%34%31%20%Multi-generational5%3%23%16%15%ExtendedOther16%7%7%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=58,

Concord

enthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

honesty

/trustworthiness,

friendliness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessfriendliness,

andreliability.40%20%0%Concord

users

alsoappreciate

these

keyattributes,indicating

Concord

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatConcord

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityConcord

shouldwork

onpromotinginnovation

to

convert

enthusiastsintoowners.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=50,

Concord

users’,n=58,

Concordenthusiast,

n=874,

pet

supply

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Concord

fans,

41%

state

that

they

get

excited

about

pet

supply

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?50%48%48%41%38%

38%28%28%26%25%24%23%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=58,

Concordenthusiast,n=874,

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.1156%

of

Concord

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinthe

United

Statesis37%.Awareness

ofConcord,

however,

isat16%.Awareness28%

ofU.S.

petsupplyonline

shopusers

saytheylikeConcord,

compared

toanindustryaverage

brandpopularity

of31%.25%

ofindustryusers

intheUnitedStatessaythey

useConcord,

withtheaverage

usageof

abrandat25%.BuzzPopularity56%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Concord

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=201,

respondents

who

know

the

individual

brand

(popularity),

n=201,respondents

who

know

the

individual

brand

(usage),

n=50,

respondents

who

have

used

the

individual

brand

(loyalty),

n=201,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Concord

ranks

outside

the

Top

10

in

awareness

within

the

pet

supply

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofConcordRank#

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.1PetSmart89%83%83%73%38%30%30%27%25%20%16%2Chewy3Petco4TEMU5Pet

SuppliesPlusPet

Depotpet

food

expressPetsenseUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

16%

were

aware

of

Concord.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.84%9Pet

SupermarketPetPeopleAwarenessN/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

Concord

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofConcordRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Chewy59%55%47%31%30%30%29%29%28%27%2PetSmart29%3Petco4Pet

DepotHollywoodFeedChuck&Don'sPet

SupermarketConcordOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Concord.

Thisranksthemeighth

compared

toother

brandssurveyed

inthismarket.56771%89MudBayPopularityN/A10Kahoots14

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=201,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Concord

ranks

sixth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofConcordRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Chewy2PetSmart38%25%3HollywoodFeedPetco34%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

Concord.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.432%5Chuck&Don'sConcord26%625%7Pet

DepotKRISER'S25%75%824%9Pet

SupermarketKahoots23%UsageN/A1023%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=201,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Concord

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofConcord’s

consumersRank#

BrandLoyalty

%90%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.1Chewy2PetSmart87%3Petco84%4TEMU81%44%5MudBay76%56%6PetPeoplePet

SuppliesPlusPetsense75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%874%9Pet

SupermarketChuck&Don's73%Outofrespondents

whohaveused

Concord,

56%

saidthey

would

usethebrand

again.LoyaltyN/A1071%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=50,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Concord

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofConcordRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Chewy2PetSmartPetco38%28%332%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutConcord

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4TEMU30%5Concord28%6HollywoodFeedChuck&Don'sKahoots28%727%72%824%9Pet

DepotPet

Supermarket23%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=201,

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

andunlocknewgrowth