CONSUMER&

BRANDBrandKPIs

for

health

insurance:Vitality

in

the

United

KingdomConsumer

Insights

reportNovember2024Discover

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Vitality’sperformance

inthehealthinsurance

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202480%

of

Vitality

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Vitality’sbrandingresonates

more

withGen

X?Vitalitygenerally

appealsto

men

more

thanwomen?Vitalityranksfourthinawareness

withinthehealthinsurancemarket?Thepopularity

ratingof

Vitalityis

30%?Vitalityrankstenthinownership?Among

Vitalityenthusiasts,43%

fallunderthehigh-income

category?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?Interms

of

loyalty,Vitality

isfourthintheUnitedKingdom?Vitalityhasascore

of

27%

formedia

buzz3Sources:

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

Vitality

at

80%Brand

profile:

snapshotBrand

performance

of

Vitality

intheUnited

Kingdom80%65%30%27%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=805,

respondents

who

know

the

individual

brand

(popularity),

n=805,

respondentswho

know

the

individual

brand

(ownership),

n=94,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=805,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Vitality’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVitality

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatVitality

islikedby6%

of

Babyboomers

and

30%

of

GenXers,

whereas

thetotalshareof

industryusers

is6%and21%,

respectively.30%29%22%21%ForMillennials

andGen

Z,

42%

and

22%

feel

positivelytowards

Vitality,versus

44%

and

29%.

Socurrently,

forVitality,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.6%

6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=239,

Vitality

enthusiast,

n=624,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Vitality

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Vitality

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Vitalityhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.46%54%48%52%52%

ofmen

likeVitality

compared

to48%

ofwomen,

whereas

fortheoverallindustry,54%

of

men

own

healthinsurancecompared

to

46%

of

women.90%89%9%

of

Vitalityenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

health

insurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=239,

Vitalityenthusiast,

n=624,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Vitality

enthusiasts,

43%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%12%Single17%18%43%45%CoupleSingleparentNuclear43%

ofVitality

enthusiastsarefrom

high-income

households.Vitality’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

19%

of

Vitalityenthusiastshavethiscurrent

livingsituation.8%12%39%39%26%29%25%Multi-generational3%3%12%11%31%ExtendedOther3%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

health

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=239,

Vitality

enthusiast,

n=624,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarehonesty

/trustworthiness,

reliability,

andhighvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Vitality

owners

alsoappreciate

these

keyattributes,indicating

Vitality

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatVitalityenthusiastsareleast

focused

onare

thrill/excitementandcoolness.ReliabilityExclusivityVitality

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

health

insurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tohealthinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

healthinsurance,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=94,

Vitality

owners’,n=239,

Vitality

enthusiast,

n=624,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Vitality

fans,

21%

state

that

they

get

excited

about

health

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?42%41%32%31%29%28%25%24%21%20%17%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

healthinsurance

topicsrelating

toprovidershealthinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

health

insurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

health

insurance,

whichofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=239,

Vitality

enthusiast,

n=624,

healthinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Vitality

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinthe

United

Kingdomis46%.Awareness

ofVitality,however,

is

at65%.Awareness30%

ofUK

healthinsuranceowners

saytheylikeVitality,compared

toanindustryaverage

brandpopularity

of28%.12%

ofindustryowners

inthe

United

Kingdomsaythey

own

Vitality,with

the

average

ownership

ofabrandat15%.BuzzPopularity80%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.Vitality

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

27%

comparedto22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=805,

respondents

who

know

the

individual

brand

(popularity),

n=805,

respondentswho

know

the

individual

brand

(ownership),

n=94,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=805,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Vitality

ranksfourth

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVitalityRank#

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.1Aviva84%80%80%65%59%42%33%29%26%21%2Bupa3AXA35%4Vitality5SagaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6SimplyHealthBenenden65%78General

&MedicalFreedom

HealthInsuranceNational

AssuranceOutofallrespondents,

65%

were

aware

of

Vitality.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Vitality

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVitalityRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Bupa45%40%35%31%30%29%28%28%24%24%2Aviva30%3National

AssuranceAXA4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Vitality.

Thisranksthemfifth

compared

tootherbrandssurveyed

inthismarket.5Vitality6General

&MedicalBenenden770%8SimplyHealthTheExeter9PopularityN/A10Freedom

HealthInsurance14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=805,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Vitality

ranks

tenth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofVitalityRank#

BrandUsage

%24%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.1National

Assurance12%2Aviva18%3Bupa17%Outofconsumers

who

knew

thebrand,

12%

saidtheyowned

Vitality.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.4General

&MedicalTheExeter17%516%6Freedom

HealthInsuranceAXA16%715%8SimplyHealthWPA13%88%912%UsageN/A10Vitality12%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=805,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Vitality

is

fourth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVitality’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Aviva20%2Bupa86%3AXA84%4Vitality80%5WPA76%6SimplyHealthNational

AssuranceFreedom

HealthInsuranceGeneral

&MedicalSaga71%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.771%867%80%966%Outofrespondents

whohaveowned

Vitality,80%

saidthey

would

purchasethebrandagain.LoyaltyN/A1063%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=94,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Vitality

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVitalityRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bupa2Aviva30%27%3Vitality27%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutVitality

inthe

media.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.4National

AssuranceAXA26%524%6Benenden23%7Freedom

HealthInsuranceGeneral

&MedicalSimplyHealthTheExeter22%73%821%918%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=805,

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

andunlocknewgrowthopportunities