CONSUMER&

BRANDBrandKPIs

for

sauces

&

condiments:Mi

Catsup

in

MexicoConsumer

Insights

reportDecember2024Discover

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

Mi

Catsup’sperformance

inthesauce&condiment

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,

asofDecember202476%

of

Mi

Catsup

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Mi

Catsup’s

brandingresonates

more

with?Mi

Catsup

ranksoutside

the

Top

10

inawarenessMillennialswithin

the

sauce&condiment

market?Mi

Catsup

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

MiCatsupis38%?Mi

Catsup

rankstenthinconsumption?Among

MiCatsup

enthusiasts,25%

fallunderthehigh-income

category?Interms

of

loyalty,Mi

Catsup

isoutside

the

Top

10

inMexico?Consumers

want

theirsauce&condiment

brandstohaveauthenticity,reliability,andhonesty

/trustworthiness?Mi

Catsup

hasascore

of

17%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Mi

Catsup

at

76%Brand

profile:

snapshotBrand

performance

of

MiCatsup

inMexico76%50%38%36%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=628,

respondents

who

know

the

individual

brand

(popularity),

n=628,respondents

who

know

the

individual

brand

(consumption),

n=224,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=628,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mi

Catsup’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMi

Catsup

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMi

Catsup

islikedby4%

of

Babyboomers

and23%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.32%28%25%23%ForMillennials

andGen

Z,

44%

and

28%

feel

positivelytowards

Mi

Catsup,

versus

40%

and

32%.

Socurrently,forMi

Catsup,

Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=239,

Mi

Catsup

enthusiast,

n=1,205,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Mi

Catsup

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mi

Catsup

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Mi

Catsup

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%52%

ofmen

likeMi

Catsup

compared

to48%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

consumesauces&condiments

compared

to49%of

men.51%49%89%88%8%

of

MiCatsupenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sauces

&

condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=239,

MiCatsup

enthusiast,

n=1,205,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mi

Catsup

enthusiasts,

25%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.7%6%Single25%31%13%13%CoupleSingleparentNuclear25%

ofMi

Catsup

enthusiastsarefromhigh-income

households.Mi

Catsup’sbrand

is

generally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

10%

ofMiCatsup

enthusiastshavethiscurrentlivingsituation.10%8%42%40%29%35%35%Multi-generational7%10%26%25%33%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

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=239,

Mi

Catsup

enthusiast,

n=1,205,sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sauce

&

condiment

brands

to

have

authenticity,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

sauce

&condimentbrandsForsauces

&condiments,

thetopthreequalitiesconsumers

wantfrom

abrandareauthenticity,reliability,

andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Mi

Catsup

consumers

alsoappreciatethese

key

attributes,indicatingMiCatsup

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatMiCatsup

enthusiastsareleast

focused

on

areinclusivenessandboldness.ReliabilityExclusivityMi

Catsup

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sauces

&condiments,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=224,

Mi

Catsup

consumers’,n=239,

Mi

Catsup

enthusiast,

n=1,205,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mi

Catsup

fans,

37%

state

that

they

get

excited

about

sauce

&condiment

productsBrand

profile:

attitudesWhat

doconsumersthink

ofsauces&condimentsingeneral?54%45%37%31%30%28%27%22%21%21%12%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsauce&condimentproductsIliketotalkabouttopicsrelating

tosauces&condimentsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sauces

&condiments

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosauces

&condiments,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=239,

Mi

Catsup

enthusiast,n=1,205,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

of

Mi

Catsup

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sauces

&condiments,

theaverageawareness

ofabrandinMexico

is61%.

Awareness

ofMi

Catsup,

however,

is

at50%.Awareness38%

ofMexican

sauce

&condiment

consumers

saythey

likeMi

Catsup,

compared

toanindustryaveragebrandpopularityof

45%.36%

ofindustryconsumers

inMexico

say

theyconsume

Mi

Catsup,

with

theaverage

consumption

ofabrandat40%.BuzzPopularity76%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.Mi

Catsup

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of17%compared

to

28%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=628,

respondents

who

know

the

individual

brand

(popularity),

n=628,respondents

who

know

the

individual

brand

(consumption),

n=224,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=628,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mi

Catsup

ranks

outside

the

Top

10

in

awareness

within

the

sauce

&

condimentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMi

CatsupRank#

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.1LaCoste?aMcKormickHellmann'sMaggi95%92%92%91%90%89%89%89%81%80%23450%50%5KnorrUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Clemente

JacquesHeinz78Del

MonteDo?a

MariaHunt'sOutofallrespondents,

50%

were

aware

of

MiCatsup.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Mi

Catsup

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMi

CatsupRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LaCoste?aMcKormickKnorr76%66%64%63%63%61%57%57%53%43%2338%4HeinzOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Mi

Catsup.Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5Del

MonteMaggi662%7Clemente

JacquesHellmann'sDo?a

MariaHunt's89PopularityN/A1014

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=628,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mi

Catsup

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMiCatsupRank#

BrandUsage

%71%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

sauces

&condiments,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.1LaCoste?aMcKormickKnorr265%360%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyconsumed

Mi

Catsup.Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Del

MonteMaggi56%556%6Heinz55%64%7Hellmann'sClemente

JacquesDo?a

MariaMiCatsup52%847%947%UsageN/A1036%15

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=628,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Mi

Catsup

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMiCatsup’s

consumersRank#

BrandLoyalty

%88%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.1LaCoste?aKnorr24%287%3Maggi86%4McKormickDo?a

MariaHeinz86%584%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sauces

&condiments,

which

of

the

following

brandsareyoulikely

to

consume

againinthefuture?”.7Pragná83%76%8Clemente

JacquesHellmann'sLaAnita83%982%Outofrespondents

whohaveconsumed

Mi

Catsup,76%

saidthey

would

consume

the

brandagain.LoyaltyN/A1081%16

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=224,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mi

Catsup

has

a

score

of

17%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMiCatsupRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LaCoste?aHellmann'sKnorr17%254%353%Outofconsumers

who

knew

thebrand,

17%

saidtheyhadheardaboutMi

Catsup

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4McKormickDel

MonteDo?a

MariaClemente

JacquesHeinz53%545%640%738%837%83%9Maggi35%BuzzN/A10Hunt's19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=628,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions