CONSUMER&

BRANDBrand

KPIs

for

beer:

Kronenbourg1664

in

the

United

KingdomConsumer

InsightsMarch2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

market

impactIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrand’sperformance

againsttheindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brand’sposition

Regions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKinthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Numberofrespondents:

approx.

3,720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Kronenbourg

1664’sperformance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsator

theBrandProfiler,

please

clickthelinkbelow.2Sources:Consumer

Insights

Global,

asofMarch2024Kronenbourg

1664

ranks

tenth

in

awareness

within

the

beer

marketIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kronenbourg

1664’s

brandingresonates

more

with?Thepopularity

ratingof

Kronenbourg

1664

is25%Gen

X?Kronenbourg

1664

ranksoutside

the

Top

10

in?Kronenbourg

1664

generally

appealsto

men

moreconsumptionthan

women?Interms

of

loyalty,Kronenbourg

1664

is

fifth

inthe?Among

Kronenbourg

1664

enthusiasts,35%

fallUnited

Kingdomunderthe

high-income

category?Kronenbourg

1664

hasascore

of

7%

formedia

buzz?Among

Kronenbourg

1664

fans,

27%

claimthatbeerproducts

arepartof

theireveryday

life3CHAPTER

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

Kronenbourg

1664

at

83%Brand

profile:

snapshotBrand

performance

of

Kronenbourg1664

intheUnited

Kingdom83%82%25%16%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=1,015,

respondents

who

know

the

individual

brand

(popularity),

n=1,015,

respondents

who

knowthe

individual

brand

(consumption),

n=160,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,015,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Sources:Kronenbourg

1664’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

attheshareofconsumers

who

likeKronenbourg

1664

bygeneration,versus

theshare

ofbeer

drinkers

generally,

we

canseethatKronenbourg

1664

islikedby10%

of

Babyboomers

and

42%

of

Gen

Xers,compared

tothetotalshareof

beer

drinkers

9%

and34%,

respectively.35%34%34%22%ForMillennials

andGen

Z,

34%

and

14%

feel

positivelytowards

Kronenbourg

1664

versus

35%

and

22%.

Socurrently,

forKronenbourg

1664,

Gen

Xconnect

mostwith

theirbrandcompared

tothe

industryingeneral.14%10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=250,

Kronenbourg

1664

enthusiast,

n=933,

beerdrinkersConsumer

Insights

Global,

asofMarch2024Sources:Kronenbourg

1664

generally

appeals

to

menmore

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kronenbourg

1664

showsmen

are

more

likely

tohaveanaffinitywith

the

brandover

women.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kronenbourg

1664

hasalower

proportion

of

LGBTQIA+37%63%45%55%63%

ofmen

likeKronenbourg

1664compared

to

37%

of

women,

whereasthe

industryaverage

forbeer

drinkersshows

55%

of

men

drinkbeer

comparedto45%

of

women.91%87%4%consumers

when

compared

totheindustryuser

ingeneral.6%

of

Kronenbourg

1664

enthusiastsconsider

themselves

tobepartof

theLGBTQIA+

community

compared

to9%among

beer

drinkers

overall.3%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beer,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=250,

Kronenbourg

1664enthusiast,

n=933,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024Among

Kronenbourg

1664

enthusiasts,

35%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

theindustry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthenumber

ofchildren.23%20%Single35%37%21%20%CoupleSingleparentNuclear35%

ofKronenbourg

1664

enthusiastsarefrom

ahigh-income

household,while

thesharefortheindustryusers

is37%.Kronenbourg

1664’s

brand

is

generallyenjoyed

by

consumers

whoare

partofanuclearhousehold,

34%

of

Kronenbourg1664

enthusiastshavethiscurrent

livingsituationcompared

to

31%

of

beerdrinkers

generally.10%10%34%31%38%34%29%Multi-generational4%2%6%ExtendedOther27%13%2%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

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=250,

Kronenbourg

1664

enthusiast,

n=933,

beer

drinkersConsumer

Insights

Global,

asofMarch2024Sources:Among

Kronenbourg

1664

fans,

27%

claim

that

beer

products

are

part

of

theireveryday

lifeBrand

profile:

attitudesWhat

doconsumersthink

ofbeeringeneral?37%

ofconsumers

wholike

Kronenbourg

1664

saythey

arewell

informed

when

itcomes

tobeer

and

33%

ofthese

users

say

thatthey

can’timaginetheirlifewithout

beer.

