CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

Wotsits

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.

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

Wotsits’

performance

inthesaltysnack

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,

asofDecember202488%

of

Wotsits

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Wotsits’

branding

resonates

more

with

Gen

X?Wotsitsgenerally

appealstowomen

more

than

men?Wotsitsranksfourthinawareness

withinthesaltysnackmarket?Thepopularity

ratingof

Wotsitsis37%?Among

Wotsitsenthusiasts,34%

fallunderthe

high-income

category?Wotsitsranksoutsidethe

Top

10

inconsumption?Consumers

want

theirsaltysnackbrandstohave?Interms

of

loyalty,Wotsits

isthirdinthe

Unitedreliability,

high

value,andauthenticityKingdom?Wotsitshasascore

of

6%

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.4Awarenessis

the

highest

scoring

KPI

for

Wotsits

at

92%Brand

profile:

snapshotBrand

performance

of

Wotsits

intheUnitedKingdom92%88%37%32%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,144,

respondents

who

know

the

individual

brand

(popularity),

n=1,144,respondents

who

know

the

individual

brand

(consumption),

n=369,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,144,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wotsits’

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWotsits

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatWotsitsislikedby10%

ofBaby

boomers

and34%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

31%,

respectively.31%24%21%ForMillennials

andGen

Z,

36%

and

21%

feel

positivelytowards

Wotsits,

versus

35%

and24%.

Socurrently,

forWotsits,

Gen

Xconnects

most

withtheirbrandcompared

to

theoverall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=428,

Wotsits

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Wotsits

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Wotsits

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Wotsitshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%59%59%

ofwomen

likeWotsitscompared

to41%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

saltysnacks

compared

to49%

ofmen.90%90%8%

of

Wotsitsenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.41%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

salty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=428,

Wotsitsenthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wotsits

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.20%20%Single34%35%21%20%CoupleSingleparentNuclear34%

ofWotsits

enthusiastsare

fromhigh-income

households.Wotsits’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

14%

ofWotsitsenthusiastshavethiscurrent

livingsituation.12%11%33%29%30%35%30%Multi-generational2%2%14%12%33%ExtendedOther3%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

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=428,

Wotsits

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

reliability,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

high

value,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Wotsitsconsumers

alsoappreciate

thesekey

attributes,indicating

Wotsits

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatWotsitsenthusiastsareleast

focused

on

areinclusivenessandexclusivity.ReliabilityExclusivityWotsitsshould

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

salty

snacks,

which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=369,

Wotsits

consumers’,n=428,

Wotsits

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wotsits

fans,

33%

state

that

they

get

excited

about

salty

snack

productsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?36%33%33%30%25%24%21%20%19%18%18%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsaltysnackproductsIliketotalkabouttopicsrelating

tosaltysnacksBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

salty

snacks

do

youagree

with?”;

Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=428,

Wotsits

enthusiast,

n=1,188,

salty

snackconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1188%

of

Wotsits

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

intheUnitedKingdomis80%.

Awarenessof

Wotsits,however,

isat92%.Awareness37%

ofUK

saltysnackconsumers

say

theylike

Wotsits,compared

to

anindustryaverage

brandpopularity

of43%.32%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Wotsits,

withtheaverage

consumptionof

abrand

at36%.BuzzPopularity88%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of83%.Wotsitshasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

6%

comparedto14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Salty

snacks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,144,

respondents

who

know

the

individual

brand

(popularity),

n=1,144,respondents

who

know

the

individual

brand

(consumption),

n=369,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,144,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wotsits

ranks

fourth

in

awareness

within

the

salty

snack

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWotsitsRank#

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.8%1WalkersPringlesDoritos97%95%93%92%91%90%90%89%87%86%234Wotsits5QuaversMcCOY'SHulaHoopsRitzUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

92%

were

aware

of

Wotsits.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.92%9Jacob's

CrackersSkipsAwarenessN/A1013

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

of

Wotsits

is

37%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWotsitsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Walkers66%66%59%55%54%47%47%46%46%45%2Pringles3Doritos37%4McCOY'SOutofconsumers

who

knew

thebrand,

37%

saidtheyliked

Wotsits.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5HulaHoopsSensationsTyrrells663%78Quavers9KettleBrandMonster

MunchPopularityN/A1014

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,144,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wotsits

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofWotsitsRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Walkers2Pringles60%32%3Doritos57%Outofconsumers

who

knew

thebrand,

32%

saidtheyconsumed

Wotsits.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4McCOY'S46%5HulaHoopsJacob's

CrackersKettleBrandSensationsQuavers45%639%737%68%837%936%UsageN/A10Monster

Munch35%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,144,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Wotsits

is

third

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWotsits’

consumersRank#

BrandLoyalty

%91%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.1WalkersPringlesWotsitsTyrrellsQuaversSensationsDoritosRitz12%291%388%487%587%686%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.785%885%88%N/A9PopchipsSkips85%Outofrespondents

whohaveconsumed

Wotsits,

88%saidthey

would

consume

the

brandagain.Loyalty1083%16

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=369,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wotsits

has

a

score

of

6%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWotsitsRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.6%1Doritos2Pringles31%3Walkers30%Outofconsumers

who

knew

thebrand,

6%

saidtheyhadheardaboutWotsits

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Eat

Real21%5HulaHoopsTyrrells15%615%7McCOY'S15%8Monster

MunchSensationsJacob's

Crackers13%913%94%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,144,

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.?

Ident