CONSUMER&

BRANDBrandKPIs

for

bottled

water:

VOSS

inthe

United

StatesConsumer

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.

5000Ourdataallows

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

VOSS’s

performance

inthebottled

water

market.Fieldwork:April-May

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

202473%

of

VOSS

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??VOSS’sbrandingresonates

more

with

Gen

Z?VOSS

generally

appealsto

women

more

than

men?VOSS

ranksoutside

the

Top

10

inawareness

withinthe

bottled

water

market?Thepopularity

ratingof

VOSS

is29%?Among

VOSS

enthusiasts,33%

fallunderthe

high-income

category?VOSS

ranksoutside

the

Top

10

inconsumption?Consumers

want

theirbottledwater

brandstohave?Interms

of

loyalty,VOSS

isoutside

the

Top

10

inthehighvalue,honesty

/trustworthiness,

andreliabilityUnited

States?VOSS

hasascore

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

VOSS

at

73%Brand

profile:

snapshotBrand

performance

of

VOSS

intheUnited

States73%45%29%19%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=559,

respondents

who

know

the

individual

brand

(popularity),

n=559,

respondentswho

know

the

individual

brand

(consumption),

n=107,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=559,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024VOSS’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVOSS

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatVOSS

islikedby2%

of

Babyboomers

and23%

of

GenXers,

whereas

thetotalshareof

industryusers

is9%and29%,

respectively.36%34%29%26%23%ForMillennials

andGen

Z,

42%

and

34%

feel

positivelytowards

VOSS,versus

36%

and26%.

Socurrently,

forVOSS,Gen

Zconnects

most

with

theirbrandcomparedtothe

overall

industryuser.9%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=163,

VOSS

enthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024VOSS

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

VOSS

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,

VOSS

hasasimilarproportionof

LGBTQIA+consumers

when10%11%86%56%

ofwomen

likeVOSS

compared

to44%

ofmen,

whereas

for

the

overallindustry,50%

of

women

drinkbottledwater

compared

to

50%

of

men.50%50%56%86%compared

to

theindustryusers

ingeneral.10%

ofVOSS

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.44%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

bottled

water,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=163,

VOSSenthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

VOSS

enthusiasts,

33%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.24%24%Single33%35%12%15%CoupleSingleparentNuclear33%

ofVOSS

enthusiastsarefrom

high-income

households.VOSS’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

15%

ofVOSSenthusiastshavethiscurrent

livingsituation.15%12%22%21%36%29%43%Multi-generational3%4%17%16%ExtendedOther24%6%8%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

bottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=163,

VOSS

enthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

bottled

water

brands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesdrinkers

want

from

bottled

water

brandsForbottledwater,

the

topthree

qualitiesdrinkers

want

fromabrandarehighvalue,honesty

/trustworthiness,

andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%VOSS

drinkers

alsoappreciate

these

keyattributes,indicating

VOSS

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatVOSS

enthusiastsareleast

focused

onare

cleverness

and

thrill/excitement.ReliabilityExclusivityVOSS

shouldwork

on

promoting

socialresponsibility

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

bottled

water,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tobottled

water,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=107,

VOSS

consumers’,n=163,

VOSS

enthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

VOSS

fans,

31%

state

that

they

get

excited

about

bottled

waterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?53%46%42%39%31%29%29%28%25%24%22%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustbottled

watertopicsrelating

tobottled

waterBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

bottled

waterdo

youagree

with?”;

Multi

Pick;“When

it

comesto

bottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=163,

VOSS

enthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

VOSS

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinthe

United

Statesis56%.Awareness

ofVOSS,however,

isat45%.Awareness28%

ofU.S.

bottledwater

drinkers

saytheylikeVOSS,compared

to

anindustryaverage

brandpopularity

of30%.19%

ofindustrydrinkers

intheUnitedStatessaytheydrinkVOSS,with

theaverage

consumption

ofabrandat25%.BuzzPopularity73%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.VOSS

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of10%

compared

to16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Bottled

water‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=559,

respondents

who

know

the

individual

brand

(popularity),

n=559,

respondentswho

know

the

individual

brand

(consumption),

n=107,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=559,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024VOSS

ranks

outside

the

Top

10

in

awareness

within

the

bottled

water

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVOSSRank#

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.1Aquafina90%90%86%84%83%77%68%64%60%59%2Dasani3FIJIWater4Nestlé

Pure

LifeGLACéAUSmartwaterEvian45%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%67Perrier8Core

HydrationCrystal

GeyserIceMountainOutofallrespondents,

45%

were

aware

of

VOSS.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

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,

asofOctober

2024The

popularity

rating

of

VOSS

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVOSSRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Aquafina50%46%45%40%35%32%32%32%31%30%2Dasani29%3FIJIWaterDeer

ParkNestlé

Pure

LifePoland

SpringIceMountainArrowheadEvian4Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

VOSS.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56771%89PopularityN/A10Ozarka14

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=559,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024VOSS

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofVOSSRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

bottledwater,

which

of

thefollowing

brandshaveyouconsumed

inthe

past12

months?”.1Aquafina19%2Dasani43%3Deer

Park36%Outofconsumers

who

knew

thebrand,

19%

saidtheydrankVOSS.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4FIJIWater33%5Nestlé

Pure

LifeArrowheadPoland

SpringOzarka31%629%727%827%81%9Core

HydrationIceMountain27%UsageN/A1025%15

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=559,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

VOSS

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVOSS’s

consumersRank#

BrandLoyalty

%81%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.1FIJIWater2Poland

SpringAcquaPannaIceMountainCore

HydrationWaiākea81%27%380%479%578%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

bottled

water,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Deer

Park77%73%8Nestlé

Pure

LifePerrier77%977%Outofrespondents

whohavedrankVOSS,73%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Aquafina77%16

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:n=107,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024VOSS

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVOSSRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aquafina10%2FIJIWater28%3Dasani25%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutVOSS

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4AcquaPannaDeer

Park20%520%6Core

HydrationArrowheadEvian17%717%816%90%Buzz9Nestlé

Pure

LifeIceMountain15%N/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=559,

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.?

Identifyandunderstandyourcoreaud