CONSUMER&

BRANDBrandKPIs

for

coffee:

GreenMountain

Coffee

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.

7500Ourdataallows

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

Green

MountainCoffee’sperformance

inthe

coffee

market.Fieldwork:April-July

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

202471%

of

Green

Mountain

Coffee

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Green

Mountain

Coffee’s

brandingresonates

more?Green

Mountain

Coffee

ranksseventh

inawarenesswith

BabyBoomerswithin

the

coffee

market?Green

Mountain

Coffee

generally

appealsto

men?Thepopularity

ratingof

Green

Mountain

Coffee

ismore

than

women29%?Among

Green

Mountain

Coffeeenthusiasts,33%

fall?Green

Mountain

Coffee

ranksseventh

inunderthe

high-income

categoryconsumption?Consumers

want

theircoffee

brandstohave?In

terms

of

loyalty,Green

MountainCoffee

isoutsideboldness,

high

value,andauthenticitythe

Top

10

inthe

United

States?Green

Mountain

Coffee

hasascore

of

14%

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

Green

Mountain

Coffee

at

71%Brand

profile:

snapshotBrand

performance

of

GreenMountain

Coffee

inthe

UnitedStates71%59%29%23%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=737,

respondents

who

know

the

individual

brand

(popularity),

n=737,

respondents

whoknow

the

individual

brand(consumption),

n=172,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=737,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Green

Mountain

Coffee’s

branding

resonates

more

with

BabyBoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%32%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGreen

MountainCoffee

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatGreen

Mountain

Coffee

isliked

by15%

ofBaby

boomers

and

32%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is10%

and28%,

respectively.28%27%21%15%ForMillennials

andGen

Z,

32%

and

21%

feel

positivelytowards

Green

MountainCoffee,

versus

35%

and27%.Socurrently,

forGreen

Mountain

Coffee,

BabyBoomers

connect

most

with

theirbrandcompared

tothe

overall

industryuser.10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=217,

GreenMountain

Coffee

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Green

Mountain

Coffee

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Green

MountainCoffeeshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%12%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Green

Mountain

Coffee

hasasimilar

proportion

of

LGBTQIA+47%53%50%50%53%

ofmen

likeGreen

MountainCoffeecompared

to

47%

of

women,

whereasfortheoverall

industry,50%

of

womenconsume

coffee

compared

to50%

ofmen.86%consumers

when

compared

totheindustryusers

ingeneral.11%

ofGreen

Mountain

Coffeeenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

12%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

coffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=217,

GreenMountainCoffee

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Green

Mountain

Coffeeenthusiasts,

33%

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.27%27%Single33%31%33%15%14%CoupleSingleparentNuclear33%

ofGreen

Mountain

Coffeeenthusiastsare

from

high-incomehouseholds.Green

MountainCoffee’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,22%

ofGreen

Mountain

Coffeeenthusiastshavethiscurrent

livingsituation.10%10%37%22%19%Multi-generational6%5%35%12%17%30%ExtendedOther9%9%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

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=217,

GreenMountain

Coffee

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

boldness,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandareboldness,

high

value,andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessGreen

MountainCoffee

consumers

alsoappreciate

these

key

attributes,indicating

Green

Mountain

Coffeeexudes

thesequalities.40%20%0%SocialCoolnessresponsibilityThequalitiesthatGreen

MountainCoffee

enthusiastsare

least

focused

onarethrill

/excitement

and

inclusiveness.ReliabilityExclusivityGreen

MountainCoffee

shouldwork

onpromoting

authenticityto

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffee,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

coffee,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=172,

GreenMountain

Coffee

consumers’,n=217,

GreenMountain

Coffee

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Green

Mountain

Coffeefans,

46%

state

that

they

get

excited

aboutcoffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?51%46%39%39%37%35%34%30%23%22%19%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

coffee

productsIliketotalkabouttopicsrelating

tocoffeeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=217,

GreenMountain

Coffee

enthusiast,

n=1,088,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1171%

of

Green

Mountain

Coffee

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinthe

United

Statesis52%.

Awareness

of

GreenMountain

Coffee,

however,

isat59%.Awareness28%

ofU.S.

coffee

consumers

saytheylikeGreenMountain

Coffee,

compared

toanindustryaveragebrandpopularityof

28%.23%

ofindustryconsumers

intheUnited

Statessaythey

consume

Green

MountainCoffee,

with

theaverage

consumption

of

abrand

at25%.BuzzPopularity71%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Green

MountainCoffee

hasbeen

noticed

lessinthemedia

compared

tootherbrands,with

a“Buzz”scoreof

14%

compared

to21%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.GreenMountainCoffee12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=737,

respondents

who

know

the

individual

brand

(popularity),

n=737,

respondents

whoknow

the

individual

brand(consumption),

n=172,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=737,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Green

Mountain

Coffee

ranks

seventh

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGreenMountain

CoffeeRank#

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.1Starbucks91%90%85%79%79%74%59%50%48%47%2Dunkin′3Folgers41%4Nescafé5MaxwellHouseNespressoUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.659%7Green

MountainCoffeeCaféBusteloTim

HortonsPeets

Coffee8Outofallrespondents,

59%

were

aware

of

GreenMountain

Coffee.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Green

Mountain

Coffee

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGreenMountain

CoffeeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Folgers54%54%52%45%29%29%27%27%25%25%2Dunkin′29%3Starbucks4MaxwellHouseGreen

MountainCoffeeNescaféOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Green

MountainCoffee.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.567CaféBusteloNespresso71%89Community

CoffeeChockfullo′NutsPopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=737,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Green

Mountain

Coffee

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGreenMountain

CoffeeRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Folgers23%2Dunkin′49%3Starbucks47%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

Green

MountainCoffee.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4MaxwellHouseCaféBusteloNescafé35%524%624%7Green

MountainCoffeeCamerons

CoffeeCommunity

CoffeeNespresso23%77%822%922%UsageN/A1020%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=737,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Green

Mountain

Coffee

is

outside

the

Top

10

in

the

UnitedStatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGreenMountain

Coffee’s

consumersRank#

BrandLoyalty

%87%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.1Starbucks2Tim

HortonsFolgers84%29%383%4MaxwellHouseStoneStreetCaféBusteloDunkin′83%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.781%71%8JuanValdezNespressoPeets

Coffee76%976%Outofrespondents

whohaveconsumed

GreenMountain

Coffee,

71%

saidthey

would

consume

thebrandagain.LoyaltyN/A1075%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=172,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Green

Mountain

Coffee

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGreenMountain

CoffeeRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Dunkin′14%2Starbucks44%3Folgers36%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutGreen

Mountain

Coffeeinthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Camerons

CoffeeMaxwellHouseNespressoNescafé27%527%622%721%8Community

CoffeeCaféBusteloCaribou20%86%919%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=737,

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