CONSUMER&

BRANDBrandKPIs

for

organic

food:

LundbergFamily

Farms

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

Lundberg

Family

Farms’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

202456%

of

Lundberg

Family

Farms

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??LundbergFamily

Farms’

brandingresonates

more?LundbergFamily

Farms

ranksoutside

the

Top

10

inwith

Millennialsawareness

withintheorganic

food

market?LundbergFamily

Farms

generally

appealstomen?Thepopularity

ratingof

LundbergFamily

Farms

ismore

than

women26%?Among

LundbergFamily

Farms

enthusiasts,57%

fall?LundbergFamily

Farms

ranksoutside

the

Top

10

inunderthe

high-income

categoryconsumption?Consumers

want

theirorganic

food

brandstohave?In

terms

of

loyalty,Lundberg

Family

Farmsisoutsidehighvalue,honesty

/trustworthiness,

andauthenticity

the

Top

10

inthe

United

States?LundbergFamily

Farms

hasascore

of19%

formediabuzz3Sources:

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

Lundberg

Family

Farms

at

56%Brand

profile:

snapshotBrand

performance

of

Lundberg

Family

Farms

intheUnitedStates56%26%25%24%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=309,

respondents

who

know

the

individual

brand

(popularity),

n=309,

respondentswho

know

the

individual

brand

(consumption),

n=73,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=309,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lundberg

Family

Farms’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLundberg

Family

Farmsbygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatLundbergFamily

Farms

isliked

by5%

of

Babyboomers

and

24%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is8%

and27%,

respectively.38%27%27%26%24%ForMillennials

andGen

Z,

45%

and

26%

feel

positivelytowards

Lundberg

Family

Farms,versus

38%

and27%.Socurrently,

forLundbergFamily

Farms,

Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.8%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=80,

Lundberg

Family

Farmsenthusiast,

n=866,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lundberg

Family

Farms

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Lundberg

Family

Farmsshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

LundbergFamily

Farms

hasasimilar

proportion

of

LGBTQIA+44%56%48%52%56%

ofmen

likeLundberg

Family

Farmscompared

to

44%

of

women,

whereasfortheoverall

industry,52%

of

menconsume

organic

food

compared

to48%of

women.89%consumers

when

compared

totheindustryusers

ingeneral.10%

ofLundberg

Family

Farmsenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.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=80,

LundbergFamily

Farmsenthusiast,

n=866,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lundberg

Family

Farms

enthusiasts,

57%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.24%23%Single37%14%19%CoupleSingleparentNuclear57%

ofLundberg

Family

Farmsenthusiastsare

from

high-incomehouseholds.Lundberg

Family

Farms’brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,29%

ofLundberg

Family

Farmsenthusiastshavethiscurrent

livingsituation.58%14%11%29%33%30%19%Multi-generational6%4%21%8%ExtendedOther17%21%6%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=80,

Lundberg

Family

Farmsenthusiast,

n=866,

organicfoodconsumersSources:

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%Lundberg

Family

Farmsconsumers

alsoappreciate

these

key

attributes,indicating

Lundberg

Family

Farmsexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLundbergFamilyFarmsenthusiastsareleast

focused

onarethrill

/excitement

and

innovation.ReliabilityExclusivityInnovationInclusivenessFriendlinessLundberg

Family

Farmsshouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.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=73,

Lundberg

Family

Farmsconsumers’,

n=80,

Lundberg

Family

Farms

enthusiast,

n=866,

organicfood

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lundberg

Family

Farms

fans,

45%

state

that

they

get

excited

aboutorganic

food

productsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?56%49%45%45%44%34%30%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=80,

Lundberg

Family

Farmsenthusiast,

n=866,organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1156%

of

Lundberg

Family

Farms

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

intheUnitedStatesis43%.

Awareness

ofLundberg

Family

Farms,however,

isat25%.Awareness26%

ofU.S.

organicfood

consumers

saytheylikeLundberg

Family

Farms,compared

to

anindustryaverage

brand

popularity

of34%.24%

ofindustryconsumers

intheUnited

Statessaythey

consume

Lundberg

Family

Farms,with

theaverage

consumption

of

abrand

at30%.BuzzPopularity56%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Lundberg

Family

Farmshasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

19%

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=309,

respondents

who

know

the

individual

brand

(popularity),

n=309,

respondentswho

know

the

individual

brand

(consumption),

n=73,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=309,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lundberg

Family

Farms

ranks

outside

the

Top

10

in

awareness

within

theorganic

foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLundberg

Family

FarmsRank#

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

Own25%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.365byWholeFoodsMarket67StonyfieldOrganicNature's

PathOrganicBob's

Red

Mill75%8Outofallrespondents,

25%

were

aware

of

LundbergFamily

Farms.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

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

Lundberg

Family

Farms

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLundberg

Family

FarmsRank#

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%26%3Bob's

Red

MillTrader

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

who

knew

thebrand,

26%

saidtheyliked

Lundberg

Family

Farms.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5SimplyNatureSimplyOrganicOrganic

ValleyNature's

PathOrganicEden6774%89PopularityN/A10Earth

Grown14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=309,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lundberg

Family

Farms

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLundberg

Family

FarmsRank#

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

Mill24%2Newman's

OwnSimplyNature37%335%Outofconsumers

who

knew

thebrand,

24%

saidtheyconsumed

Lundberg

Family

Farms.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4365byWholeFoods

Market

34%5Trader

Joe'sSimplyOrganicOrganic

ValleyEarth

GrownNOWRealFoodEden32%32%30%28%27%27%6776%89UsageN/A1015

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=309,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Lundberg

Family

Farms

is

outside

the

Top

10

in

the

UnitedStatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLundberg

FamilyFarms’

consumersRank#

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%3Newman's

OwnStonyfieldOrganicSimplyNature86%82%80%79%77%76%76%71%444%556%6Bob'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

Valley89Outofrespondents

whohaveconsumed

LundbergFamily

Farms,

56%

said

theywould

consume

thebrandagain.LoyaltyN/A10Earth

Grown16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=73,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lundberg

Family

Farms

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLundberg

FamilyFarmsRank#

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%19%2Eden27%26%25%24%24%23%23%23%22%3Frontier

Co-opBob's

Red

MillSimplyNatureOrganic

ValleyNewman's

OwnEarth

GrownTrader

Joe'sOutofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutLundberg

Family

Farms

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4567881%9BuzzN/A10NOWRealFood17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=309,

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

tostreamlinedmarketresearchtoolsandallresultsof