CONSUMER&

BRANDBrandKPIs

for

milk:

B?renmarke

inGermanyConsumer

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.

7500Ourdataallows

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

B?renmarke’s

performance

inthe

milk

market.Fieldwork:April-July

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

202486%

of

B?renmarke

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??B?renmarke’s

brandingresonates

more

with

Gen

X?B?renmarke

rankssecond

inawareness

withinthemilk

market?B?renmarke

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

B?renmarke

is

50%?B?renmarke

ranksthirdinconsumption?Among

B?renmarke

enthusiasts,33%

fallunderthehigh-income

category?Interms

of

loyalty,B?renmarke

isthirdinGermany?B?renmarke

hasascore

of

31%

formedia

buzz?Consumers

want

theirmilk

brandsto

havehighvalue,honesty

/trustworthiness,

andsustainability3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

B?renmarke

at

90%Brand

profile:

snapshotBrand

performance

of

B?renmarke

inGermany90%86%50%40%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,129,

respondents

who

know

the

individual

brand

(popularity),

n=1,129,

respondents

whoknow

the

individual

brand(consumption),

n=457,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,129,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024B?renmarke’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%33%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeB?renmarke

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatB?renmarke

islikedby11%

of

Babyboomers

and

36%of

Gen

Xers,whereas

the

total

shareof

industryusersis12%

and33%,

respectively.22%21%ForMillennials

andGen

Z,

32%

and

21%

feel

positivelytowards

B?renmarke,

versus

33%

and

22%.

So12%11%currently,

forB?renmarke,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=561,

B?renmarke

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024B?renmarke

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

B?renmarke

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

B?renmarke

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%53%47%53%

ofwomen

likeB?renmarkecompared

to

47%

of

men,whereas

forthe

overall

industry,50%

of

womendrinkmilk

compared

to

50%

of

men.85%86%7%

of

B?renmarke

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=561,

B?renmarkeenthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongB?renmarke

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.25%27%Single33%35%33%33%24%26%CoupleSingleparentNuclear33%

ofB?renmarke

enthusiastsarefrom

high-income

households.B?renmarke’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

28%

ofB?renmarke

enthusiastshavethiscurrent

living

situation.9%9%33%28%25%Multi-generational1%1%9%9%34%ExtendedOther3%3%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

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=561,

B?renmarke

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

brands

to

have

high

value,

honesty

/

trustworthiness,and

sustainabilityBrand

profile:

qualitiesQualitiesdrinkers

want

from

milkbrandsAuthenticityFormilk,thetopthree

qualitiesdrinkerswant

fromabrandare

high

value,honesty

/trustworthiness,

andsustainability.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityB?renmarke

drinkers

alsoappreciatethese

key

attributes,indicatingB?renmarke

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatB?renmarkeenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityB?renmarke

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brandshave

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=457,

B?renmarke

consumers’,n=561,

B?renmarke

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024AmongB?renmarke

fans,

35%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?35%35%34%30%29%28%26%23%17%16%14%

14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsrelating

tomilkIknow

and

trustmilk

productsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=561,

B?renmarke

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

B?renmarke

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinGermany

is52%.

Awareness

ofB?renmarke,however,

is

at90%.Awareness50%

ofGerman

milkdrinkers

say

theylikeB?renmarke,

compared

to

anindustryaverage

brandpopularity

of33%.40%

ofindustrydrinkers

inGermany

saythey

drinkB?renmarke,

with

the

average

consumption

of

abrandat28%.BuzzPopularity86%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.B?renmarke

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of31%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,129,

respondents

who

know

the

individual

brand

(popularity),

n=1,129,

respondents

whoknow

the

individual

brand(consumption),

n=457,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,129,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024B?renmarke

ranks

second

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofB?renmarkeRank#

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.1Landliebe91%90%83%81%80%76%48%46%42%36%10%2B?renmarkeWeihenstephanAlpro345MilramUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Arla7MinusL8Berchtesgadener

LandOatlyOutofallrespondents,

90%

were

aware

ofB?renmarke.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.90%N/A9Awareness10Schwarzwaldmilch13

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

B?renmarke

is

50%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofB?renmarkeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Landliebe58%50%47%39%37%35%33%32%32%31%2B?renmarkeWeihenstephanBerchtesgadener

LandSchwarzwaldmilchHansano34Outofconsumers

who

knew

thebrand,

50%

saidtheyliked

B?renmarke.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.50%50%567Milram8Alpro9OatlyPopularityN/A10JedenTag14

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,129,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024B?renmarke

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofB?renmarkeRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

milk,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Landliebe2WeihenstephanB?renmarkeJedenTag41%340%Outofconsumers

who

knew

thebrand,

40%

saidtheydrankB?renmarke.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.40%430%5Alpro29%6Oatly28%60%7Berchtesgadener

LandHansano28%827%9Hamfelder26%UsageN/A10Schwarzwaldmilch26%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,129,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

B?renmarke

is

third

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofB?renmarke’s

consumersRank#

BrandLoyalty

%87%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.1Landliebe14%2Berchtesgadener

LandB?renmarkeAlpro86%386%485%5WeihenstephanSchwarzwaldmilchMilram85%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk,which

of

thefollowing

brandsareyou

likely

toconsume

againinthe

future?”.781%8Oatly81%86%9JedenTag79%Outofrespondents

whohavedrankB?renmarke,

86%saidthey

would

consume

the

brandagain.LoyaltyN/A10Arla76%16

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=457,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024B?renmarke

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofB?renmarkeRank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LandliebeB?renmarkeWeihenstephanAlpro231%31%326%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutB?renmarke

inthemedia.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.424%5dDrei24%6Arla18%7HamfelderOatly15%69%815%9Berchtesgadener

LandMilram14%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,129,

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.?

Identifyandunderstandyourcoreaudiences?

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