CONSUMER&

BRANDBrandKPIs

for

coffee:

Garat

in

MexicoConsumer

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

Garat’sperformance

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

202472%

of

Garat

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Garat’sbranding

resonates

more

with

Gen

X?Garatgenerally

appealstowomen

more

than

men?GaratranksoutsidetheTop10

inawareness

withinthe

coffee

market?Thepopularity

ratingof

Garatis38%?Garatrankstenthinconsumption?Among

Garatenthusiasts,43%

fallunderthehigh-income

category?Consumers

want

theircoffee

brandstohave?Interms

of

loyalty,Garat

isoutsidetheTop10

inauthenticity,reliability,

and

honesty

/trustworthinessMexico?Garathasascore

of

10%

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.4Loyalty

is

the

highest

scoring

KPI

for

Garat

at

72%Brand

profile:

snapshotBrand

performance

of

Garat

inMexico72%38%34%28%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=428,

respondents

who

know

the

individual

brand

(popularity),

n=428,

respondents

whoknow

the

individual

brand(consumption),

n=118,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=428,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garat’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGarat

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGarat

islikedby7%

ofBaby

boomers

and

33%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and25%,

respectively.35%33%25%20%ForMillennials

andGen

Z,

41%

and

20%

feel

positivelytowards

Garat,versus

37%

and

35%.

Socurrently,

forGarat,Gen

Xconnects

most

withtheirbrandcomparedtothe

overall

industryuser.7%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=162,

Garat

enthusiast,

n=1,212,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garat

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Garat

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Garathasahigherproportionof

LGBTQIA+consumers

when8%12%59%

ofwomen

likeGaratcompared

to41%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

coffeecompared

to

49%

of

men.51%49%59%87%86%compared

to

theindustryusers

ingeneral.12%

ofGarat

enthusiastsconsiderthemselves

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

coffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=162,

Garat

enthusiast,n=1,212,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Garat

enthusiasts,

43%

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.7%7%Single32%36%32%11%15%43%CoupleSingleparentNuclear43%

ofGarat

enthusiastsare

from

high-income

households.Garat’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

39%

ofGarat

enthusiastshavethiscurrent

livingsituation.9%7%39%33%37%Multi-generational9%10%25%25%ExtendedOther20%0%4%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=162,

Garat

enthusiast,

n=1,212,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

authenticity,

reliability,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

honesty

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

consumers

alsoappreciate

thesekey

attributes,indicating

Garat

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatGaratenthusiastsareleast

focused

onare

boldnessandcleverness.ReliabilityExclusivityGarat

shouldwork

onpromoting

highvaluetoconvert

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=118,

Garat

consumers’,n=162,

Garat

enthusiast,

n=1,212,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Garat

fans,

60%

state

that

they

get

excited

about

coffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?60%55%50%48%39%36%33%33%28%27%24%21%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=162,

Garat

enthusiast,

n=1,212,

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.1172%

of

Garat

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinMexico

is49%.

Awareness

of

Garat,however,isat34%.Awareness38%

ofMexican

coffee

consumers

saytheylikeGarat,compared

to

anindustryaverage

brandpopularity

of38%.28%

ofindustryconsumers

inMexico

say

theyconsume

Garat,with

the

average

consumption

of

abrandat32%.BuzzPopularity72%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Garat

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of10%

compared

to25%.LoyaltyGaratUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=428,

respondents

who

know

the

individual

brand

(popularity),

n=428,

respondents

whoknow

the

individual

brand(consumption),

n=118,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=428,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garat

ranks

outside

the

Top

10

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGaratRank#

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.1Nescafé97%93%82%81%77%64%57%41%39%35%2Starbucks34%3Legal4CaféOro5NespressoLosPortales

deCórdobaPuntadelCieloJacobsUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.666%78Outofallrespondents,

34%

were

aware

of

Garat.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9CaféMexicanoBlasónAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Garat

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGaratRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nescafé80%58%52%50%45%43%43%42%38%37%2PuntadelCieloStarbucks338%4CaféOroOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Garat.

Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.5JuanValdezNespressoLegal662%78CaféMexicanoGarat9PopularityN/A10LosPortales

deCórdoba14

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=428,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garat

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGaratRank#

BrandUsage

%81%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Nescafé2Starbucks51%28%3PuntadelCieloLegal41%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Garat.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.440%5CaféOro39%6CaféMexicanoNespressoJuanValdezLosPortales

deCórdobaGarat34%733%72%833%928%UsageN/A1028%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=428,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Garat

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGarat’s

consumersRank#

BrandLoyalty

%90%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.1Nescafé2JuanValdezPuntadelCieloStarbucks89%28%385%482%5Blasón80%6Lavazza78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Jacobs76%72%8NespressoLosPortales

deCórdobaCaféMexicano76%976%Outofrespondents

whohaveconsumed

Garat,72%saidthey

would

consume

the

brandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=118,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Garat

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGaratRank#

BrandBuzz%78%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nescafé10%2StarbucksLegal55%337%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutGarat

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4NespressoCaféOroPuntadelCieloCaféMexicanoJuanValdezJacobs37%532%624%723%816%90%Buzz916%N/A10Gila15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=428,

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.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?

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