CONSUMER&

BRANDBrandKPIs

for

organic

food:

GUT

BIOin

GermanyConsumer

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

GUTBIO’s

performance

intheorganic

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

202475%

of

GUT

BIO

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??GUTBIO’s

branding

resonates

more

with

Gen

X?GUTBIO

generally

appealstowomen

more

than

men?GUTBIO

rankseighthinawareness

withintheorganicfood

market?Thepopularity

ratingof

GUTBIO

is28%?Among

GUTBIO

enthusiasts,35%

fallunderthe

high-income

category?GUTBIO

ranksoutsidethe

Top

10

inconsumption?Consumers

want

theirorganicfood

brandstohavehighvalue,sustainability,

andhonesty

/trustworthiness?Interms

of

loyalty,GUTBIOisoutsidetheTop10

inGermany?GUTBIO

hasascore

of10%

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

GUT

BIO

at

75%Brand

profile:

snapshotBrand

performance

of

GUTBIOinGermany75%52%28%24%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=646,

respondents

who

know

the

individual

brand

(popularity),

n=646,

respondentswho

know

the

individual

brand

(consumption),

n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024GUT

BIO’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%35%34%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGUTBIOby

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGUTBIOislikedby13%

of

Babyboomers

and

35%

of

GenXers,

whereas

thetotalshareof

industryusers

is11%and32%,

respectively.23%19%ForMillennials

andGen

Z,

34%

and

19%

feel

positivelytowards

GUTBIO,

versus

35%

and23%.

Socurrently,forGUTBIO,

Gen

Xconnects

most

withtheirbrandcompared

to

theoverall

industryuser.13%11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=183,

GUTBIOenthusiast,

n=978,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024GUT

BIO

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

GUTBIOshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

GUTBIO

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%54%54%

ofwomen

likeGUTBIOcomparedto46%

of

men,whereas

fortheoverallindustry,51%

of

women

consume86%organic

food

compared

to49%

of

men.86%6%

of

GUTBIO

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.46%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=183,

GUT

BIOenthusiast,

n=978,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

GUT

BIO

enthusiasts,

35%

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%Single28%35%34%25%25%CoupleSingleparentNuclear35%

ofGUT

BIOenthusiastsare

fromhigh-income

households.GUT

BIO’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

34%

of

GUTBIOenthusiastshavethiscurrent

livingsituation.8%7%35%31%34%27%38%Multi-generational2%1%7%10%ExtendedOther27%4%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

organicfood,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=183,

GUTBIOenthusiast,

n=978,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

organic

foodbrands

to

have

high

value,

sustainability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

organic

food

brandsFororganic

food,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,sustainability,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%GUTBIOconsumers

alsoappreciatethese

key

attributes,indicatingGUTBIOexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatGUTBIOenthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityGUTBIOshould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=152,

GUT

BIO

consumers’,n=183,

GUTBIO

enthusiast,

n=978,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

GUT

BIO

fans,

43%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?51%43%40%39%39%37%30%27%25%23%22%18%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=183,

GUTBIOenthusiast,

n=978,

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.1175%

of

GUT

BIO

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

inGermany

is47%.

Awareness

of

GUTBIO,however,

is

at52%.Awareness28%

ofGerman

organicfood

consumers

say

theylikeGUTBIO,

compared

toanindustryaverage

brandpopularity

of31%.24%

ofindustryconsumers

inGermany

saytheyconsume

GUTBIO,

with

the

average

consumption

of

abrandat27%.BuzzPopularity75%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.GUTBIOhasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

10%

comparedto14%.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=1,248,

all

respondents

(awareness),

n=646,

respondents

who

know

the

individual

brand

(popularity),

n=646,

respondentswho

know

the

individual

brand

(consumption),

n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024GUT

BIO

ranks

eighth

in

awareness

within

the

organic

food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGUT

BIORank#

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.1AlnaturaREWE

BioEDEKA

BiodmBio77%73%71%65%64%60%54%52%50%49%23448%5Bioland52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BioBio7K-Bio8GUT

BIODenn's

BiomarktDemeterOutofallrespondents,

52%

were

aware

of

GUTBIO.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

GUT

BIO

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGUT

BIORank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1EDEKA

BioREWE

BioAlnaturadmBio50%48%47%45%41%35%34%34%33%31%228%34Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

GUTBIO.This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5DemeterNaturgutBioBio6772%8Bioland9RapunzelDenn's

BiomarktPopularityN/A1014

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=646,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024GUT

BIO

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGUTBIORank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

organic

food,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1EDEKA

BioREWE

BiodmBio24%247%340%Outofconsumers

who

knew

thebrand,

24%

saidtheyconsumed

GUTBIO.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.4AlnaturaDemeterBioBio40%534%631%7Bioland29%76%8NaturgutenerBiORapunzel26%925%UsageN/A1025%15

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=646,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

GUT

BIO

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGUTBIO’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.1RapunzelREWE

BioAlnaturaEDEKA

BiodmBio288%25%386%486%585%6DemeterneuformK-Bio81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

organic

food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.780%75%880%9BioBio79%Outofrespondents

whohaveconsumed

GUTBIO,75%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Bioland78%16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024GUT

BIO

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGUTBIORank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AlnaturaEDEKA

BioBIOSONNEREWE

BioBioBio10%223%321%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutGUTBIOinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.419%519%6DemeterdmBio18%717%8Bioland16%90%Buzz9BioSmileyNaturgut14%N/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=646,

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

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identi