CONSUMER&

BRANDBrandKPIs

for

bottled

water:

DeerPark

in

the

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

Deer

Park’sperformance

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

202477%

of

Deer

Park

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Deer

Park’sbrandingresonates

more

with

Gen

X?Deer

Park

ranksoutside

the

Top

10

inawarenesswithin

the

bottled

water

market?Deer

Park

generally

appealstowomen

and

menequally?Thepopularity

ratingof

Deer

Park

is40%?Deer

Park

ranksthirdinconsumption?Among

Deer

Park

enthusiasts,30%

fallunderthehigh-income

category?Interms

of

loyalty,Deer

Parkis

seventh

intheUnited?Consumers

want

theirbottled

water

brandstohaveStateshighvalue,honesty

/trustworthiness,

andreliability?Deer

Park

hasascore

of20%

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

Deer

Park

at

77%Brand

profile:

snapshotBrand

performance

of

DeerPark

intheUnitedStates77%48%40%36%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled

water‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondentswho

know

the

individual

brand

(consumption),

n=213,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Deer

Park’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDeer

Parkbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDeer

Parkislikedby11%

of

Babyboomers

and32%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

29%,

respectively.29%26%22%ForMillennials

andGen

Z,

36%

and

22%

feel

positivelytowards

Deer

Park,versus

36%

and26%.

So

currently,forDeer

Park,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobottled

water,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=237,

DeerParkenthusiast,

n=1,153,

bottled

water

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Deer

Park

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Deer

Parkshows

thatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%86%13%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Deer

Parkhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%50%50%50%

ofwomen

likeDeer

Parkcomparedto50%

of

men,whereas

fortheoverallindustry,50%

of

women

drinkbottledwater

compared

to

50%

of

men.84%13%

ofDeer

Park

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=237,

DeerParkenthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Deer

Park

enthusiasts,

30%

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.20%24%Single30%35%16%15%CoupleSingleparentNuclear30%

ofDeer

Park

enthusiastsare

fromhigh-income

households.Deer

Park’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

20%

ofDeer

Parkenthusiastshavethiscurrent

livingsituation.15%12%36%18%21%36%29%Multi-generational4%4%20%16%33%ExtendedOther8%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=237,

DeerParkenthusiast,

n=1,153,

bottled

water

drinkersSources:

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.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Deer

Parkdrinkers

alsoappreciate

thesekey

attributes,indicating

Deer

Parkexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatDeer

Park

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityDeer

Parkshould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=213,

DeerPark

consumers’,

n=237,

DeerPark

enthusiast,

n=1,153,

bottled

waterdrinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Deer

Park

fans,

25%

state

that

they

get

excited

about

bottled

waterBrand

profile:

attitudesWhat

doconsumersthink

ofbottled

water

ingeneral?48%39%33%32%29%29%25%24%22%21%20%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=237,

DeerParkenthusiast,

n=1,153,

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.1177%

of

Deer

Park

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

bottled

water,

the

averageawareness

ofabrandinthe

United

Statesis56%.Awareness

ofDeer

Park,however,

isat48%.Awareness40%

ofU.S.

bottledwater

drinkers

saytheylikeDeerPark,compared

toanindustryaverage

brandpopularity

of30%.36%

ofindustrydrinkers

intheUnitedStatessaytheydrinkDeer

Park,with

theaverage

consumption

ofabrandat25%.BuzzPopularity77%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.Deer

Parkhasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Bottled

water‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondentswho

know

the

individual

brand

(consumption),

n=213,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Deer

Park

ranks

outside

the

Top

10

in

awareness

within

the

bottled

watermarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDeerParkRank#

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

LifeGLACéAUSmartwaterEvian48%552%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Perrier8Core

HydrationCrystal

GeyserIceMountainOutofallrespondents,

48%

were

aware

of

Deer

Park.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

Deer

Park

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDeerParkRank#

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%2Dasani3FIJIWaterDeer

ParkNestlé

Pure

LifePoland

SpringIceMountainArrowheadEvian40%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

Deer

Park.Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.5660%789PopularityN/A10Ozarka14

Notes:“When

it

comesto

bottled

water,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=596,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Deer

Park

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofDeerParkRank#

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?”.1Aquafina2Dasani43%3Deer

Park36%36%Outofconsumers

who

knew

thebrand,

36%

saidtheydrankDeer

Park.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.4FIJIWater33%5Nestlé

Pure

LifeArrowheadPoland

SpringOzarka31%629%64%727%827%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=596,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Deer

Park

is

seventh

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDeerPark’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.1FIJIWater23%2Poland

SpringAcquaPannaIceMountainCore

HydrationWaiākea81%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%77%8Nestlé

Pure

LifePerrier77%977%Outofrespondents

whohavedrankDeer

Park,77%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=213,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Deer

Park

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDeerParkRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Aquafina20%2FIJIWater28%3Dasani25%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutDeer

Park

inthemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4AcquaPannaDeer

Park20%520%6Core

HydrationArrowheadEvian17%717%816%80%9Nestlé

Pure

LifeIceMountain15%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=596,

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.?

Identifyand