CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Mud

Bay

in

the

United

StatesConsumer

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

MudBay’s

performance

inthepetsupplyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202476%

ofMud

Bay

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MudBay’sbrandingresonates

more

with

Gen

Z?MudBay

ranksoutside

the

Top

10

inawarenesswithin

the

pet

supplyonline

shopmarket?MudBay

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

MudBay

is28%?Among

MudBay

enthusiasts,49%

fallunderthe

high-

?MudBay

ranksoutside

the

Top

10

inusageincome

category?Interms

of

loyalty,MudBay

is

fifth

intheUnited?Consumers

want

theirpetsupplyonline

shopbrands

Statestohavehonesty

/trustworthiness,

friendliness,

andreliability?MudBay

hasascore

of22%

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

Mud

Bay

at

76%Brand

profile:

snapshotBrand

performance

of

MudBay

intheUnitedStates76%28%22%20%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=171,

respondents

who

know

the

individual

brand

(popularity),

n=171,respondents

who

know

the

individual

brand

(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=171,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mud

Bay

’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%40%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMudBay

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMudBay

islikedby0%

of

Babyboomers

and

17%

of

GenXers,

whereas

thetotalshareof

industryusers

is7%and26%,

respectively.28%26%17%ForMillennials

andGen

Z,

44%

and

40%

feel

positivelytowards

MudBay,versus

39%

and28%.

Socurrently,forMudBay,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.7%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=48,

Mud

Bayenthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Mud

Bay

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

MudBay

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MudBay

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.23%44%56%49%51%56%

ofmen

likeMudBay

compared

to44%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

usepetsupplyonlineshopscompared

to

49%

ofwomen.75%23%

ofMud

Bay

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

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=48,

MudBayenthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mud

Bay

enthusiasts,

49%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.25%25%Single35%10%11%CoupleSingleparentNuclear49%49%

ofMud

Bay

enthusiastsarefromhigh-income

households.MudBay’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

19%

ofMudBay

enthusiastshavethiscurrent

livingsituation.19%19%21%20%34%31%20%Multi-generational6%3%12%31%ExtendedOther15%6%7%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

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=48,

Mud

Bay

enthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

honesty

/trustworthiness,

friendliness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessfriendliness,

andreliability.40%20%0%MudBay

users

alsoappreciate

thesekeyattributes,indicating

MudBay

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMudBay

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityMudBay

shouldwork

on

promotingcoolness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=34,

Mud

Bayusers’,n=48,

Mud

Bayenthusiast,

n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mud

Bay

fans,

52%

state

that

they

get

excited

about

pet

supply

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?52%48%42%42%40%38%31%28%26%25%24%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutpetsupply

topicsrelating

toIget

excitedIliketotalkaboutonlineshopspetsupplyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

pet

supply

online

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

topet

supply

onlineshops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=48,

Mud

Bayenthusiast,n=874,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

ofMud

Bay

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinthe

United

Statesis37%.Awareness

ofMudBay,however,

isat14%.Awareness28%

ofU.S.

petsupplyonline

shopusers

saytheylikeMudBay,compared

to

anindustryaverage

brandpopularity

of31%.20%

ofindustryusers

intheUnitedStatessaythey

useMudBay,with

the

average

usageofabrandat25%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.MudBay

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

22%

comparedto26%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=171,

respondents

who

know

the

individual

brand

(popularity),

n=171,respondents

who

know

the

individual

brand

(usage),

n=34,

respondents

who

have

used

the

individual

brand

(loyalty),

n=171,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mud

Bay

ranks

outside

the

Top

10

in

awareness

within

the

pet

supply

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMudBayRank#

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.1PetSmart89%83%83%73%38%30%30%27%25%20%14%2Chewy3Petco4TEMU5Pet

SuppliesPlusPet

Depotpet

food

expressPetsenseUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

14%

were

aware

of

MudBay.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.86%9Pet

SupermarketPetPeopleAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofMud

Bay

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMudBayRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Chewy59%55%47%31%30%30%29%29%28%27%2PetSmart28%3Petco4Pet

DepotHollywoodFeedChuck&Don'sPet

SupermarketConcordOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

MudBay.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.56772%89MudBayPopularityN/A10Kahoots14

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=171,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mud

Bay

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMudBayRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Chewy20%2PetSmart38%3HollywoodFeedPetco34%Outofconsumers

who

knew

thebrand,

20%

saidtheyused

MudBay.

Thisranksthem

outsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.432%5Chuck&Don'sConcord26%625%7Pet

DepotKRISER'S25%824%80%9Pet

SupermarketKahoots23%UsageN/A1023%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=171,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Mud

Bay

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMudBay’s

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Chewy24%2PetSmart87%3Petco84%4TEMU81%5MudBay76%6PetPeoplePet

SuppliesPlusPetsense75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%76%874%9Pet

SupermarketChuck&Don's73%Outofrespondents

whohaveused

MudBay,76%

saidthey

would

usethebrand

again.LoyaltyN/A1071%16

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=34,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mud

Bay

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMudBayRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Chewy22%2PetSmartPetco38%332%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutMud

Bayinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4TEMU30%5Concord28%6HollywoodFeedChuck&Don'sKahoots28%727%824%78%9Pet

DepotPet

Supermarket23%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=171,

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

consumerinsightstomakedata-drivendecisions

andunlocknew