CONSUMER&

BRANDBrandKPIs

for

bottled

water:

NestléPure

Life

in

IndiaConsumer

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

Nestlé

PureLife’s

performanceinthe

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

202472%

of

Nestlé

PureLife

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nestlé

PureLife’s

branding

resonates

more

with?Nestlé

PureLiferankseighth

inawareness

within

theMillennialsbottled

water

market?Nestlé

PureLifegenerally

appealstowomen

morethan

men?Thepopularity

ratingof

Nestlé

PureLifeis30%?Nestlé

PureLiferankstenthinconsumption?Interms

of

loyalty,Nestlé

PureLifeis

eighthinIndia?Nestlé

PureLifehasascore

of24%

formedia

buzz?Among

Nestlé

PureLifeenthusiasts,45%

fallunderthe

high-income

category?Consumers

want

theirbottled

water

brandstohavehonesty

/trustworthiness,

coolness,

and

authenticity3Sources:

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

Nestlé

PureLife

at

72%Brand

profile:

snapshotBrand

performance

of

NestléPureLife

inIndia72%69%30%24%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=859,

respondents

who

know

the

individual

brand

(popularity),

n=859,

respondentswho

know

the

individual

brand

(consumption),

n=201,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=859,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nestlé

Pure

Life’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%46%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNestlé

PureLifebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatNestlé

PureLifeislikedby0%

ofBabyboomers

and

17%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

13%,

respectively.37%ForMillennials

andGen

Z,

46%

and

37%

feel

positivelytowards

Nestlé

PureLife,versus

41%

and47%.

Socurrently,

forNestlé

PureLife,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.17%13%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=258,

Nestlé

PureLife

enthusiast,

n=1,231,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nestlé

PureLife

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nestlé

PureLifeshowsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nestlé

PureLifehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.15%80%40%60%53%47%53%

ofwomen

likeNestlé

PureLifecompared

to

47%

of

men,whereas

forthe

overall

industry,60%

of

men

drinkbottled

water

compared

to

40%

ofwomen.83%15%

ofNestlé

PureLifeenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to15%among

industryusers

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=258,

Nestlé

PureLife

enthusiast,

n=1,231,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nestlé

PureLife

enthusiasts,

45%

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.2%4%Single37%5%6%45%CoupleSingleparentNuclear45%

ofNestlé

PureLifeenthusiastsarefrom

high-income

households.Nestlé

PureLife’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,35%

ofNestlé

PureLifeenthusiastshavethiscurrent

livingsituation.3%4%30%34%24%20%27%Multi-generational35%27%30%37%ExtendedOther28%0%2%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=258,

Nestlé

PureLife

enthusiast,

n=1,231,bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

bottled

water

brands

to

have

honesty

/

trustworthiness,coolness,

and

authenticityBrand

profile:

qualitiesQualitiesdrinkers

want

from

bottled

water

brandsForbottledwater,

the

topthree

qualitiesdrinkers

want

fromabrandarehonesty/trustworthiness,

coolness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Nestlé

PureLifedrinkers

alsoappreciatethese

key

attributes,indicatingNestléPureLifeexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNestlé

PureLifeenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityNestlé

PureLifeshould

work

onpromoting

sustainabilityto

convertenthusiastsintoowners.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=201,

Nestlé

PureLife

consumers’,n=258,

Nestlé

PureLife

enthusiast,

n=1,231,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nestlé

PureLife

fans,

55%

state

that

they

get

excited

about

bottledwaterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?60%59%58%57%55%45%43%42%38%36%32%28%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=258,

Nestlé

PureLife

enthusiast,

n=1,231,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.1172%

of

Nestlé

PureLife

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinIndiais71%.

Awareness

ofNestlé

PureLife,however,

isat69%.Awareness30%

ofIndianbottledwater

drinkers

saytheylikeNestlé

PureLife,compared

to

anindustryaveragebrandpopularityof

42%.23%

ofindustrydrinkers

inIndiasaythey

drinkNestléPureLife,with

the

average

consumption

of

abrandat38%.BuzzPopularity72%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Nestlé

PureLifehasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

34%.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=859,

respondents

who

know

the

individual

brand

(popularity),

n=859,

respondentswho

know

the

individual

brand

(consumption),

n=201,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=859,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nestlé

PureLife

ranks

eighth

in

awareness

within

the

bottled

water

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNestlé

PureLifeRank#

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.1Bisleri95%93%87%87%82%81%71%69%61%56%2Kinley31%3KingfisherAquafinaHimalayanBailley45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Tata

Copper+Nestlé

Pure

LifeRailNeerVedica69%8Outofallrespondents,

69%

were

aware

of

Nestlé

PureLife.

Thisranksthemeighthcompared

to

other

brandssurveyed

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

Nestlé

PureLife

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNestlé

PureLifeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Bisleri86%61%56%50%47%45%40%35%30%29%2Kinley30%3AquafinaHimalayanKingfisherBailley4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Nestlé

PureLife.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.567Tata

Copper+RailNeerNestlé

Pure

LifeDivya

Jal70%89PopularityN/A1014

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=859,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nestlé

PureLife

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNestléPure

LifeRank#

BrandUsage

%82%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

bottledwater,

which

of

thefollowing

brandshaveyouconsumed

inthe

past12

months?”.1Bisleri23%2Kinley57%3AquafinaBailley52%Outofconsumers

who

knew

thebrand,

23%

saidtheydrankNestlé

PureLife.

Thisranksthemtenth446%compared

to

other

brandssurveyed

inthismarket.5HimalayanKingfisherRailNeerTata

Copper+Divya

Jal41%640%737%77%834%925%UsageN/A10Nestlé

Pure

Life23%15

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=859,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Nestlé

PureLife

is

eighth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNestléPure

Life’sconsumersRank#

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.1Bisleri2Tata

Copper+Kinley80%28%379%4Vedica78%5HimalayanAquafinaKingfisherNestlé

Pure

LifeBailley78%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

bottled

water,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.773%72%872%969%Outofrespondents

whohavedrankNestlé

PureLife,72%

saidthey

would

consume

the

brandagain.LoyaltyN/A10RailNeer66%16

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:n=201,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nestlé

PureLife

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNestléPure

LifeRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bisleri24%2KingfisherAquafinaKinley46%345%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutNestlé

PureLifeinthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.444%5HimalayanBailley42%639%7Tata

Copper+Evian27%76%825%9Divya

JalNestlé

Pure

Life25%BuzzN/A1024%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=859,

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

andunlocknewgrowthopportun