Thiscompares

to

anindustryvalueof26%

and23%,

respectively.How

doespriceaffect

theirdecision?17%

ofconsumers

wholike

Kronenbourg

1664

sayalow

price

ismore

important

thanhighquality

when

itcomes

to

beer,

compared

toanindustryvalueof17%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to42%

ofconsumers

who

likeKronenbourg

1664,

compared

to

theindustryvalueof35%.Do

beerproductsneed

to

innovateto

stay

relevant?39%

ofconsumers

wholike

Kronenbourg

1664

saybeer

products

excite

themwith

46%

confirming

they

liketotryout

new

and

innovative

beer

products.

Forthegeneral

industryuser,thisis28%

and33%,

respectively.How

important

issustainability

toconsumers?According

to24%

ofconsumers

who

likeKronenbourg

1664,

sustainabilityisimportant

when

itcomes

to

beer,compared

to

theindustryvalueof18%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=250,

Kronenbourg

1664

enthusiast,

n=933,

beerdrinkersSources:Consumer

Insights

Global,

asofMarch2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1082%

of

Kronenbourg

1664

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

theaverage

awareness

of

abrandintheUnited

Kingdom

is

77%.

Awareness

ofKronenbourg

1664,

however,

isat83%.Awareness25%

ofUK

beer

drinkers

saytheylikeKronenbourg1664,

compared

toanaverage

beer

brandpopularityof

26%.16%

ofbeer

drinkers

intheUnited

Kingdom

say

theydrinkKronenbourg

1664,

with

theaverageconsumption

ofabrandat21%.BuzzPopularity82%

ofKronenbourg

1664

drinkers

say

theywouldconsume

thebrandagain

compared

to

anaverageloyalty

score

of79%.Kronenbourg

1664

hasbeen

seen

less

inthemediathan

other

brands,with

a“Buzz”score

of

7%compared

to

13%.LoyaltyKronenbourg1664UsageSooverall,

theresults

showtheir

performance

tobeinconsistent

compared

to

theindustry.Industryaverage11

Notes:Sources:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,222,

all

respondents

(awareness),

n=1,015,

respondents

who

know

the

individual

brand

(popularity),

n=1,015,

respondents

who

knowthe

individual

brand

(consumption),

n=160,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,015,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofMarch2024Kronenbourg

1664

ranks

tenth

in

awareness

within

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKronenbourg1664Rank#

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.1BudweiserGuinness92%92%91%91%90%90%89%88%85%83%17%23HeinekenStellaArtoisCarlsbergCorona45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand’slogo

andthewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Carling8Foster'sOutofallrespondents,

83%

were

aware

ofKronenbourg

1664.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.83%9SanMiguelKronenbourg

1664AwarenessN/A1012

Notes:Sources:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,222,

all

respondents

(awareness)Consumer

Insights

Global,

asofMarch2024The

popularity

rating

of

Kronenbourg

1664

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKronenbourg1664Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

fromcurrent

and

potential

futurecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Birra

Moretti36%34%32%30%30%30%28%28%27%26%2BudweiserCorona25%34SanMiguelStellaArtoisPeroni

Nastro

AzzurroHeinekenOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Kronenbourg

1664.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56775%8Madrí

ExcepcionalAmstel9PopularityN/A10Carling13

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,015,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofMarch2024Kronenbourg

1664

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKronenbourg1664Rank#

BrandUsage

%33%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthebrandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Birra

Moretti16%2BudweiserCorona31%328%Outofconsumers

who

knew

thebrand,

16%

saidtheyconsumed

Kronenbourg

1664.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4StellaArtoisMadrí

ExcepcionalSanMiguelCarling25%525%623%723%8Heineken23%84%9Peroni

Nastro

AzzurroAmstel23%UsageN/A1022%14

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,015,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofMarch2024Interms

of

loyalty,

Kronenbourg

1664

is

fifth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKronenbourg1664’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumption

ofabrandinthelast12

months,thenext

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsintocustomer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Staropramen18%2StellaArtois85%3Madrí

ExcepcionalPeroni

Nastro

AzzurroKronenbourg

1664Birra

MorettiSanMiguel83%483%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsare

you

likely

toconsume

againinthe

future?”.781%8Heineken80%82%9Guinness79%Outofrespondents

whohaveconsumed

Kronenbourg1664,

82%

saidtheywould

usethebrandagain.LoyaltyN/A10Amstel78%15

Notes:Sources:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=160,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofMarch2024Kronenbourg

1664

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKronenbourg1664Rank#

BrandBuzz%25%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1Birra

Moretti2BudweiserGuinnessHeinekenCarlsbergCoors24%321%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutKronenbourg

1664

inthemedia.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.416%516%615%7StellaArtoisFoster's15%815%93%9Carling13%BuzzN/A10Madrí

Excepcional13%16

Notes:Sources:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,015,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofMarch2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Lever