CONSUMER&

BRANDBrandKPIs

for

milk:

MinusL

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

MinusL’sperformance

inthemilk

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

202473%

of

MinusL

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MinusL’sbrandingresonates

more

withMillennials?MinusLgenerally

appealsto

women

more

than

men?MinusLranksseventh

inawareness

within

the

milkmarket?Thepopularity

ratingof

MinusLis

19%?Among

MinusLenthusiasts,35%

fallunderthehigh-income

category?MinusLranksoutsidetheTop10

inconsumption?Consumers

want

theirmilk

brandsto

havehigh?Interms

of

loyalty,MinusLisoutsidetheTop10

invalue,honesty

/trustworthiness,

andsustainabilityGermany?MinusLhasascore

of

12%

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

MinusL

at

73%Brand

profile:

snapshotBrand

performance

of

MinusL

inGermany73%48%19%13%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=593,

respondents

who

know

the

individual

brand

(popularity),

n=593,

respondents

who

knowthe

individual

brand

(consumption),

n=79,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=593,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024MinusL’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMinusLbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMinusLislikedby5%

of

Babyboomers

and

32%

of

GenXers,

whereas

thetotalshareof

industryusers

is12%and33%,

respectively.33%33%32%22%

22%ForMillennials

andGen

Z,

41%

and

22%

feel

positivelytowards

MinusL,versus

33%

and

22%.

Socurrently,

forMinusL,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.12%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=111,

MinusL

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024MinusL

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

MinusLshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MinusLhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%58%57%

ofwomen

likeMinusLcompared

to42%

ofmen,

whereas

for

the

overallindustry,50%

of

women

drinkmilkcompared

to

50%

of

men.86%82%12%

ofMinusLenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.42%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=111,

MinusL

enthusiast,n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

MinusL

enthusiasts,

35%

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%35%22%CoupleSingleparentNuclear35%

ofMinusLenthusiastsarefromhigh-income

households.MinusL’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

12%

ofMinusLenthusiastshavethiscurrent

livingsituation.26%12%9%26%25%35%Multi-generational3%1%9%9%31%ExtendedOther4%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=111,

MinusL

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.60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityMinusLdrinkers

alsoappreciate

thesekey

attributes,indicating

MinusLexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMinusLenthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityMinusLshouldwork

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=79,

MinusL

consumers’,n=111,

MinusL

enthusiast,

n=1,146,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

MinusL

fans,

45%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?47%45%41%37%35%34%29%28%23%16%16%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=111,

MinusL

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.1173%

of

MinusL

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinGermany

is52%.

Awareness

ofMinusL,however,

is

at48%.Awareness19%

ofGerman

milkdrinkers

say

theylike

MinusL,compared

to

anindustryaverage

brandpopularity

of33%.13%

ofindustrydrinkers

inGermany

saythey

drinkMinusL,with

the

average

consumption

of

abrand

at28%.BuzzPopularity73%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.MinusLhasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

12%

comparedto18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Milk

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=593,

respondents

who

know

the

individual

brand

(popularity),

n=593,

respondents

who

knowthe

individual

brand

(consumption),

n=79,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=593,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024MinusL

ranks

seventh

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMinusLRank#

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%2B?renmarkeWeihenstephanAlpro3448%5Milram52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Arla7MinusL8Berchtesgadener

LandOatlyOutofallrespondents,

48%

were

aware

of

MinusL.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10Schwarzwaldmilch13

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

MinusL

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMinusLRank#

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%19%2B?renmarkeWeihenstephanBerchtesgadener

LandSchwarzwaldmilchHansano34Outofconsumers

who

knew

thebrand,

19%

saidtheyliked

MinusL.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567Milram8Alpro81%9OatlyPopularityN/A10JedenTag14

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=593,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024MinusL

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMinusLRank#

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?”.1Landliebe13%2WeihenstephanB?renmarkeJedenTag41%340%Outofconsumers

who

knew

thebrand,

13%

saidtheydrankMinusL.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

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

LandHansano28%827%87%9Hamfelder26%UsageN/A10Schwarzwaldmilch26%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=593,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

MinusL

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMinusL’sconsumersRank#

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.1Landliebe2Berchtesgadener

LandB?renmarkeAlpro86%27%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%73%8Oatly81%9JedenTag79%Outofrespondents

whohavedrankMinusL,73%

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=79,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024MinusL

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMinusLRank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LandliebeB?renmarkeWeihenstephanAlpro12%231%326%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutMinusLinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.424%5dDrei24%6Arla18%7HamfelderOatly15%815%88%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=593,

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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