CONSUMER&

BRANDBrandKPIs

for

bottled

water:Harrogate

Spring

Water

in

the

UnitedKingdomConsumer

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

Harrogate

SpringWater’sperformance

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

202470%

of

Harrogate

Spring

Water

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Harrogate

Spring

Water’s

branding

resonates

more?Harrogate

Spring

WaterranksoutsidetheTop10

inwith

Millennialsawareness

withinthebottled

water

market?Harrogate

Spring

Watergenerally

appealsto

women?Thepopularity

ratingof

Harrogate

SpringWater

isandmen

equally24%?Among

Harrogate

SpringWater

enthusiasts,42%

fall?Harrogate

Spring

Waterrankstenthinconsumptionunderthe

high-income

category?Interms

of

loyalty,Harrogate

SpringWater

isoutside?Consumers

want

theirbottled

water

brandstohavethe

Top

10

inthe

UnitedKingdomhonesty

/trustworthiness,

reliability,

and

highvalue?Harrogate

Spring

Waterhasascore

of

10%

formediabuzz3Sources:

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

Harrogate

Spring

Water

at

70%Brand

profile:

snapshotBrand

performance

of

Harrogate

SpringWater

intheUnited

Kingdom70%52%24%19%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=653,

respondents

who

know

the

individual

brand

(popularity),

n=653,

respondentswho

know

the

individual

brand

(consumption),

n=127,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=653,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harrogate

Spring

Water

’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHarrogate

SpringWater

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatHarrogate

SpringWaterisliked

by11%

ofBaby

boomers

and

26%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is11%

and27%,

respectively.27%26%26%23%ForMillennials

andGen

Z,

40%

and

23%

feel

positivelytowards

Harrogate

SpringWater,

versus

36%

and

26%.Socurrently,

forHarrogate

Spring

Water,Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.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=159,

Harrogate

Spring

Waterenthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harrogate

Spring

Water

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Harrogate

SpringWatershows

thatwomen

areequally

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Harrogate

SpringWaterhasasimilar

proportion

of

LGBTQIA+50%50%51%49%50%

ofwomen

likeHarrogate

SpringWater

compared

to50%

ofmen,whereas

forthe

overall

industry,51%

ofwomen

drink

bottledwater

compared

to49%

ofmen.86%consumers

when

compared

totheindustryusers

ingeneral.10%

ofHarrogate

SpringWaterenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

11%

among

industryusersoverall.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=159,

HarrogateSpring

Waterenthusiast,

n=1,068,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Harrogate

Spring

Waterenthusiasts,

42%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%19%Single33%34%32%24%20%42%CoupleSingleparentNuclear42%

ofHarrogate

SpringWaterenthusiastsare

from

high-incomehouseholds.Harrogate

SpringWater’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

acouplehousehold,24%

ofHarrogate

SpringWaterenthusiastshavethiscurrent

livingsituation.12%12%28%27%35%Multi-generational4%3%15%15%ExtendedOther23%3%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=159,

Harrogate

Spring

Waterenthusiast,

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%Harrogate

SpringWater

drinkers

alsoappreciate

these

key

attributes,indicating

Harrogate

SpringWaterexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatHarrogate

SpringWater

enthusiastsare

least

focused

onarethrill

/excitement

and

inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessHarrogate

SpringWater

shouldwork

onpromoting

friendliness

toconvertenthusiastsintoowners.HighvalueHonesty/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=127,

Harrogate

Spring

Waterconsumers’,n=159,

Harrogate

Spring

Waterenthusiast,

n=1,068,

bottled

water

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Harrogate

Spring

Waterfans,

19%

state

that

they

get

excited

aboutbottled

waterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?42%36%30%29%29%28%22%22%19%18%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=159,

Harrogate

Spring

Waterenthusiast,n=1,068,

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.1170%

of

Harrogate

Spring

Water

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinthe

United

Kingdomis56%.Awareness

ofHarrogate

SpringWater,

however,

is

at52%.Awareness24%

ofUK

bottledwater

drinkers

saythey

likeHarrogate

SpringWater,

compared

toanindustryaverage

brand

popularity

of26%.BuzzPopularity19%

ofindustrydrinkers

intheUnitedKingdomsaythey

drinkHarrogate

SpringWater,

withtheaverageconsumption

ofabrandat23%.70%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of71%.Harrogate

SpringWater

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

10%

compared

to14%.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=653,

respondents

who

know

the

individual

brand

(popularity),

n=653,

respondentswho

know

the

individual

brand

(consumption),

n=127,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=653,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harrogate

Spring

Water

ranks

outside

the

Top

10

in

awareness

within

thebottled

water

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHarrogate

SpringWaterRank#

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

SpringVolvic34Buxton48%5Nestlé

Pure

LifeGLACéAUSmartwaterPerrier52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678SanPellegrinoAqua

PuraVittelOutofallrespondents,

52%

were

aware

of

HarrogateSpringWater.

Thisranksthemoutsidethe

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

Harrogate

Spring

Water

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHarrogate

SpringWaterRank#

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%24%2Buxton3Highland

SpringVolvic4Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Harrogate

SpringWater.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5Nestlé

Pure

LifeSanPellegrinoAqua

Pura6776%8Harrogate

SpringWaterBrecon

CarregDeeside9PopularityN/A1014

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=653,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harrogate

Spring

Water

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHarrogate

SpringWaterRank#

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?”.1Evian19%2Buxton39%3Volvic36%Outofconsumers

who

knew

thebrand,

19%

saidtheydrankHarrogate

SpringWater.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Highland

SpringNestlé

Pure

LifeBrecon

CarregDeeside36%527%623%722%8Aqua

Pura20%81%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=653,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Harrogate

Spring

Water

is

outside

the

Top

10

in

the

UnitedKingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHarrogate

SpringWater’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%30%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%70%875%9Buxton75%Outofrespondents

whohavedrankHarrogate

SpringWater,

70%

saidtheywould

consume

thebrandagain.LoyaltyN/A10Brecon

Carreg71%16

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:n=127,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Harrogate

Spring

Waterhas

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHarrogate

SpringWaterRank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Evian10%2BerringtonAqua

PuraDeeside23%321%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutHarrogate

SpringWater

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.419%5Nestlé

Pure

LifeBuxton18%616%7AbbeyWellBrecon

CarregVolvic15%815%90%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=653,

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

consumerinsi