CONSUMER&

BRANDBrandKPIs

for

ice

cream:

Dairy

Queenin

the

United

StatesConsumer

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

Dairy

Queen’s

performance

inthe

ice

cream

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,

asofDecember202485%

of

Dairy

Queen

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Dairy

Queen’s

brandingresonates

withBaby?Dairy

Queen

ranksfirstinawareness

withintheiceBoomers

similarly

toother

brandsinthe

industrycream

market?Dairy

Queen

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Dairy

Queen

is

54%?Dairy

Queen

ranksfourthinconsumption?Among

Dairy

Queen

enthusiasts,31%

fall

underthehigh-income

category?Interms

of

loyalty,Dairy

Queen

isthirdinthe

UnitedStates?Consumers

want

theiricecream

brandstohaveauthenticity,highvalue,and

honesty

/trustworthiness?Dairy

Queen

hasascore

of

38%

formedia

buzz3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Dairy

Queen

at

92%Brand

profile:

snapshotBrand

performance

of

Dairy

Queen

intheUnitedStates92%85%54%38%36%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents(awareness),

n=1,145,

respondents

who

know

the

individual

brand

(popularity),

n=1,145,

respondentswho

know

the

individual

brand

(consumption),

n=416,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,145,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dairy

Queen’s

branding

resonates

with

Baby

Boomers

similarly

to

other

brandsin

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDairy

Queen

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDairy

Queen

islikedby11%

ofBaby

boomers

and

29%of

Gen

Xers,whereas

the

total

shareof

industryusersis10%

and30%,

respectively.30%29%25%24%ForMillennials

andGen

Z,

36%

and

24%

feel

positivelytowards

Dairy

Queen,

versus

36%

and

25%.

Socurrently,

forDairy

Queen,

BabyBoomers

connectmost

with

theirbrandcompared

tothe

overall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=613,

Dairy

Queen

enthusiast,

n=1,154,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Dairy

Queen

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Dairy

Queen

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Dairy

Queen

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%52%48%52%

ofwomen

likeDairy

Queencompared

to

48%

of

men,whereas

forthe

overall

industry,51%

of

menconsume

ice

cream

compared

to

49%

ofwomen.89%10%

ofDairy

Queen

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=613,

Dairy

Queenenthusiast,

n=1,154,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Dairy

Queen

enthusiasts,

31%

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.22%24%Single31%36%18%18%CoupleSingleparentNuclear31%

ofDairy

Queen

enthusiastsarefrom

high-income

households.Dairy

Queen’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

15%

ofDairy

Queen

enthusiastshavethiscurrent

living

situation.10%11%38%21%21%35%29%Multi-generational4%4%15%15%30%ExtendedOther9%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

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=613,

DairyQueen

enthusiast,

n=1,154,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ice

cream

brands

to

have

authenticity,

high

value,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icecream

brandsForice

cream,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

honesty

/trustworthiness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Dairy

Queen

consumers

alsoappreciatethese

key

attributes,indicatingDairyQueen

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatDairy

Queenenthusiastsare

least

focused

on

areinclusiveness

and

social

responsibility.ReliabilityExclusivityDairy

Queen

shouldwork

onpromotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ice

cream,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=416,

Dairy

Queen

consumers’,n=613,

DairyQueen

enthusiast,

n=1,154,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Dairy

Queen

fans,

54%

state

that

they

get

excited

about

ice

creamBrand

profile:

attitudesWhat

doconsumersthink

oficecream

ingeneral?54%45%43%41%34%29%26%24%20%20%19%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouticecream

topicsrelating

toicecreamIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ice

creamdo

youagree

with?”;

Multi

Pick;“When

it

comes

toice

cream,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=613,

DairyQueen

enthusiast,

n=1,154,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

Dairy

Queen

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ice

cream,

theaverage

awareness

ofabrandinthe

United

Statesis64%.

Awareness

ofDairy

Queen,

however,

is

at92%.Awareness54%

ofU.S.

icecream

consumers

saytheylikeDairyQueen,

compared

toanindustryaverage

brandpopularity

of38%.36%

ofindustryconsumers

intheUnited

Statessaythey

consume

Dairy

Queen,

withtheaverageconsumption

ofabrandat26%.BuzzPopularity85%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.Dairy

Queen

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of38%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents(awareness),

n=1,145,

respondents

who

know

the

individual

brand

(popularity),

n=1,145,

respondentswho

know

the

individual

brand

(consumption),

n=416,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,145,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dairy

Queen

ranks

first

in

awareness

within

the

ice

cream

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDairy

QueenRank#

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.8%1Dairy

Queen92%89%86%86%84%83%72%72%69%68%2Ben&Jerry'sBreyer's34Baskin-RobbinsH?agen-DazsBlueBunnyKroger5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678ColdStoneEdy'sOutofallrespondents,

92%

were

aware

of

DairyQueen.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.92%9AwarenessN/A10BlueBell13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Dairy

Queen

is

54%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDairy

QueenRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Ben&Jerry's59%54%53%51%50%47%46%43%38%38%2Dairy

QueenBaskin-RobbinsBreyer's3446%Outofconsumers

who

knew

thebrand,

54%

saidtheyliked

Dairy

Queen.

Thisranksthemsecond

comparedtootherbrandssurveyed

inthismarket.5H?agen-DazsBlueBell54%67BlueBunnyColdStoneMagnum89PopularityN/A10Edy's14

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,145,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dairy

Queen

ranks

fourth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofDairy

QueenRank#

BrandUsage

%42%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ice

cream,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Ben&Jerry's2BlueBunnyBreyer's38%337%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyconsumed

Dairy

Queen.

Thisranksthem

fourthcompared

to

other

brandssurveyed

inthismarket.4Dairy

QueenBlueBell36%533%6H?agen-DazsBaskin-RobbinsColdStoneOutshine31%64%730%826%925%UsageN/A10Magnum24%15

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:n=1,145,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Dairy

Queen

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDairy

Queen’sconsumersRank#

BrandLoyalty

%88%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.1Tillamook15%2Talenti87%3Dairy

QueenH?agen-DazsBen&Jerry'sBaskin-RobbinsMagnum85%485%584%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ice

cream,

whichof

the

following

brandsareyou

likely

toconsumeagaininthe

future?”.784%8TurkeyHillGood

HumorBreyer's83%85%982%Outofrespondents

whohaveconsumed

Dairy

Queen,85%

saidthey

would

consume

the

brandagain.LoyaltyN/A1081%16

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:

n=416,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Dairy

Queen

has

a

score

of

38%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDairy

QueenRank#

BrandBuzz%38%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Dairy

Queen2Ben&Jerry'sBaskin-RobbinsBlueBell32%329%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyhadheardaboutDairy

Queen

inthe

media.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.426%5BlueBunnyMagnum26%622%62%7H?agen-DazsColdStoneBreyer's22%820%920%BuzzN/A10Talenti15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,145,

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

consumerinsightstomakedata-drivendecisions

andunl