CONSUMER&

BRANDBrandKPIs

for

organic

food:

NOWReal

Food

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

NOW

Real

Food’s

performanceinthe

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

202466%

of

NOW

Real

Food

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??NOW

Real

Food’s

branding

resonates

more

with?NOW

Real

Food

ranksoutsidethe

Top

10

inMillennialsawareness

withintheorganic

food

market?NOW

Real

Food

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

NOW

Real

Food

is25%?NOW

Real

Food

ranksninth

inconsumption?Among

NOWReal

Food

enthusiasts,53%

fallunderthe

high-income

category?Interms

of

loyalty,NOW

Real

Food

is

outsidetheTop10

inthe

United

States?Consumers

want

theirorganic

food

brandstohavehighvalue,honesty

/trustworthiness,

andauthenticity?NOW

Real

Food

hasascore

of22%

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

NOW

Real

Food

at

66%Brand

profile:

snapshotBrand

performance

of

NOWReal

Food

intheUnitedStates66%27%25%22%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=258,

respondents

who

know

the

individual

brand

(popularity),

n=258,

respondentswho

know

the

individual

brand

(consumption),

n=70,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=258,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024NOW

Real

Food’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNOW

Real

Food

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatNOWReal

Food

islikedby3%

of

Babyboomers

and

19%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

27%,

respectively.38%31%27%27%19%ForMillennials

andGen

Z,

47%

and

31%

feel

positivelytowards

NOW

Real

Food,

versus38%

and27%.

Socurrently,

forNOW

Real

Food,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.8%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=64,

NOW

RealFoodenthusiast,

n=866,

organicfood

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024NOW

Real

Food

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

NOW

Real

Food

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

NOW

Real

Food

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.34%66%48%52%66%

ofmen

likeNOW

Real

Foodcompared

to

34%

of

women,

whereasfortheoverall

industry,52%

of

menconsume

organic

food

compared

to48%of

women.92%8%

of

NOW

Real

Food

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

organic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=64,

NOW

RealFoodenthusiast,

n=866,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

NOW

Real

Food

enthusiasts,

53%

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.20%23%Single37%14%CoupleSingleparentNuclear53%

ofNOW

Real

Food

enthusiastsarefrom

high-income

households.NOW

Real

Food’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

33%

ofNOW

Real

Food

enthusiastshavethiscurrent

living

situation.53%19%11%11%33%33%30%19%Multi-generational2%4%29%17%17%ExtendedOther18%3%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=64,

NOW

RealFoodenthusiast,

n=866,

organicfood

consumersSources:

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%NOW

Real

Food

consumers

alsoappreciate

these

key

attributes,indicating

NOW

Real

Food

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNOW

Real

Foodenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessNOW

Real

Food

should

work

onpromoting

authenticityto

convertenthusiastsintoowners.HighvalueHonesty/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=70,

NOW

RealFoodconsumers’,n=64,

NOW

RealFoodenthusiast,

n=866,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

NOW

Real

Food

fans,

38%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?52%48%44%41%38%34%34%29%27%27%24%22%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=64,

NOW

RealFoodenthusiast,

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.1166%

of

NOW

Real

Food

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

intheUnitedStatesis43%.

Awareness

ofNOW

Real

Food,however,

isat21%.Awareness25%

ofU.S.

organicfood

consumers

saytheylikeNOWReal

Food,compared

to

anindustryaverage

brandpopularity

of34%.27%

ofindustryconsumers

intheUnited

Statessaythey

consume

NOW

Real

Food,with

theaverageconsumption

ofabrandat30%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.NOW

Real

Food

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

22%

compared

to23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

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=258,

respondents

who

know

the

individual

brand

(popularity),

n=258,

respondentswho

know

the

individual

brand

(consumption),

n=70,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=258,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024NOW

Real

Food

ranks

outside

the

Top

10

in

awareness

within

the

organic

foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNOWReal

FoodRank#

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%21%2SimplyOrganicSimplyNatureOrganic

ValleyNewman's

Own345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.365byWholeFoodsMarket67StonyfieldOrganicNature's

PathOrganicBob's

Red

Mill8Outofallrespondents,

21%

were

aware

of

NOWRealFood.

Thisranksthemoutside

the

Top

10

compared

toother

brandssurveyed

inthismarket.79%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

NOW

Real

Food

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNOWReal

FoodRank#

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%25%3Bob's

Red

MillTrader

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

who

knew

thebrand,

25%

saidtheyliked

NOW

Real

Food.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.5SimplyNatureSimplyOrganicOrganic

ValleyNature's

PathOrganicEden6775%89PopularityN/A10Earth

Grown14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=258,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024NOW

Real

Food

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNOWReal

FoodRank#

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%27%335%Outofconsumers

who

knew

thebrand,

27%

saidtheyconsumed

NOW

Real

Food.

This

ranksthemninthcompared

to

other

brandssurveyed

inthismarket.4365byWholeFoods

Market

34%5Trader

Joe'sSimplyOrganicOrganic

ValleyEarth

GrownNOWRealFoodEden32%32%30%28%27%27%6773%89UsageN/A1015

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=258,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

NOW

Real

Food

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNOWReal

Food’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%2365byWholeFoods

Market

88%34%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?”.66%SimplyOrganicNature's

PathOrganicOrganic

Valley789Outofrespondents

whohaveconsumed

NOW

RealFood,

66%

said

theywould

consume

thebrand

again.LoyaltyN/A10Earth

Grown16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=70,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024NOW

Real

Food

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNOWReal

FoodRank#

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

Co-opBob's

Red

MillSimplyNatureOrganic

ValleyNewman's

OwnEarth

GrownTrader

Joe'sOutofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutNOW

Real

Food

inthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.4567878%9BuzzN/A10NOWRealFood17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=258,

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

co