CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:Urban

Drinks

in

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.

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

UrbanDrinks’

performance

inthe

beverage

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202478%

of

Urban

Drinks

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??UrbanDrinks’brandingresonates

more

with

Gen

Z?UrbanDrinksranksoutsidethe

Top

10

inawarenesswithin

the

beverage

online

shopmarket?UrbanDrinksgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

UrbanDrinksis25%?UrbanDrinksranksoutsidethe

Top

10

inusage?Interms

of

loyalty,UrbanDrinksis

fourthinGermany?UrbanDrinkshasascore

of21%

formedia

buzz?Among

UrbanDrinksenthusiasts,26%

fallunderthehigh-income

category?Consumers

want

theirbeverage

online

shopbrandstohavehighvalue,friendliness,

andreliability3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Urban

Drinks

at

78%Brand

profile:

snapshotBrand

performance

of

UrbanDrinksinGermany78%25%21%18%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=199,

respondents

who

know

the

individual

brand

(popularity),

n=199,respondents

who

know

the

individual

brand

(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=199,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Urban

Drinks’

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeUrbanDrinksbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatUrbanDrinksislikedby2%

ofBaby

boomers

and16%of

Gen

Xers,whereas

the

total

shareof

industryusersis8%

and27%,

respectively.35%30%27%ForMillennials

andGen

Z,

43%

and

39%

feel

positivelytowards

Urban

Drinks,versus

35%

and30%.

Socurrently,

forUrbanDrinks,Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.16%8%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=49,

UrbanDrinksenthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Urban

Drinks

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

UrbanDrinksshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

UrbanDrinkshasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.37%63%45%55%63%

ofmen

likeUrbanDrinkscomparedto37%

of

women,

whereas

fortheoverall

industry,55%

ofmen

usebeverage

online

shopscompared

to45%of

women.84%82%14%

ofUrban

Drinksenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=49,

UrbanDrinksenthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Urban

Drinks

enthusiasts,

26%

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.20%23%Single26%36%22%24%CoupleSingleparentNuclear26%

ofUrban

Drinksenthusiastsarefrom

high-income

households.UrbanDrinks’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

37%

ofUrbanDrinksenthusiastshavethiscurrent

living

situation.4%8%37%33%31%56%26%Multi-generational8%3%6%ExtendedOther12%18%2%4%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

beverage

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=49,

UrbanDrinksenthusiast,

n=577,

beverageonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

beverage

online

shop

brands

to

have

high

value,friendliness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

beverage

online

shopbrandsForbeverage

onlineshops,thetopthreequalitiesusers

want

from

abrand

arehighvalue,friendliness,

and

reliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessUrbanDrinksusers

alsoappreciatethese

key

attributes,indicatingUrbanDrinksexudes

these

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatUrbanDrinksenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityUrbanDrinksshould

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

beverageonline

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=36,

UrbanDrinks

users’,n=49,

UrbanDrinksenthusiast,

n=577,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Urban

Drinks

fans,

51%

state

that

they

get

excited

about

beverageonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?55%51%41%39%36%35%27%24%23%23%23%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutbeverage

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsbeverage

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

beverageonline

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=49,

UrbanDrinksenthusiast,

n=577,

beverage

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1178%

of

Urban

Drinks

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinGermany

is

20%.

Awarenessof

UrbanDrinks,however,

is

at16%.Awareness25%

ofGerman

beverage

onlineshop

users

saytheylikeUrban

Drinks,compared

toanindustryaveragebrandpopularityof

28%.18%

ofindustryusers

inGermany

say

theyuseUrbanDrinks,with

the

average

usageofabrandat23%.BuzzPopularity78%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.UrbanDrinkshasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of21%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Beverage

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=199,

respondents

who

know

the

individual

brand

(popularity),

n=199,respondents

who

know

the

individual

brand

(usage),

n=36,

respondents

who

have

used

the

individual

brand

(loyalty),

n=199,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Urban

Drinks

ranks

outside

the

Top

10

in

awareness

within

the

beverage

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofUrban

DrinksRank#

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.1flaschenpost.de59%30%27%24%23%19%19%19%18%17%16%2Jacques'3WeinfreundeWhisky.de45GustiniUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Spirituosen

SuperbilligVinos78HAWESKOOutofallrespondents,

16%

were

aware

of

UrbanDrinks.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.84%9Spirituosenworld.deVICAMPOAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Urban

Drinks

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofUrban

DrinksRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1flaschenpost.de50%40%38%33%33%31%29%29%27%25%2Jacques'25%3Whisky.de4mySpirits.euRum&CoOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

UrbanDrinks.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.56WeinfreundeHAWESKO775%8Gustini9LobenbergsSpirituosen

SuperbilligPopularityN/A1014

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=199,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Urban

Drinks

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofUrban

DrinksRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beverageonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1flaschenpost.de18%2Whisky.de34%3Jacques'29%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

UrbanDrinks.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4Rum&Co28%5mySpirits.euWeinfreundeHAWESKO25%625%724%8LobenbergsGustini23%82%923%UsageN/A10Spirituosenworld.de22%15

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=199,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Urban

Drinks

is

fourth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofUrban

Drinks’consumersRank#

BrandLoyalty

%86%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.1flaschenpost.de22%2Whisky.de81%3WeinfreundeUrban

DrinksVinos80%478%576%6Weisshaus

ShopBelvini75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beverage

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.773%8Jacques'72%78%9Gustini71%Outofrespondents

whohaveused

UrbanDrinks,78%saidthey

would

usethebrand

again.LoyaltyN/A10Spirituosen

Superbillig70%16

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=36,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Urban

Drinks

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofUrban

DrinksRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1flaschenpost.de21%2Clos1929%3drankdozijn.deHAWESKOJacques'28%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutUrban

Drinksinthe

media.

Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.425%525%6Belvini21%7Urban

DrinksGustini21%820%79%9Rum&ComySpirits.eu19%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=199,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunl