CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

UrbanPlatter

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.

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

UrbanPlatter’s

performance

inthe

salty

snackmarket.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,

asofDecember202476%

of

Urban

Platter

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??UrbanPlatter’sbrandingresonates

more

with?UrbanPlatterranksoutside

the

Top

10

inawarenessMillennialswithin

the

saltysnack

market?UrbanPlattergenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

UrbanPlatteris32%?UrbanPlatterranksoutside

the

Top

10

in?Among

UrbanPlatterenthusiasts,52%

fallunderthe

consumptionhigh-income

category?Interms

of

loyalty,UrbanPlatteris

seventh

inIndia?UrbanPlatterhasascore

of19%

formedia

buzz?Consumers

want

theirsaltysnackbrandstohavehonesty

/trustworthiness,

authenticity,andhigh

value3Sources:

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

Urban

Platter

at

76%Brand

profile:

snapshotBrand

performance

of

UrbanPlatter

inIndia76%47%32%30%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=592,

respondents

who

know

the

individual

brand

(popularity),

n=592,

respondentswho

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=592,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Urban

Platter’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%46%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUrbanPlatterbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatUrbanPlatterislikedby0%

of

Babyboomers

and14%of

Gen

Xers,whereas

the

total

shareof

industryusersis0%

and12%,

respectively.37%ForMillennials

andGen

Z,

48%

and

37%

feel

positivelytowards

Urban

Platter,versus

42%

and46%.

Socurrently,

forUrbanPlatter,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.14%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=188,

UrbanPlatter

enthusiast,

n=1,240,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Urban

Platter

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

UrbanPlattershows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.15%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

UrbanPlatterhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.22%40%60%48%52%52%

ofmen

likeUrbanPlattercomparedto48%

of

women,

whereas

fortheoverall

industry,60%

ofmen

consumesaltysnacks

compared

to40%

ofwomen.74%22%

ofUrban

Platterenthusiastsconsider

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

salty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=188,

UrbanPlatterenthusiast,

n=1,240,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Urban

Platter

enthusiasts,

52%

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.2%3%Single37%3%6%CoupleSingleparentNuclear52%

ofUrban

Platterenthusiastsarefrom

high-income

households.UrbanPlatter’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,36%

ofUrban

Platterenthusiastshavethiscurrent

living

situation.52%2%5%26%21%30%33%25%Multi-generational36%27%30%ExtendedOther36%23%2%2%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=188,

UrbanPlatterenthusiast,

n=1,240,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

honesty

/

trustworthiness,authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandarehonesty

/trustworthiness,

authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%UrbanPlatterconsumers

alsoappreciatethese

key

attributes,indicatingUrbanPlatterexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatUrbanPlatterenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityUrbanPlattershould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=180,

UrbanPlatterconsumers’,

n=188,

UrbanPlatterenthusiast,

n=1,240,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Urban

Platter

fans,

62%

state

that

they

get

excited

about

salty

snackproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?62%62%61%56%54%45%44%43%43%40%39%30%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=188,

UrbanPlatterenthusiast,

n=1,240,

saltysnack

consumersSources:

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

Urban

Platter

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

inIndiais76%.

Awareness

ofUrbanPlatter,however,

is

at47%.Awareness32%

ofIndiansaltysnackconsumers

say

theylikeUrbanPlatter,compared

to

anindustryaverage

brandpopularity

of53%.30%

ofindustryconsumers

inIndiasaythey

consumeUrbanPlatter,with

the

average

consumption

of

abrandat50%.BuzzPopularity76%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of79%.UrbanPlatterhasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

43%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=592,

respondents

who

know

the

individual

brand

(popularity),

n=592,

respondentswho

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=592,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Urban

Platter

ranks

outside

the

Top

10

in

awareness

within

the

salty

snackmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUrban

PlatterRank#

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.1Lay's97%96%95%90%78%78%70%70%64%48%2Parle's3Bingo!4Haldiram'sBalaji

WafersBikaji47%553%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Bikano8Yellow

DiamondBikanervalaChhedda'sOutofallrespondents,

47%

were

aware

of

UrbanPlatter.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

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

Urban

Platter

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUrban

PlatterRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lay's79%76%73%61%54%53%43%42%35%32%2Haldiram'sBingo!32%34Parle'sOutofconsumers

who

knew

thebrand,

32%

saidtheyliked

UrbanPlatter.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.5Bikaji6Balaji

WafersBikano768%8BikanervalaYellow

DiamondUrban

Platter9PopularityN/A1014

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=592,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Urban

Platter

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofUrbanPlatterRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Lay's2Haldiram'sBingo!72%30%368%Outofconsumers

who

knew

thebrand,

30%

saidtheyconsumed

UrbanPlatter.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4Parle's58%5Balaji

WafersBikaji49%649%7Bikano43%70%8BikanervalaYellow

DiamondChhedda's38%938%UsageN/A1034%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=592,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Urban

Platter

is

seventh

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUrban

Platter’s

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.1Haldiram'sLay's24%288%3Balaji

WafersParle's82%482%5Bingo!81%6Bikaji78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Urban

PlatterChhedda'sBikanervalaYellow

Diamond76%76%875%973%Outofrespondents

whohaveconsumed

UrbanPlatter,76%

saidtheywould

consume

thebrandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Urban

Platter

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUrban

PlatterRank#

BrandBuzz%72%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Lay's19%2Bingo!66%3Haldiram'sParle's62%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutUrban

Platterinthemedia.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.454%5Bikaji46%6Balaji

WafersBikanervalaBikano44%735%833%81%9Chhedda'sUrban

Platter27%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=592,

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

andunloc