CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

SoDelicious

Dairy

Free

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.

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

SoDelicious

Dairy

Free’sperformance

inthe

milk

alternative

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

202483%

of

So

Delicious

Dairy

Free

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SoDelicious

Dairy

Free’s

brandingresonates

more?SoDelicious

Dairy

Free

ranksninth

inawarenesswith

Gen

Zwithin

the

milk

alternative

market?SoDelicious

Dairy

Free

generally

appealstomen?Thepopularity

ratingof

So

Delicious

Dairy

Free

is20%more

than

women?SoDelicious

Dairy

Free

ranksoutside

the

Top

10

in?Among

So

Delicious

Dairy

Free

enthusiasts,38%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,SoDelicious

Dairy

Free

is

third

in?Consumers

want

theirmilk

alternative

brandstohavehighvalue,authenticity,and

honesty

/trustworthinessthe

UnitedStates?SoDelicious

Dairy

Free

hasascore

of13%

formediabuzz3Sources:

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

So

Delicious

Dairy

Free

at

83%Brand

profile:

snapshotBrand

performance

of

So

DeliciousDairy

Freeinthe

UnitedStates83%34%20%17%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=424,

respondents

who

know

the

individual

brand

(popularity),

n=424,respondents

who

know

the

individual

brand

(consumption),

n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=424,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024So

Delicious

Dairy

Free’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%37%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSoDelicious

Dairy

Free

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatSoDelicious

Dairy

Free

islikedby8%

of

Babyboomers

and

16%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is7%

and

26%,respectively.30%26%16%ForMillennials

andGen

Z,

39%

and

36%

feel

positivelytowards

SoDelicious

Dairy

Free,

versus

37%

and30%.Socurrently,

forSoDelicious

Dairy

Free,

Gen

Zconnects

most

with

theirbrandcompared

totheoverall

industryuser.8%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=85,

SoDelicious

Dairy

Freeenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024So

Delicious

Dairy

Free

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SoDelicious

Dairy

Freeshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%12%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SoDelicious

Dairy

Free

hasasimilar

proportion

of

LGBTQIA+42%58%49%51%57%

ofmen

likeSoDelicious

Dairy

Freecompared

to

42%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

milk

alternatives

compared

to49%

ofwomen.87%consumers

when

compared

totheindustryusers

ingeneral.12%

ofSoDelicious

Dairy

Freeenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

12%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=85,

SoDeliciousDairyFree

enthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

So

Delicious

Dairy

Free

enthusiasts,

38%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%26%Single34%38%9%13%CoupleSingleparentNuclear38%

ofSoDelicious

Dairy

Freeenthusiastsare

from

high-incomehouseholds.SoDelicious

Dairy

Free’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,28%

ofSoDelicious

Dairy

Freeenthusiastshavethiscurrent

livingsituation.12%10%28%34%31%31%21%Multi-generational7%4%18%18%31%ExtendedOther6%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

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=85,

SoDelicious

DairyFree

enthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

high

value,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarehighvalue,authenticity,andhonesty/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%SoDelicious

Dairy

Free

consumers

alsoappreciate

these

key

attributes,indicating

SoDelicious

Dairy

Free

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatSo

Delicious

Dairy

Freeenthusiastsare

least

focused

on

arecleverness

andthrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessSoDelicious

Dairy

Free

should

work

onpromoting

sustainabilityto

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk

alternatives,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tomilkalternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=72,

SoDelicious

DairyFreeconsumers’,n=85,

SoDelicious

Dairy

Freeenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

So

Delicious

Dairy

Free

fans,

44%

state

that

they

get

excited

about

milkalternative

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?49%49%45%44%40%36%29%26%24%24%23%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

milk

alternative

topicsrelating

toproductsmilk

alternativesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

alternatives

do

youagreewith?”;

Multi

Pick;“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=85,

SoDelicious

DairyFree

enthusiast,n=906,

milk

alternative

consumersSources:

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

So

Delicious

Dairy

Free

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinthe

United

Statesis37%.Awareness

ofSoDelicious

Dairy

Free,

however,

isat34%.Awareness20%

ofU.S.

milk

alternative

consumers

saythey

likeSoDelicious

Dairy

Free,

compared

to

anindustryaveragebrandpopularityof

26%.BuzzPopularity17%

ofindustryconsumers

intheUnited

Statessaythey

consume

SoDelicious

Dairy

Free,

with

theaverage

consumption

of

abrand

at23%.83%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.SoDelicious

Dairy

Free

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

13%

compared

to22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=424,

respondents

who

know

the

individual

brand

(popularity),

n=424,respondents

who

know

the

individual

brand

(consumption),

n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=424,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024So

Delicious

Dairy

Free

ranks

ninth

in

awareness

within

the

milk

alternativemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSo

DeliciousDairy

FreeRank#

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.1Silk83%78%68%61%47%38%36%36%34%33%BlueDiamond's

AlmondBreeze234%34ChobaniTrader

Joe's5Planet

OatUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Califia

FarmsOatly66%78365Everyday

ValueSoDelicious

Dairy

FreePacific

FoodsOutofallrespondents,

34%

were

aware

of

SoDelicious

Dairy

Free.

Thisranksthemninth

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A1013

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

So

Delicious

Dairy

Free

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSo

DeliciousDairy

FreeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Silk48%42%35%33%31%27%26%26%26%24%20%BlueDiamond's

AlmondBreeze23ChobaniCalifia

FarmsOatly4Outofconsumers

who

knew

thebrand,

20%

saidtheyliked

SoDelicious

Dairy

Free.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.56Malk7ElmhurstPlanet

OatGood

KarmaAlpro880%9PopularityN/A1014

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=424,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024So

Delicious

Dairy

Free

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSo

DeliciousDairy

FreeRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.1Silk17%BlueDiamond's

AlmondBreeze238%3ChobaniOatly31%Outofconsumers

who

knew

thebrand,

17%

saidtheyconsumed

SoDelicious

Dairy

Free.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.427%5Califia

FarmsAlpro25%625%7Malk25%8ElmhurstPlanet

OatOatsome24%83%923%UsageN/A1022%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=424,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

So

Delicious

Dairy

Free

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSo

DeliciousDairy

Free’sconsumersRank#

BrandLoyalty

%86%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%BlueDiamond's

AlmondBreeze284%3SoDelicious

Dairy

FreePlanet

Oat83%482%5365Everyday

ValueChobani79%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Trader

Joe'sOatly77%876%83%9Califia

FarmsGood

Karma75%Outofrespondents

whohaveconsumed

SoDeliciousDairy

Free,

83%

saidtheywould

consume

thebrandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024So

Delicious

Dairy

Free

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSo

DeliciousDairy

FreeRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.BlueDiamond's

AlmondBreeze113%2Silk33%3Chobani31%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutSoDelicious

Dairy

Free

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Alpro30%5Malk26%6Califia

FarmsOatly26%723%8Forager

ProjectElmhurstGood

Karma22%87%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=424,

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

sur