CONSUMER&

BRANDBrandKPIs

for

sauces

&

condiments:Hellmann’s

Ketchup

in

the

UnitedKingdomConsumer

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

Hellmann’s

Ketchup’sperformance

inthe

sauce&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,

asofDecember202482%

of

Hellmann’s

Ketchup

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Hellmann’s

Ketchup’sbrandingresonates

more

with?Hellmann’s

Ketchuprankseighth

inawareness

withinMillennialsthe

sauce

&condiment

market?Hellmann’s

Ketchupgenerally

appealstomen

more?Thepopularity

ratingof

Hellmann’s

Ketchupis33%than

women?Hellmann’s

Ketchupranksoutside

the

Top

10

in?Among

Hellmann’s

Ketchupenthusiasts,43%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,Hellmann’s

Ketchupis

outsidethe?Consumers

want

theirsauce&condiment

brandstohaveauthenticity,highvalue,and

honesty

/trustworthinessTop

10intheUnitedKingdom?Hellmann’s

Ketchuphasascore

of14%

formediabuzz3Sources:

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

Hellmann’s

Ketchup

at

85%Brand

profile:

snapshotBrand

performance

of

Hellmann’sKetchupinthe

UnitedKingdom85%82%33%24%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sauces

&condiments

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(consumption),

n=253,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,060,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hellmann’s

Ketchup’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHellmann’s

Ketchupbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHellmann’s

Ketchup

islikedby6%

ofBabyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

32%,

respectively.34%32%28%25%24%ForMillennials

andGen

Z,

40%

and

28%

feel

positivelytowards

Hellmann’s

Ketchup,versus

34%

and24%.

Socurrently,

forHellmann’s

Ketchup,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.10%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=346,

Hellmann’s

Ketchup

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Hellmann’s

Ketchup

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Hellmann’s

Ketchupshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Hellmann’s

Ketchuphasalower

proportion

of

LGBTQIA+49%51%51%49%51%

ofmen

likeHellmann’s

Ketchupcompared

to

49%

of

women,

whereasfortheoverall

industry,51%

of

womenconsume

sauces

&condimentscompared

to

49%

of

men.90%90%consumers

when

compared

totheindustryusers

ingeneral.6%

of

Hellmann’s

Ketchupenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.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=346,Hellmann’s

Ketchup

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Hellmann’s

Ketchup

enthusiasts,

43%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%20%Single35%19%20%43%CoupleSingleparentNuclear43%

ofHellmann’s

Ketchupenthusiastsarefrom

high-income

households.Hellmann’s

Ketchup’sbrandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

36%

ofHellmann’s

Ketchupenthusiastshavethiscurrent

living

situation.9%11%36%30%35%30%34%Multi-generational2%2%13%11%ExtendedOther23%5%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

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=346,

Hellmann’s

Ketchup

enthusiast,n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sauce

&

condiment

brands

to

have

authenticity,

highvalue,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

sauce

&condimentbrandsForsauces

&condiments,

thetopthreequalitiesconsumers

wantfrom

abrandareauthenticity,highvalue,andhonesty/trustworthiness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Hellmann’s

Ketchupconsumers

alsoappreciate

these

key

attributes,indicating

Hellmann’s

Ketchupexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatHellmann’s

Ketchupenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessHellmann’s

Ketchupshouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=253,

Hellmann’s

Ketchup

consumers’,

n=346,

Hellmann’s

Ketchup

enthusiast,

n=1,190,

sauce

&condimentconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Hellmann’s

Ketchup

fans,

30%

state

that

they

get

excited

about

sauce

&condiment

productsBrand

profile:

attitudesWhat

doconsumersthink

ofsauces&condimentsingeneral?42%37%31%30%27%27%26%24%23%20%19%18%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=346,

Hellmann’s

Ketchupenthusiast,

n=1,190,

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.1182%

of

Hellmann’s

Ketchup

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sauces

&condiments,

theaverageawareness

ofabrandinthe

United

Kingdomis68%.Awareness

ofHellmann’s

Ketchup,however,

isat85%.Awareness33%

ofUK

sauce&condiment

consumers

saytheylikeHellmann’s

Ketchup,compared

to

anindustryaveragebrandpopularityof

40%.24%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Hellmann’s

Ketchup,with

the

averageconsumption

ofabrandat33%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of84%.Hellmann’s

Ketchuphasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

14%

compared

to14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Sauces

&condiments

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(consumption),

n=253,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,060,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hellmann’s

Ketchup

ranks

eighth

in

awareness

within

the

sauce

&

condimentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHellmann’sKetchupRank#

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.1HeinzTomatoKetchup94%93%92%90%89%89%85%85%82%73%15%2HeinzSaladCreamHeinzMayo34Hellmann's

MayoNando's5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6HPsauce7Colman's

MustardHellmann's

KetchupBranston8Outofallrespondents,

85%

were

aware

of

Hellmann’sKetchup.Thisranksthemeighthcompared

to

otherbrandssurveyed

inthismarket.85%9AwarenessN/A10BlueDragon13

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

Hellmann’s

Ketchup

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHellmann’sKetchupRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1HeinzTomatoKetchup66%53%51%51%49%47%44%44%42%40%2Hellmann's

MayoHeinzMayo33%34BlueDragonSarsons

vinegarHeinzSaladCreamBranstonOutofconsumers

who

knew

thebrand,

33%

saidtheyliked

Hellmann’s

Ketchup.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.5667%78HPsauce9Nando'sPopularityN/A10Colman's

Mustard14

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,060,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hellmann’s

Ketchup

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHellmann’sKetchupRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1HeinzTomatoKetchupconsumed,

we

asked

each

respondent:

“Whenitcomes

to

sauces

&condiments,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.24%2Hellmann's

MayoBlue

DragonSarsons

vinegarHeinzMayo47%344%Outofconsumers

who

knew

thebrand,

24%

saidtheyconsumed

Hellmann’s

Ketchup.ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.443%542%6HeinzSaladCreamBranston38%737%76%8HPsauce37%9Nando's34%UsageN/A10Colman's

Mustard33%15

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,060,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Hellmann’s

Ketchup

is

outside

the

Top

10

in

the

UnitedKingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHellmann’sKetchup’sconsumersRank#

BrandLoyalty

%92%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.1Sarsons

vinegar18%2Tabasco91%3Hellmann's

MayoHeinzTomatoKetchupAmoy90%489%588%6Nando's88%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sauces

&condiments,

which

of

the

following

brandsareyoulikely

to

consume

againinthefuture?”.7HPsauce87%8Maille

MustardBlueDragonBranston87%82%985%Outofrespondents

whohaveconsumed

Hellmann’sKetchup,82%

saidthey

would

consume

the

brandagain.LoyaltyN/A1085%16

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=253,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hellmann’s

Ketchup

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHellmann’sKetchupRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HeinzTomatoKetchup14%2HeinzMayoHellmann's

MayoNando's22%320%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutHellmann’s

Ketchupinthemedia.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.419%5BlueDragonCholula18%618%7Branston17%8HeinzSaladCreamHellmann's

KetchupHPsauce16%86%914%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,060,

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

exclusiveStatist