CONSUMER&

BRANDBrandKPIs

for

coffee:

country

bean

inIndiaConsumer

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

country

bean’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

202469%

of

country

bean

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??country

bean’sbranding

resonates

more

with?country

beanrankssixthinawareness

within

theMillennialscoffee

market?country

beangenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

country

beanis36%?country

beanranksfifth

inconsumption?Among

countrybean

enthusiasts,47%

fallunderthehigh-income

category?Interms

of

loyalty,country

bean

iseighthinIndia?country

beanhasascore

of33%

formedia

buzz?Consumers

want

theircoffee

brandstohaveauthenticity,honesty

/trustworthiness,

andhigh

value3Sources:

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

country

bean

at

69%Brand

profile:

snapshotBrand

performance

of

countrybeaninIndia69%52%36%33%30%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘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,

respondents

whoknow

the

individual

brand(consumption),

n=192,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024country

bean’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likecountry

bean

by

generation

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatcountry

beanislikedby0%

ofBaby

boomers

and9%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

13%,

respectively.42%42%ForMillennials

andGen

Z,

49%

and

42%

feel

positivelytowards

country

bean,versus

42%

and45%.

Socurrently,

forcountry

bean,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%9%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=235,

country

bean

enthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024country

bean

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

country

beanshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.14%82%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

country

beanhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.15%41%59%47%53%53%

ofmen

likecountry

beancomparedto47%

of

women,

whereas

fortheoverall

industry,59%

ofmen

consumecoffee

compared

to41%

of

women.81%15%

ofcountry

bean

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to14%among

industryusers

overall.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=235,

country

beanenthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

country

bean

enthusiasts,

47%

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.3%4%Single40%4%5%47%CoupleSingleparentNuclear47%

ofcountry

bean

enthusiastsarefrom

high-income

households.country

bean’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,38%

ofcountry

bean

enthusiastshavethiscurrent

living

situation.4%4%23%20%30%30%27%Multi-generational38%30%26%ExtendedOther27%35%1%2%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=235,

country

bean

enthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

authenticity,

honesty

/trustworthiness,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,honesty

/trustworthiness,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%country

beanconsumers

alsoappreciatethese

key

attributes,indicatingcountrybeanexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatcountrybeanenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivitycountry

beanshould

work

on

promotingexclusivity

to

convert

enthusiastsintoowners.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=192,

country

bean

consumers’,n=235,

country

bean

enthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

country

bean

fans,

60%

state

that

they

get

excited

about

coffeeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?60%59%59%58%49%48%46%45%44%39%37%25%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=235,

country

bean

enthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1169%

of

country

bean

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinIndia

is

60%.

Awareness

of

countrybean,however,

is

at52%.Awareness36%

ofIndiancoffee

consumers

say

theylike

countrybean,compared

toanindustryaverage

brandpopularity

of43%.30%

ofindustryconsumers

inIndiasaythey

consumecountry

bean,withtheaverage

consumption

ofabrandat39%.BuzzPopularity69%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.country

beanhasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of33%compared

to

37%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.countrybean12

Notes:Coffee

‘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,

respondents

whoknow

the

individual

brand(consumption),

n=192,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=646,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024country

bean

ranks

sixth

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofcountrybeanRank#

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.1Nescafé96%91%88%87%58%52%47%44%42%39%2Bru3Starbucks4Tata

CoffeeContinental

XtraCoffeecountry

beanColombian

Brew

CoffeeDavidoff48%552%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

52%

were

aware

of

countrybean.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.9BlueTokaiAwarenessN/A10HattiKaapi13

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

country

bean

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofcountry

beanRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nescafé85%78%67%54%36%32%31%31%30%27%2Bru3Starbucks36%4Tata

Coffeecountry

beanContinental

XtraCoffeeLavazzaOutofconsumers

who

knew

thebrand,

36%

saidtheyliked

country

bean.This

ranksthemfifth

compared

toother

brandssurveyed

inthismarket.5664%78BlueTokai9DavidoffPopularityN/A10Colombian

Brew

Coffee14

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=646,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024country

bean

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofcountry

beanRank#

BrandUsage

%83%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Nescafé2Bru77%30%3StarbucksTata

Coffeecountry

beanDavidoff61%Outofconsumers

who

knew

thebrand,

30%

saidtheyconsumed

country

bean.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.449%530%629%7BlueTokaiLavazza28%70%826%9Continental

XtraCoffeeHattiKaapi26%UsageN/A1025%15

Notes:“When

it

comesto

coffee,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,country

bean

is

eighth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofcountry

bean’sconsumersRank#

BrandLoyalty

%90%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.1Nescafé2Bru86%31%3Starbucks85%4Tata

Coffee81%5BlueTokai80%6Continental

XtraCoffeeLavazza76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.770%69%8country

beanColombian

Brew

CoffeeTheFlying

Squirrel69%966%Outofrespondents

whohaveconsumed

countrybean,69%

said

theywould

consume

thebrand

again.LoyaltyN/A1065%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=192,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024country

bean

has

a

score

of

33%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofcountry

beanRank#

BrandBuzz%78%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nescafé2Bru73%33%3StarbucksTata

Coffeecountry

beanBlueTokaiLavazza59%Outofconsumers

who

knew

thebrand,

33%

saidtheyhadheardaboutcountry

bean

inthe

media.

Thisranksthemfifth

compared

toother

brandssurveyedinthismarket.439%533%630%67%728%8Continental

XtraCoffeeDavidoff27%924%BuzzN/A10HattiKaapi22%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.?

Identifyandunderstandyou