CONSUMER&

BRANDBrandKPIs

for

bottled

water:Strathmore

in

the

United

KingdomConsumer

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

Strathmore’s

performance

inthe

bottled

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

202469%

of

Strathmore

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Strathmore’s

branding

resonates

withGen

Xsimilarly

?Strathmore

ranksoutsidetheTop10

inawarenesstootherbrandsintheindustrywithin

the

bottled

water

market?Strathmore

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Strathmore

is15%?Strathmore

ranksoutsidetheTop10

inconsumption?Among

Strathmore

enthusiasts,36%

fallunderthehigh-income

category?Interms

of

loyalty,Strathmore

isoutsidetheTop10inthe

United

Kingdom?Consumers

want

theirbottled

water

brandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?Strathmore

hasascore

of

7%

for

media

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

Strathmore

at

69%Brand

profile:

snapshotBrand

performance

of

Strathmore

intheUnitedKingdom69%40%15%12%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=498,

respondents

who

know

the

individual

brand

(popularity),

n=498,

respondentswho

know

the

individual

brand

(consumption),

n=62,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=498,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Strathmore’sbranding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeStrathmore

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatStrathmore

islikedby11%

ofBaby

boomers

and29%of

Gen

Xers,whereas

the

total

shareof

industryusersis11%

and27%,

respectively.29%27%26%25%ForMillennials

andGen

Z,

35%

and

25%

feel

positivelytowards

Strathmore,

versus

36%

and

26%.

Socurrently,forStrathmore,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%

11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=75,

Strathmoreenthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Strathmore

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Strathmore

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.11%86%15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Strathmore

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%56%

ofmen

likeStrathmore

comparedto43%

of

women,

whereas

fortheoverall

industry,51%

ofwomen

drinkbottled

water

compared

to

49%

of

men.51%49%79%15%

ofStrathmore

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.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=75,

Strathmoreenthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Strathmore

enthusiasts,

36%

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.17%19%Single36%33%34%32%31%CoupleSingleparentNuclear36%

ofStrathmore

enthusiastsare

fromhigh-income

households.Strathmore’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

31%

ofStrathmoreenthusiastshavethiscurrent

livingsituation.20%9%12%19%32%27%Multi-generational4%3%16%15%32%ExtendedOther4%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

bottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=75,

Strathmore

enthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

bottled

water

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesdrinkers

want

from

bottled

water

brandsForbottledwater,

the

topthree

qualitiesdrinkers

want

fromabrandarehonesty/trustworthiness,

reliability,

and

highvalue.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Strathmore

drinkersalso

appreciatethese

key

attributes,indicatingStrathmore

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatStrathmoreenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityStrathmore

shouldwork

on

promotingreliability

to

convert

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=62,

Strathmoreconsumers’,n=75,Strathmoreenthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Strathmore

fans,

24%

state

that

they

get

excited

about

bottled

waterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?48%33%33%30%29%25%24%23%22%22%16%15%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=75,

Strathmore

enthusiast,

n=1,068,

bottledwaterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1169%

of

Strathmore

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinthe

United

Kingdomis56%.Awareness

ofStrathmore,

however,

isat40%.Awareness15%

ofUK

bottledwater

drinkers

saytheylikeStrathmore,

compared

toanindustryaverage

brandpopularity

of26%.12%

ofindustrydrinkers

intheUnitedKingdomsaythey

drinkStrathmore,

with

theaverage

consumptionof

abrand

at23%.BuzzPopularity69%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of71%.Strathmore

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of7%compared

to

14%.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=1,248,

all

respondents

(awareness),

n=498,

respondents

who

know

the

individual

brand

(popularity),

n=498,

respondentswho

know

the

individual

brand

(consumption),

n=62,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=498,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Strathmore

ranks

outside

the

Top

10

in

awareness

within

the

bottled

watermarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofStrathmoreRank#

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.1Evian89%85%84%82%72%71%64%63%60%55%2Highland

SpringVolvic340%4Buxton5Nestlé

Pure

LifeGLACéAUSmartwaterPerrierUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.660%78SanPellegrinoAqua

PuraVittelOutofallrespondents,

40%

were

aware

ofStrathmore.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

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

Strathmore

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofStrathmoreRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Evian52%45%42%40%31%26%26%24%24%22%15%2Buxton3Highland

SpringVolvic4Outofconsumers

who

knew

thebrand,

15%

saidtheyliked

Strathmore.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5Nestlé

Pure

LifeSanPellegrinoAqua

Pura678Harrogate

SpringWaterBrecon

CarregDeeside85%9PopularityN/A1014

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=498,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Strathmore

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofStrathmoreRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

bottledwater,

which

of

thefollowing

brandshaveyouconsumed

inthe

past12

months?”.1Evian12%2Buxton39%3Volvic36%Outofconsumers

who

knew

thebrand,

12%

saidtheydrankStrathmore.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4Highland

SpringNestlé

Pure

LifeBrecon

CarregDeeside36%527%623%722%8Aqua

Pura20%88%9BerringtonHarrogate

SpringWater20%UsageN/A1019%15

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=498,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Strathmore

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofStrathmore’s

consumersRank#

BrandLoyalty

%85%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.1SanPellegrino2VOSS82%31%3Volvic81%4Evian79%5Highland

SpringNestlé

Pure

LifeAbbeyWellPerrier78%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

bottled

water,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.777%69%875%9Buxton75%Outofrespondents

whohavedrankStrathmore,

69%saidthey

would

consume

the

brandagain.LoyaltyN/A10Brecon

Carreg71%16

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:n=62,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Strathmore

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofStrathmoreRank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1Evian2BerringtonAqua

PuraDeeside23%321%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutStrathmore

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.419%5Nestlé

Pure

LifeBuxton18%616%7AbbeyWellBrecon

CarregVolvic15%815%93%Buzz914%N/A10Highland

Spring14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=498,

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

andunlocknewgrowthopportunitie