CONSUMER&

BRANDBrandKPIs

for

coffee

machines

&coffee

makers:

Nescafé

/

Dolce

Gustoin

the

United

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

Nescafé

/Dolce

Gusto’sperformance

inthe

coffee

machine&coffee

makermarket.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,

asofJanuary202569%

of

Nescafé

/

Dolce

Gusto

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nescafé

/Dolce

Gusto’s

branding

resonates

more?Nescafé

/Dolce

Gustoranksninth

inawarenesswith

Millennialswithin

the

coffee

machine&coffee

maker

market?Nescafé

/Dolce

Gustogenerally

appealstomen?Thepopularity

ratingof

Nescafé

/Dolce

Gustois23%more

than

women?Nescafé

/Dolce

Gustoranksoutsidethe

Top

10

in?Among

Nescafé

/Dolce

Gustoenthusiasts,42%

fallownershipunderthe

high-income

category?Interms

of

loyalty,Nescafé

/Dolce

Gustoiseighthin?Consumers

want

theircoffee

machine

&coffeemaker

brandstohavereliability,highvalue,andauthenticitythe

UnitedStates?Nescafé

/Dolce

Gustohasascore

of15%

formediabuzz3Sources:

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

Nescafé

/

Dolce

Gusto

at

69%Brand

profile:

snapshotBrand

performance

of

Nescafé

/DolceGusto

intheUnitedStates69%52%23%15%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

machines

&coffee

makers

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=655,

respondents

who

know

the

individual

brand

(popularity),n=655,

respondents

who

know

the

individual

brand

(ownership),

n=75,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=655,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nescafé

/

Dolce

Gusto’sbranding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNescafé

/Dolce

Gustobygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatNescafé

/Dolce

Gustoislikedby3%

of

Babyboomers

and

23%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is9%

and

30%,respectively.35%30%30%26%23%ForMillennials

andGen

Z,

44%

and

30%

feel

positivelytowards

Nescafé

/Dolce

Gusto,versus

35%

and26%.Socurrently,

forNescafé

/Dolce

Gusto,Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.9%3%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=149,

Nescafé

/DolceGusto

enthusiast,

n=958,

coffeemachine

&coffeemakerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nescafé

/

Dolce

Gusto

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nescafé

/Dolce

Gustoshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%86%16%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nescafé

/Dolce

Gustohasahigherproportion

ofLGBTQIA+44%56%50%50%56%

ofmen

likeNescafé

/Dolce

Gustocompared

to

44%

of

women,

whereasfortheoverall

industry,50%

of

womenown

coffee

machines

&coffee

makerscompared

to

50%

of

men.82%consumers

when

compared

totheindustryusers

ingeneral.16%

ofNescafé

/Dolce

Gustoenthusiastsconsider

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

coffee

machines

&coffeemakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=149,

Nescafé

/DolceGusto

enthusiast,

n=958,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Nescafé

/

Dolce

Gusto

enthusiasts,

42%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%Single27%32%17%17%42%CoupleSingleparentNuclear42%

ofNescafé

/Dolce

Gustoenthusiastsare

from

high-incomehouseholds.Nescafé

/Dolce

Gusto’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anextended

household,21%

ofNescafé

/Dolce

Gustoenthusiastshavethiscurrent

livingsituation.14%10%14%16%40%28%37%Multi-generational7%5%21%16%ExtendedOther20%9%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=149,

Nescafé

/DolceGusto

enthusiast,

n=958,

coffeemachine

&coffee

makerownersSources:

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%Nescafé

/Dolce

Gustoowners

alsoappreciate

these

key

attributes,indicating

Nescafé

/Dolce

Gustoexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatNescafé

/Dolce

Gustoenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessNescafé

/Dolce

Gustoshould

work

onpromoting

sustainabilityto

convertenthusiastsintoowners.HighvalueHonesty/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=75,

Nescafé

/DolceGusto

owners’,n=149,

Nescafé

/DolceGustoenthusiast,

n=958,

coffeemachine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Nescafé

/

Dolce

Gusto

fans,

36%

state

that

they

get

excited

about

coffeemachines

&

coffee

makersBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

machines&coffee

makersingeneral?36%35%30%30%30%25%24%23%22%21%21%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=149,Nescafé

/DolceGusto

enthusiast,

n=958,

coffeemachine

&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.1169%

of

Nescafé

/

Dolce

Gusto

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee

machines&coffee

makers,the

average

awareness

ofabrandinthe

United

Statesis45%.

Awareness

ofNescafé

/Dolce

Gusto,however,isat52%.Awareness23%

ofU.S.

coffee

machine

&coffee

maker

owners

saythey

likeNescafé

/Dolce

Gusto,compared

toanindustryaverage

brand

popularity

of25%.BuzzPopularity11%

ofindustryowners

inthe

United

Statessay

theyown

Nescafé

/Dolce

Gusto,with

the

averageownership

of

abrand

at14%.69%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of65%.Nescafé

/Dolce

Gustohasbeen

noticed

similarly

inthe

media

compared

toother

brands,with

a“Buzz”score

of15%

compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Coffee

machines

&coffee

makers

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=655,

respondents

who

know

the

individual

brand

(popularity),n=655,

respondents

who

know

the

individual

brand

(ownership),

n=75,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=655,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nescafé

/

Dolce

Gusto

ranks

ninth

in

awareness

within

the

coffee

machine

&coffee

maker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNescafé

/Dolce

GustoRank#

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%23NespressoKeurig448%5Black+DeckerHamiltonBeachCuisinart52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678BraunOutofallrespondents,

52%

were

aware

of

Nescafé

/Dolce

Gusto.

Thisranksthemninth

compared

to

otherbrandssurveyed

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

Nescafé

/

Dolce

Gusto

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNescafé

/Dolce

GustoRank#

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%23%2Mr.

CoffeeBlack+DeckerHamiltonBeachCuisinartBunn34Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

Nescafé

/Dolce

Gusto.This

ranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.567NespressoCapressoBella77%89PopularityN/A10Braun14

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=655,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nescafé

/

Dolce

Gusto

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofNescafé

/Dolce

GustoRank#

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?”.1Keurig11%2Mr.

CoffeeBlack+DeckerBrentwoodBella28%321%Outofconsumers

who

knew

thebrand,

11%

saidtheyowned

Nescafé

/Dolce

Gusto.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.420%519%6HamiltonBeachCuisinart15%714%8NespressoBreville13%89%913%UsageN/A10Capresso12%15

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=655,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofJanuary2025In

terms

of

loyalty,

Nescafé

/

Dolce

Gusto

is

eighth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNescafé

/Dolce

Gusto’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.1Keurig2NespressoBlack+DeckerBella79%31%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%69%869%968%Outofrespondents

whohaveowned

Nescafé

/DolceGusto,69%

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=75,

respondents

who

have

owned

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Nescafé

/

Dolce

Gusto

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNescafé

/Dolce

GustoRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Keurig15%2Black+DeckerNespressoBella24%323%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutNescafé

/Dolce

Gustointhe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.423%5Mr.

CoffeeCapressoBrentwoodHamiltonBeachBunn21%619%718%816%85%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=655,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtools