CONSUMER&

BRANDBrandKPIs

for

coffee:

Nescafé

inGermanyConsumer

Insights

reportOctober2024Discover

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

Nescafé’s

performance

inthecoffee

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,

asofOctober

202479%

of

Nescafé

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nescafé’s

branding

resonates

more

with

Gen

Z?Nescafé

generally

appealstowomen

more

than

men?Nescafé

ranksthirdin

awareness

within

the

coffeemarket?Thepopularity

ratingof

Nescafé

is27%?Nescafé

rankseighthinconsumption?Among

Nescafé

enthusiasts,28%

fallunderthe

high-income

category?Consumers

want

theircoffee

brandstohavehigh?Interms

of

loyalty,Nescafé

isoutsidetheTop10

invalue,reliability,

and

sustainabilityGermany?Nescafé

hasascore

of17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Nescafé

at

89%Brand

profile:

snapshotBrand

performance

of

Nescafé

inGermany89%79%27%22%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,106,

respondents

who

know

the

individual

brand

(popularity),

n=1,106,

respondents

whoknow

the

individual

brand(consumption),

n=238,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,106,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nescafé’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNescafé

by

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatNescafé

islikedby7%

ofBaby

boomers

and30%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is13%

and

34%,

respectively.30%28%21%ForMillennials

andGen

Z,

35%

and

28%

feel

positivelytowards

Nescafé,

versus

33%

and21%.

Socurrently,forNescafé,

Gen

Zconnects

most

withtheirbrandcompared

to

theoverall

industryuser.13%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=300,

Nescafé

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nescafé

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nescafé

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nescafé

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%55%55%

ofwomen

likeNescafé

compared

to45%

ofmen,

whereas

for

the

overallindustry,50%

of

women

consume

coffeecompared

to

50%

of

men.85%86%7%

of

Nescafé

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

coffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=300,

Nescafé

enthusiast,n=1,137,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nescafé

enthusiasts,

28%

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.23%27%Single29%33%35%32%22%27%CoupleSingleparentNuclear28%

ofNescafé

enthusiastsare

fromhigh-income

households.Nescafé’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

12%

ofNescaféenthusiastshavethiscurrent

livingsituation.11%9%37%27%24%Multi-generational2%1%12%9%34%ExtendedOther3%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

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=300,

Nescafé

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

high

value,

reliability,

andsustainabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,reliability,

and

sustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessNescafé

consumers

alsoappreciatethese

key

attributes,indicatingNescaféexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatNescafé

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityNescafé

should

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffee,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

coffee,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=238,

Nescafé

consumers’,n=300,

Nescafé

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nescafé

fans,

45%

state

that

they

get

excited

about

coffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?45%39%39%35%34%31%30%26%24%22%15%12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

coffee

productsIliketotalkabouttopicsrelating

tocoffeeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=300,

Nescafé

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Nescafé

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinGermany

is71%.

Awareness

ofNescafé,however,

is

at89%.Awareness27%

ofGerman

coffee

consumers

say

theylikeNescafé,

compared

toanindustryaverage

brandpopularity

of26%.22%

ofindustryconsumers

inGermany

saytheyconsume

Nescafé,

with

the

average

consumption

of

abrandat20%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of78%.Nescafé

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

15%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.Nescafé12

Notes:Coffee

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,106,

respondents

who

know

the

individual

brand

(popularity),

n=1,106,

respondents

whoknow

the

individual

brand(consumption),

n=238,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,106,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nescafé

ranks

third

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNescaféRank#

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.1Jacobs92%91%89%87%86%84%81%81%78%76%11%2Tchibo3NescaféDallmayrNespressoSenseo45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Melitta8StarbucksM?venpickTassimoOutofallrespondents,

89%

were

aware

of

Nescafé.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.89%N/A9Awareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Nescafé

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNescaféRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Jacobs47%43%41%36%35%33%29%27%26%24%2DallmayrLavazzaTchibo27%34Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

Nescafé.

This

ranksthemeighthcompared

toother

brandssurveyed

inthismarket.5Melitta6EduschoStarbucksNescaféM?venpickIlly773%89PopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,106,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nescafé

ranks

eighth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNescaféRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Jacobs22%2DallmayrLavazzaMelitta37%334%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Nescafé.

Thisranksthemeighth

comparedtootherbrandssurveyed

inthismarket.429%5Tchibo27%6EduschoStarbucksNescaféM?venpickNespresso27%722%822%78%920%UsageN/A1018%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,106,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Nescafé

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNescafé’s

consumersRank#

BrandLoyalty

%87%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.1Tchibo21%2M?venpickLavazza86%386%4Melitta83%5Senseo83%6SegafredoStarbucksJacobs82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.781%881%79%9DallmayrSchweitzers80%Outofrespondents

whohaveconsumed

Nescafé,

79%saidthey

would

consume

the

brandagain.LoyaltyN/A1080%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=238,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nescafé

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNescaféRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1DallmayrJacobs17%228%3EduschoLavazzaNespressoTchibo21%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutNescafé

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.421%520%619%7StarbucksNescaféSenseo18%817%83%916%BuzzN/A10Melitta15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,106,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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