CONSUMER&

BRANDBrandKPIs

for

organic

food:

TraderJoe’s

in

the

United

StatesConsumer

Insights

reportOctober2024Discover

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

Trader

Joe’s

performance

inthe

organic

food

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,

asofOctober

202488%

of

Trader

Joe’s

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TraderJoe’s

branding

resonates

with

Gen

Zsimilarly?TraderJoe’s

ranksfirst

inawareness

within

thetootherbrandsintheindustryorganic

food

market?TraderJoe’s

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

TraderJoe’s

is40%?TraderJoe’s

ranksfifth

inconsumption?Among

TraderJoe’s

enthusiasts,39%

fallunderthehigh-income

category?Interms

of

loyalty,Trader

Joe’s

is

firstinthe

UnitedStates?Consumers

want

theirorganic

food

brandstohavehighvalue,honesty

/trustworthiness,

andauthenticity?TraderJoe’s

hasascore

of23%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Trader

Joe’s

at

88%Brand

profile:

snapshotBrand

performance

of

TraderJoe’sintheUnited

States88%72%40%32%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=905,

respondents

who

know

the

individual

brand

(popularity),

n=905,

respondentswho

know

the

individual

brand

(consumption),

n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=905,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Trader

Joe’s

branding

resonates

with

Gen

Z

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%

38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTrader

Joe’s

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatTrader

Joe’s

islikedby8%

of

Babyboomers

and27%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is8%

and

27%,

respectively.28%27%27%

27%ForMillennials

andGen

Z,

38%

and

28%

feel

positivelytowards

Trader

Joe’s,

versus

38%

and27%.

Socurrently,

forTrader

Joe’s,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.8%

8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=359,

TraderJoe’senthusiast,

n=866,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Trader

Joe’s

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Trader

Joe’s

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.11%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TraderJoe’s

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%48%52%52%

ofmen

likeTrader

Joe’s

comparedto48%

of

women,

whereas

fortheoverall

industry,52%

ofmen

consumeorganic

food

compared

to48%

ofwomen.86%11%

ofTrader

Joe’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

organic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=359,

TraderJoe’senthusiast,

n=866,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Trader

Joe’s

enthusiasts,

39%

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.25%23%Single37%39%19%19%CoupleSingleparentNuclear39%

ofTrader

Joe’s

enthusiastsarefromhigh-income

households.Trader

Joe’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

25%

of

TraderJoe’senthusiastshavethiscurrent

livingsituation.9%11%18%19%33%30%35%Multi-generational4%4%18%17%ExtendedOther26%7%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

organicfood,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=359,

TraderJoe’senthusiast,

n=866,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

organic

foodbrands

to

have

high

value,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

organic

food

brandsFororganic

food,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Trader

Joe’s

consumers

alsoappreciatethese

key

attributes,indicatingTraderJoe’s

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatTraderJoe’senthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityTrader

Joe’s

should

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

organicfood,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

organic

food,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

organicfood,

whichofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=292,

TraderJoe’sconsumers’,n=359,

TraderJoe’senthusiast,

n=866,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Trader

Joe’s

fans,

31%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?36%34%31%31%29%28%27%27%26%24%22%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutorganicfood

productsIliketotalkabouttopicsrelating

toorganic

foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

organic

fooddo

youagree

with?”;

Multi

Pick;

“When

it

comes

toorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=359,

TraderJoe’senthusiast,

n=866,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1188%

of

Trader

Joe’s

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

intheUnitedStatesis43%.

Awareness

ofTrader

Joe’s,

however,

isat72%.Awareness40%

ofU.S.

organicfood

consumers

saytheylikeTrader

Joe’s,

compared

to

anindustryaverage

brandpopularity

of34%.32%

ofindustryconsumers

intheUnited

Statessaythey

consume

Trader

Joe’s,

with

the

averageconsumption

ofabrandat30%.BuzzPopularity88%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Trader

Joe’s

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=905,

respondents

who

know

the

individual

brand

(popularity),

n=905,

respondentswho

know

the

individual

brand

(consumption),

n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=905,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Trader

Joe’s

ranks

first

in

awareness

within

the

organic

food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTraderJoe’sRank#

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.1Trader

Joe's72%64%63%59%58%52%42%42%39%30%2SimplyOrganicSimplyNatureOrganic

ValleyNewman's

Own28%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.365byWholeFoodsMarket67StonyfieldOrganicNature's

PathOrganicBob's

Red

Mill72%8Outofallrespondents,

72%

were

aware

of

TraderJoe’s.

This

ranksthemfirstcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Earth

Grown13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Trader

Joe’s

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTraderJoe’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Newman's

Own46%2365byWholeFoods

Market

41%3Bob's

Red

MillTrader

Joe's41%40%39%38%37%31%29%27%40%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

Trader

Joe’s.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.5SimplyNatureSimplyOrganicOrganic

ValleyNature's

PathOrganicEden660%789PopularityN/A10Earth

Grown14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=905,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Trader

Joe’s

ranks

fifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTraderJoe’sRank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

organic

food,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Bob's

Red

Mill2Newman's

OwnSimplyNature37%32%335%Outofconsumers

who

knew

thebrand,

32%

saidtheyconsumed

Trader

Joe’s.

Thisranksthemfifth4365byWholeFoods

Market

34%compared

to

other

brandssurveyed

inthismarket.5Trader

Joe'sSimplyOrganicOrganic

ValleyEarth

GrownNOWRealFoodEden32%32%30%28%27%27%6768%89UsageN/A1015

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=905,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Trader

Joe’s

is

first

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTraderJoe’sconsumersRank#

BrandLoyalty

%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.1Trader

Joe's88%12%2365byWholeFoods

Market

88%3Newman's

OwnStonyfieldOrganicSimplyNature86%82%80%79%77%76%76%71%456Bob's

Red

MillTomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

organic

food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7SimplyOrganicNature's

PathOrganicOrganic

Valley888%N/A9Outofrespondents

whohaveconsumed

Trader

Joe’s,88%

saidthey

would

consume

the

brandagain.Loyalty10Earth

Grown16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Trader

Joe’s

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTraderJoe’sRank#

BrandBuzz%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1365byWholeFoods

Market

28%23%2Eden27%26%25%24%24%23%23%23%22%3Frontier

Co-opBob's

Red

MillSimplyNatureOrganic

ValleyNewman's

OwnEarth

GrownTrader

Joe'sOutofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutTrader

Joe’s

inthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.456777%89BuzzN/A10NOWRealFood17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=905,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstom