CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Horlicks

Oats

in

IndiaConsumer

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.

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

Horlicks

Oats’performance

inthe

breakfast

cereal

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,

asofDecember202479%

of

Horlicks

Oats

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Horlicks

Oats’branding

resonates

with

Millennials?Horlicks

Oatsranksfourthinawareness

withinthesimilarly

to

other

brandsinthe

industrybreakfast

cereal

market?Horlicks

Oatsgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Horlicks

Oatsis56%?Horlicks

Oatsranksfourthinconsumption?Interms

of

loyalty,Horlicks

Oatsisseventh

inIndia?Horlicks

Oatshasascore

of52%

formedia

buzz?Among

Horlicks

Oatsenthusiasts,36%

fallunderthehigh-income

category?Consumers

want

theirbreakfast

cereal

brandstohavehonesty

/trustworthiness,

authenticity,andhighvalue3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Horlicks

Oats

at

88%Brand

profile:

snapshotBrand

performance

of

HorlicksOatsinIndia88%79%56%52%51%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,103,

respondents

who

know

the

individual

brand

(popularity),

n=1,103,respondents

who

know

the

individual

brand

(consumption),

n=559,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,103,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Horlicks

Oats’

branding

resonates

with

Millennials

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%45%42%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHorlicks

Oatsbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatHorlicks

Oatsislikedby0%

ofBaby

boomers

and

12%of

Gen

Xers,whereas

the

total

shareof

industryusersis0%

and13%,

respectively.ForMillennials

andGen

Z,

47%

and

41%

feel

positivelytowards

Horlicks

Oats,versus

45%

and42%.

Socurrently,

forHorlicks

Oats,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=623,

Horlicks

Oats

enthusiast,

n=1,191,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Horlicks

Oats

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Horlicks

Oatsshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Horlicks

Oatshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.17%41%59%43%57%56%

ofmen

likeHorlicks

Oatscomparedto43%

of

women,

whereas

fortheoverall

industry,59%

ofmen

consumebreakfast

cereal

compared

to41%

ofwomen.77%17%

ofHorlicks

Oatsenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=623,

HorlicksOats

enthusiast,

n=1,191,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Horlicks

Oats

enthusiasts,

36%

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.4%4%Single36%36%6%6%CoupleSingleparentNuclear36%

ofHorlicks

Oatsenthusiastsarefrom

high-income

households.Horlicks

Oats’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,29%

ofHorlicks

Oatsenthusiastshavethiscurrent

living

situation.3%3%21%21%33%32%32%Multi-generational29%27%34%36%32%ExtendedOther2%2%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

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=623,

Horlicks

Oats

enthusiast,

n=1,191,breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

honesty

/trustworthiness,

authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,authenticity,andhigh

value.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Horlicks

Oatsconsumers

alsoappreciatethese

key

attributes,indicatingHorlicksOatsexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatHorlicks

Oatsenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityHorlicks

Oatsshould

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

breakfastcereal,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

tobreakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=559,

Horlicks

Oats

consumers’,n=623,

Horlicks

Oats

enthusiast,

n=1,191,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Horlicks

Oats

fans,

48%

state

that

they

get

excited

about

breakfastcerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?48%47%46%45%43%41%40%40%39%39%33%28%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

breakfast

cereal

topicsrelating

tobreakfast

cerealBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

breakfastcerealdo

youagree

with?”;

Multi

Pick;“When

it

comes

tobreakfastcereal,whichofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=623,

Horlicks

Oats

enthusiast,

n=1,191,breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Horlicks

Oats

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinIndiais62%.

Awareness

ofHorlicks

Oats,however,

isat88%.Awareness56%

ofIndianbreakfast

cereal

consumers

saytheylikeHorlicks

Oats,compared

toanindustryaverage

brandpopularity

of37%.51%

ofindustryconsumers

inIndiasaythey

consumeHorlicks

Oats,withtheaverage

consumption

ofabrandat33%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Horlicks

Oatshasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of52%compared

to

32%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,103,

respondents

who

know

the

individual

brand

(popularity),

n=1,103,respondents

who

know

the

individual

brand

(consumption),

n=559,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,103,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Horlicks

Oatsranks

fourth

in

awareness

within

the

breakfast

cereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHorlicks

OatsRank#

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.1Kellogg's

Chocos92%90%89%88%82%75%70%67%67%55%12%2SaffolaOats3Nestlé

CerelacHorlicks

OatsKellogg's

Corn

FlakesKellogg's

MuesliQuaker45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678SoulfullOutofallrespondents,

88%

were

aware

of

HorlicksOats.Thisranksthemfourthcompared

to

otherbrandssurveyed

inthismarket.88%N/A9Kellogg's

Froot

LoopsYogaBarAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Horlicks

Oats

is

56%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHorlicksOatsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Kellogg's

Corn

Flakes60%60%58%56%49%48%42%41%36%34%2Kellogg's

ChocosSaffolaOats34Horlicks

OatsKellogg's

MuesliNestlé

CerelacQuaker44%Outofconsumers

who

knew

thebrand,

56%

saidtheyliked

Horlicks

Oats.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.556%678Kellogg's

Froot

LoopsYogaBar9PopularityN/A10MuscleBlaze14

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,103,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Horlicks

Oatsranks

fourth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHorlicksOatsRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Kellogg's

Corn

Flakesconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2SaffolaOats53%3Kellogg's

ChocosHorlicks

OatsKellogg's

MuesliNestlé

CerelacQuaker53%Outofconsumers

who

knew

thebrand,

51%

saidtheyconsumed

Horlicks

Oats.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.451%49%543%51%639%737%8Kellogg's

Froot

LoopsBagrry's34%932%UsageN/A10MuscleBlaze32%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,103,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Horlicks

Oats

is

seventh

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHorlicksOats’

consumersRank#

BrandLoyalty

%81%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.1Kellogg's

Corn

Flakes21%2SaffolaOatsBagrry's81%381%4YogaBar80%5Quaker80%6Kellogg's

MuesliHorlicks

OatsKellogg's

ChocosNestlé

CerelacYummsy80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.779%879%79%978%Outofrespondents

whohaveconsumed

HorlicksOats,79%

saidthey

would

consume

the

brandagain.LoyaltyN/A1075%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=559,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Horlicks

Oats

has

a

score

of

52%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHorlicksOatsRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Kellogg's

Chocos2SaffolaOats53%3Kellogg's

Corn

FlakesHorlicks

OatsNestlé

CerelacKellogg's

MuesliQuaker52%Outofconsumers

who

knew

thebrand,

52%

saidtheyhadheardaboutHorlicks

Oatsinthe

media.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.452%48%545%52%642%737%8Kellogg's

Froot

LoopsBagrry's35%933%BuzzN/A10MuscleBlaze33%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,103,

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

consumerinsightst