CONSUMER&

BRANDBrandKPIs

for

coffee

machines

&coffee

makers:

Nespresso

in

theUnited

StatesConsumer

Insights

reportJanuary2025Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Nespresso’s

performance

inthe

coffee

machine&coffee

maker

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofJanuary202579%

of

Nespresso

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nespresso’s

brandingresonates

more

with

Gen

Z?Nespresso

ranksthirdinawareness

withinthecoffeemachine&coffee

maker

market?Nespresso

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Nespresso

is26%?Nespresso

rankseighth

inownership?Among

Nespresso

enthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,Nespresso

issecond

intheUnited?Consumers

want

theircoffee

machine

&coffeemaker

brandstohavereliability,highvalue,andauthenticityStates?Nespresso

hasascore

of

23%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

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

Nespresso

at

79%Brand

profile:

snapshotBrand

performance

of

NespressointheUnitedStates79%72%26%23%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

machines

&coffee

makers

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=900,

respondents

who

know

the

individual

brand

(popularity),n=900,

respondents

who

know

the

individual

brand

(ownership),

n=121,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=900,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nespresso’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNespresso

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatNespresso

islikedby8%

of

Babyboomers

and23%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

30%,

respectively.30%26%23%ForMillennials

andGen

Z,

36%

and

33%

feel

positivelytowards

Nespresso,

versus

35%

and26%.

Socurrently,forNespresso,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee

machines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=238,

Nespresso

enthusiast,

n=958,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nespresso

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Nespresso

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.8%12%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nespresso

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%52%

ofmen

likeNespresso

compared

to48%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

own

coffeemachines

&coffee

makers

compared

to50%

ofmen.50%50%90%8%

of

Nespresso

enthusiastsconsiderthemselves

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

coffee

machines

&coffeemakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=238,

Nespresso

enthusiast,

n=958,

coffeemachine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Nespresso

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.22%27%Single32%38%15%17%CoupleSingleparentNuclear38%

ofNespresso

enthusiastsarefromhigh-income

households.Nespresso’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

20%

ofNespressoenthusiastshavethiscurrent

livingsituation.13%10%16%16%40%28%41%Multi-generational5%5%20%16%ExtendedOther21%8%8%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

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=238,

Nespresso

enthusiast,

n=958,

coffee

machine

&coffeemakerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Consumers

want

their

coffee

machine

&

coffee

maker

brands

to

have

reliability,high

value,

and

authenticityBrand

profile:

qualitiesQualitiesownerswant

from

coffee

machine&coffee

makerbrandsForcoffee

machines

&coffee

makers,the

top

three

qualitiesowners

wantfrom

abrand

are

reliability,highvalue,andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Nespresso

owners

also

appreciatethesekey

attributes,indicating

Nespressoexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNespresso

enthusiastsareleast

focused

on

arethrill/excitement

andsocial

responsibility.ReliabilityExclusivityNespresso

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee

machines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;

MultiPick;“When

it

comesto

coffee

machines

&coffee

makers,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=121,

Nespresso

owners’,

n=238,

Nespressoenthusiast,

n=958,

coffeemachine

&coffeemakerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Nespresso

fans,

37%

state

that

they

get

excited

about

coffee

machines&

coffee

makersBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

machines&coffee

makersingeneral?37%35%

35%30%27%23%23%22%21%21%18%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

coffee

machines&

topicsrelating

tocoffee

makerscoffee

machines&coffee

makersBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

machines

&coffee

makersdo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee

machines

&coffeemakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=238,Nespresso

enthusiast,

n=958,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Nespresso

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee

machines&coffee

makers,the

average

awareness

ofabrandinthe

United

Statesis45%.

Awareness

ofNespresso,

however,

isat72%.Awareness26%

ofU.S.

coffee

machine

&coffee

maker

owners

saythey

likeNespresso,

compared

to

anindustryaveragebrandpopularityof

25%.13%

ofindustryowners

inthe

United

Statessay

theyown

Nespresso,

with

the

average

ownership

ofabrandat14%.BuzzPopularity79%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of65%.Nespresso

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Coffee

machines

&coffee

makers

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=900,

respondents

who

know

the

individual

brand

(popularity),n=900,

respondents

who

know

the

individual

brand

(ownership),

n=121,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=900,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nespresso

ranks

third

in

awareness

within

the

coffee

machine

&

coffee

makermarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNespressoRank#

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.1Mr.

CoffeePhilips76%75%72%72%71%70%63%58%52%37%228%3NespressoKeurig45Black+DeckerHamiltonBeachCuisinartUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6772%8BraunOutofallrespondents,

72%

were

aware

of

Nespresso.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.9Nescafé

/Dolce

GustoSiemensAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025The

popularity

rating

of

Nespresso

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNespressoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Keurig54%47%43%33%30%27%26%26%25%24%2Mr.

CoffeeBlack+DeckerHamiltonBeachCuisinartBunn26%34Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Nespresso.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.567NespressoCapressoBella74%89PopularityN/A10Braun14

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=900,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nespresso

ranks

eighth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofNespressoRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

coffeemachines

&coffee

makers,

which

of

the

followingbrandsdoyouown

currently?”.1Keurig13%2Mr.

CoffeeBlack+DeckerBrentwoodBella28%321%Outofconsumers

who

knew

thebrand,

13%

saidtheyowned

Nespresso.

Thisranksthemeighthcomparedtootherbrandssurveyed

inthismarket.420%519%6HamiltonBeachCuisinart15%714%8NespressoBreville13%87%913%UsageN/A10Capresso12%15

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=900,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofJanuary2025In

terms

of

loyalty,

Nespresso

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNespresso’sconsumersRank#

BrandLoyalty

%86%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Keurig21%2NespressoBlack+DeckerBella79%374%474%5HamiltonBeachMoccamasterMr.

CoffeeNescafé

/Dolce

GustoCapresso73%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee

machines&coffee

makers,

which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.771%869%79%968%Outofrespondents

whohaveowned

Nespresso,

79%saidthey

would

purchasethebrandagain.LoyaltyN/A10Krups68%16

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=121,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nespresso

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNespressoRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Keurig23%2Black+DeckerNespressoBella24%323%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutNespresso

inthemedia.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.423%5Mr.

CoffeeCapressoBrentwoodHamiltonBeachBunn21%619%718%77%816%915%BuzzN/A10Cuisinart15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=900,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata