CONSUMER&

BRANDBrandKPIs

for

ready-made-food:Samyang

-

Buldak

in

MexicoConsumer

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.

7500Ourdataallows

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

Samyang-Buldak’sperformance

inthe

ready-made-food

market.Fieldwork:April-July

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

ofSamyang

-

Buldak

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Samyang-Buldak’sbranding

resonates

more

with?Samyang-BuldakranksoutsidetheTop10

inGen

Zawareness

withintheready-made-food

market?Samyang-Buldakgenerally

appealsto

women

more

?Thepopularity

ratingof

Samyang-Buldakis

24%than

men?Samyang-BuldakranksoutsidetheTop10

in?Among

Samyang-Buldakenthusiasts,33%

fall

under

consumptionthe

high-income

category?Interms

of

loyalty,Samyang-Buldak

isoutsidethe?Consumers

want

theirready-made-food

brandstohavereliability,authenticity,andhonesty

/trustworthinessTop

10inMexico?Samyang-Buldakhasascore

of

11%

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.4Loyalty

is

the

highest

scoring

KPI

for

Samyang

-

Buldak

at

80%Brand

profile:

snapshotBrand

performance

of

Samyang-BuldakinMexico80%24%21%17%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=206,

respondents

who

know

the

individual

brand

(popularity),

n=206,respondents

who

know

the

individual

brand

(consumption),

n=44,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=206,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Samyang

-

Buldak’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%

41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSamyang-Buldak

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSamyang-Buldakislikedby0%

of

Babyboomers

and

18%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

25%,

respectively.32%25%18%ForMillennials

andGen

Z,

41%

and

41%

feel

positivelytowards

Samyang-Buldak,versus

40%

and

32%.

Socurrently,

forSamyang-Buldak,Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=49,

Samyang

-

Buldak

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Samyang

-

Buldak

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Samyang-Buldak

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Samyang-Buldakhasahigherproportion

ofLGBTQIA+51%49%57%56%

ofwomen

likeSamyang

-Buldakcompared

to

43%

of

men,whereas

forthe

overall

industry,51%

of

womenconsume

ready-made-food

compared

to49%

ofmen.88%84%consumers

when

compared

totheindustryusers

ingeneral.14%

ofSamyang-Buldakenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.43%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=49,

Samyang-Buldak

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Samyang

-

Buldak

enthusiasts,

33%

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.6%6%Single31%33%10%13%CoupleSingleparentNuclear33%

ofSamyang-Buldakenthusiastsarefrom

high-income

households.Samyang-Buldak’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,14%

ofSamyang

-Buldakenthusiastshavethiscurrent

livingsituation.8%8%40%29%37%35%38%Multi-generational14%11%22%25%29%ExtendedOther2%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=49,

Samyang-

Buldak

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarereliability,

authenticity,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Samyang-Buldak

consumers

alsoappreciate

these

key

attributes,indicating

Samyang-Buldakexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatSamyang-Buldakenthusiastsare

least

focused

on

areinclusiveness

and

boldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessSamyang-Buldak

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ready-made-food,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=44,

Samyang

-

Buldak

consumers’,n=49,

Samyang

-

Buldak

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Samyang

-

Buldak

fans,

53%

state

that

they

get

excited

about

ready-made-food

productsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?61%53%45%44%37%35%29%27%25%22%12%8%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

ready-made-food

topicsrelating

toproductsready-made-foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ready-made-food

do

youagree

with?”;

Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=49,

Samyang-

Buldak

enthusiast,n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

ofSamyang

-

Buldak

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinMexico

is54%.

Awareness

ofSamyang-Buldak,however,

isat17%.Awareness24%

ofMexican

ready-made-food

consumers

saytheylikeSamyang-Buldak,compared

to

anindustryaverage

brand

popularity

of43%.21%

ofindustryconsumers

inMexico

say

theyconsume

Samyang-Buldak,with

the

averageconsumption

ofabrandat39%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Samyang-Buldak

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ready-made-food

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=206,

respondents

who

know

the

individual

brand

(popularity),

n=206,respondents

who

know

the

individual

brand

(consumption),

n=44,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=206,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Samyang

-

Buldak

ranks

outside

the

Top

10

in

awareness

within

the

ready-made-food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSamyang

-BuldakRank#

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.1LaCoste?aMaruchanKnorr95%94%91%90%85%81%67%56%51%50%17%234LaSierraBachocoIsadoraCampbell'sPilgrimsTyson5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

17%

were

aware

of

Samyang

-Buldak.ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.83%9AwarenessN/A10Chata13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofSamyang

-

Buldak

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSamyang

-BuldakRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LaCoste?aMaruchanBachocoKnorr76%66%65%64%60%58%56%45%42%41%24%234Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Samyang-Buldak.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.5LaSierraIsadora67Campbell'sPilgrimsMcCain76%89PopularityN/A10ElCazo14

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=206,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Samyang

-

Buldak

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSamyang

-BuldakRank#

BrandUsage

%73%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.1LaCoste?aMaruchanKnorr21%270%365%Outofconsumers

who

knew

thebrand,

21%

saidtheyconsumed

Samyang-Buldak.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4BachocoIsadora62%555%6LaSierraCampbell'sPilgrimsElCazo55%743%835%79%935%UsageN/A10McCain34%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=206,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Samyang

-

Buldak

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSamyang

-Buldak’sconsumersRank#

BrandLoyalty

%87%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.1MaruchanBachocoLaCoste?aTyson20%287%386%486%5Knorr84%6LaSierraPilgrimsMcCain83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.783%883%80%9VegetalistosIsadora82%Outofrespondents

whohaveconsumed

Samyang-Buldak,80%

saidthey

would

consume

the

brandagain.LoyaltyN/A1082%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=44,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Samyang

-

Buldak

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSamyang

-BuldakRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LaCoste?aKnorr11%260%3MaruchanBachocoLaSierraIsadora51%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutSamyang-Buldakinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.449%535%632%7Campbell'sElCazo30%821%89%9Chata18%BuzzN/A10McCain18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=206,

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

consumerinsightstomakeda