CONSUMER&

BRANDBrandKPIs

for

sauces

&

condiments:Kitano

in

BrazilConsumer

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

Kitano’sperformance

inthesauce&condiment

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,

asofDecember202478%

of

Kitano

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kitano’sbrandingresonates

more

with

Gen

X?Kitano

generally

appealstowomen

more

than

men?Kitano

ranksninth

inawareness

within

the

sauce&condiment

market?Thepopularity

ratingof

Kitano

is37%?Among

Kitano

enthusiasts,35%

fallunderthe

high-income

category?Kitano

ranksoutside

the

Top

10

inconsumption?Consumers

want

theirsauce&condiment

brandstohavereliability,authenticity,andhonesty

/trustworthiness?Interms

of

loyalty,Kitano

is

outsidethe

Top

10

inBrazil?Kitano

hasascore

of13%

formedia

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

Kitano

at

84%Brand

profile:

snapshotBrand

performance

of

Kitano

inBrazil84%78%37%33%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,048,

respondents

who

know

the

individual

brand

(popularity),

n=1,048,respondents

who

know

the

individual

brand

(consumption),

n=348,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,048,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKitano

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatKitano

islikedby4%

of

Babyboomers

and33%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.33%28%27%23%ForMillennials

andGen

Z,

41%

and

23%

feel

positivelytowards

Kitano,versus

40%

and28%.

So

currently,

forKitano,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=391,

Kitano

enthusiast,

n=1,197,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kitano

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kitano

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.57%

ofwomen

likeKitano

compared

to42%

ofmen,

whereas

for

the

overallindustry,52%

of

women

consumesauces&condiments

compared

to48%of

men.52%48%58%87%10%

ofKitanoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.42%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sauces

&

condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=391,

Kitanoenthusiast,

n=1,197,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitano

enthusiasts,

35%

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.6%7%Single31%34%35%14%14%CoupleSingleparentNuclear35%

ofKitanoenthusiastsarefrom

high-income

households.Kitano’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

40%

of

Kitanoenthusiastshavethiscurrent

livingsituation.10%8%40%36%37%Multi-generational9%8%35%18%23%ExtendedOther28%2%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

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=391,

Kitano

enthusiast,

n=1,197,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sauce

&

condiment

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

sauce

&condimentbrandsForsauces

&condiments,

thetopthreequalitiesconsumers

wantfrom

abrandarereliability,

authenticity,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Kitano

consumers

alsoappreciate

thesekey

attributes,indicating

Kitano

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKitano

enthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityKitano

should

work

on

promotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sauces

&condiments,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=348,

Kitanoconsumers’,n=391,

Kitano

enthusiast,

n=1,197,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitano

fans,

45%

state

that

they

get

excited

about

sauce

&

condimentproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsauces&condimentsingeneral?55%45%42%39%37%35%33%29%27%26%25%22%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsauce&condimentproductsIliketotalkabouttopicsrelating

tosauces&condimentsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sauces

&condiments

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosauces

&condiments,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=391,

Kitano

enthusiast,n=1,197,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1178%

of

Kitano

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sauces

&condiments,

theaverageawareness

ofabrandinBrazil

is68%.

Awareness

ofKitano,however,

isat84%.Awareness37%

ofBrazilian

sauce&condiment

consumers

saythey

likeKitano,compared

to

anindustryaveragebrandpopularityof

45%.33%

ofindustryconsumers

inBrazil

saythey

consumeKitano,with

the

average

consumption

of

abrandat40%.BuzzPopularity78%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of85%.Kitano

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

13%

comparedto22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,048,

respondents

who

know

the

individual

brand

(popularity),

n=1,048,respondents

who

know

the

individual

brand

(consumption),

n=348,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,048,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

ranks

ninth

in

awareness

within

the

sauce

&

condiment

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKitanoRank#

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.1Sazón95%95%92%91%90%89%87%87%84%80%16%2Hellmann'sYoki34QueroMaggi5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Heinz7Arisco8KnorrOutofallrespondents,

84%

were

aware

of

Kitano.Thisranksthemninth

compared

toother

brandssurveyedinthismarket.84%N/A9KitanoPredilectaAwareness1013

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

Kitano

is

37%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKitanoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Hellmann'sHeinz77%70%57%56%50%50%49%48%46%41%23Sazón37%4KnorrOutofconsumers

who

knew

thebrand,

37%

saidtheyliked

Kitano.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5HemmerQuero663%7Maggi8Arisco9AjinomotoYokiPopularityN/A1014

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,048,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKitanoRank#

BrandUsage

%75%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

sauces

&condiments,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.1Hellmann'sHeinz261%33%3Quero53%Outofconsumers

who

knew

thebrand,

33%

saidtheyconsumed

Kitano.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Sazón53%5Knorr52%6HemmerMaggi42%67%741%8PredilectaArisco41%941%UsageN/A10Ajinomoto37%15

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,048,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kitano

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKitano’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.1Smart22%2BombayHeinz89%389%4Hellmann'sTabascoBRSpicesSazón89%588%688%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sauces

&condiments,

which

of

the

following

brandsareyoulikely

to

consume

againinthefuture?”.786%8AjinomotoHemmerMaggi85%78%985%Outofrespondents

whohaveconsumed

Kitano,78%saidthey

would

consume

the

brandagain.LoyaltyN/A1084%16

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=348,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKitanoRank#

BrandBuzz%58%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Hellmann'sHeinz13%238%3Sazón34%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutKitanointhemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Knorr26%5AjinomotoMaggi25%624%7MasterchefArisco22%822%87%9Quero20%BuzzN/A10Bombay19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,048,

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.?