CONSUMER&

BRANDBrandKPIs

for

milk:

Silk

in

the

UnitedStatesConsumer

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

Silk’sperformance

inthe

milkmarket.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

202483%

of

Silk

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Silkranksfirstinawareness

withinthemilkmarket?Thepopularity

ratingof

Silkis43%?Silk’sbranding

resonates

with

Gen

Xsimilarly

toother

brandsinthe

industry?Silkgenerally

appealstowomen

andmen

equally?Silkranksfirstinconsumption?Among

Silkenthusiasts,33%

fallunderthe

high-income

category?Interms

of

loyalty,Silkis

firstinthe

United

States?Silkhasascore

of31%

formedia

buzz?Consumers

want

theirmilk

brandsto

havehighvalue,honesty

/trustworthiness,

andauthenticity3Sources:

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

Silk

at

86%Brand

profile:

snapshotBrand

performance

of

Silkinthe

UnitedStates86%83%43%39%31%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,075,

respondents

who

know

the

individual

brand

(popularity),

n=1,075,

respondents

whoknow

the

individual

brand(consumption),

n=416,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,075,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Silk’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSilkbygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatSilkis

likedby10%

ofBaby

boomers

and

27%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and27%,

respectively.29%28%27%

27%ForMillennials

andGen

Z,

34%

and

28%

feel

positivelytowards

Silk,versus35%

and29%.

Socurrently,forSilk,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=459,

Silk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Silk

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Silkshows

thatwomenareequally

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Silkhasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.13%12%86%50%

ofwomen

likeSilkcompared

to

50%of

men,whereas

forthe

overall

industry,50%

ofwomen

drinkmilk

compared

to50%

ofmen.50%50%50%50%85%13%

ofSilkenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

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=459,

Silk

enthusiast,n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Silk

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%13%13%CoupleSingleparentNuclear33%

ofSilkenthusiastsare

fromhigh-income

households.Silk’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

23%

ofSilkenthusiastshavethiscurrent

living

situation.10%9%36%23%20%Multi-generational4%4%17%18%31%ExtendedOther8%9%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=459,

Silk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

brands

to

have

high

value,

honesty

/

trustworthiness,and

authenticityBrand

profile:

qualitiesQualitiesdrinkers

want

from

milkbrandsAuthenticityFormilk,thetopthree

qualitiesdrinkerswant

fromabrandare

high

value,honesty

/trustworthiness,

andauthenticity.50%40%30%20%10%0%Thrill/ExcitementBoldnessClevernessSustainabilitySilkdrinkers

alsoappreciate

these

keyattributes,indicating

Silkexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSilkenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivitySilkshould

work

on

promoting

reliabilitytoconvert

enthusiastsintoowners.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=416,

Silk

consumers’,

n=459,

Silk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Silk

fans,

29%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?40%37%33%29%29%28%25%24%23%23%23%18%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=459,

Silk

enthusiast,

n=1,033,

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.1183%

of

Silk

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinthe

United

Statesis48%.

Awareness

of

Silk,however,

is

at86%.Awareness43%

ofU.S.

milk

drinkers

saytheylikeSilk,comparedtoanindustryaverage

brandpopularityof

31%.39%

ofindustrydrinkers

intheUnitedStatessaytheydrinkSilk,withtheaverage

consumption

ofabrandat28%.BuzzPopularity83%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Silkhasbeen

noticed

more

inthe

media

compared

toother

brands,with

a“Buzz”score

of31%

compared

to25%.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=1,247,

all

respondents

(awareness),

n=1,075,

respondents

who

know

the

individual

brand

(popularity),

n=1,075,

respondents

whoknow

the

individual

brand(consumption),

n=416,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=1,075,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Silk

ranks

first

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSilkRank#

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.1Silk86%78%73%71%68%66%55%26%24%22%14%BlueDiamond's

AlmondBreeze234FairlifeLactaid5HorizonOrganicChobaniUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Organic

ValleyParmalat8Outofallrespondents,

86%

were

aware

of

Silk.Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.86%N/A9Maple

HillCreameryAlta

DenaAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Silk

is

43%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSilkRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Silk43%41%38%35%34%32%32%31%30%27%2FairlifeBlueDiamond's

AlmondBreeze34Neutral

MilkHorizonOrganicAlta

Dena43%Outofconsumers

who

knew

thebrand,

43%

saidtheyliked

Silk.Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.557%67Organic

ValleyChobani89Maple

HillCreameryParmalatPopularityN/A1014

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,075,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Silk

ranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSilkRank#

BrandUsage

%39%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?”.1Silk2Fairlife36%3Neutral

Milk36%39%Outofconsumers

who

knew

thebrand,

39%

saidtheydrankSilk.This

ranksthemfirstcompared

tootherbrandssurveyed

inthismarket.BlueDiamond's

AlmondBreeze434%5HorizonOrganicOrganic

ValleyChobani29%629%61%728%8Alta

DenaT.G.Lee26%924%UsageN/A10Lactaid23%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,075,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Silk

is

first

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSilk’s

consumersRank#

BrandLoyalty

%83%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.1Silk17%2Fairlife82%BlueDiamond's

AlmondBreeze382%4a280%5T.G.Lee79%6ParmalatChobaniOrganic

ValleyNeutral

MilkLactaid78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk,which

of

thefollowing

brandsareyou

likely

toconsume

againinthe

future?”.777%876%83%974%Outofrespondents

whohavedrankSilk,83%

saidthey

would

consume

the

brandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=416,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Silk

has

a

score

of

31%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSilkRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.BlueDiamond's

AlmondBreeze12Fairlife32%31%3Neutral

MilkSilk32%Outofconsumers

who

knew

thebrand,

31%

saidtheyhadheardaboutSilkinthe

media.

This

ranksthemfourthcompared

to

other

brandssurveyed

inthismarket.431%5Alta

DenaChobani28%628%7Lactaid24%69%8HorizonOrganicMaple

HillCreamerya222%922%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,075,

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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