CONSUMER&

BRANDBrandKPIs

for

coffee:

Café

do

Pontoin

BrazilConsumer

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

CafédoPonto’sperformanceinthe

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

202466%

ofCafé

do

Ponto

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??CafédoPonto’sbrandingresonates

more

withGen

X

?CafédoPontoranksoutsidetheTop10

inawarenesswithin

the

coffee

market?CafédoPontogenerally

appealsto

women

morethan

men?Thepopularity

ratingof

CafédoPontois

24%?Among

CafédoPontoenthusiasts,41%

fallunderthe

?CafédoPontoranksoutsidetheTop10

inhigh-income

categoryconsumption?Consumers

want

theircoffee

brandstohave?Interms

of

loyalty,CafédoPontoisoutside

the

Topreliability,

authenticity,and

honesty

/trustworthiness10

inBrazil?CafédoPontohasascore

of

11%

formedia

buzz3Sources:

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

Café

do

Ponto

at

66%Brand

profile:

snapshotBrand

performance

of

Café

doPonto

inBrazil66%56%24%22%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=700,

respondents

who

know

the

individual

brand

(popularity),

n=700,

respondents

whoknow

the

individual

brand(consumption),

n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=700,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Café

doPonto’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCafédoPontobygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCafédo

Pontoislikedby7%of

Baby

boomersand41%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and27%,

respectively.30%27%16%ForMillennials

andGen

Z,

37%

and

16%

feel

positivelytowards

Cafédo

Ponto,versus

38%

and

30%.

Socurrently,

forCafédoPonto,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.7%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=166,

Café

do

Ponto

enthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Café

do

Ponto

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

CafédoPontoshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

CafédoPontohasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%57%56%

ofwomen

likeCafédoPontocompared

to

43%

of

men,whereas

forthe

overall

industry,52%

of

womenconsume

coffee

compared

to48%

ofmen.90%87%11%

ofCafédo

Pontoenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.43%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=166,

Café

do

Pontoenthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Café

do

Ponto

enthusiasts,

41%

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.7%8%Single33%41%14%14%CoupleSingleparentNuclear41%

ofCafédo

Pontoenthusiastsarefrom

high-income

households.CafédoPonto’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofCafédoPontoenthusiastshavethiscurrent

living

situation.10%7%36%31%42%34%34%Multi-generational11%9%13%ExtendedOther25%25%2%3%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=166,

Café

do

Ponto

enthusiast,

n=1,211,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

reliability,

authenticity,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%CafédoPontoconsumers

alsoappreciate

these

key

attributes,indicating

Cafédo

Pontoexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatCafédoPontoenthusiastsare

least

focused

on

arehighvalueand

cleverness.ReliabilityExclusivityInnovationInclusivenessFriendlinessCafédoPontoshouldwork

onpromoting

boldness

to

convertenthusiastsintoowners.HighvalueHonesty/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=152,

Café

do

Ponto

consumers’,

n=166,

Café

do

Ponto

enthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Café

do

Ponto

fans,

64%

state

that

they

get

excited

about

coffeeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?67%64%54%53%50%49%47%35%34%30%26%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=166,

Café

do

Ponto

enthusiast,

n=1,211,

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.1166%

ofCafé

do

Ponto

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinBrazil

is

56%.

Awareness

of

CafédoPonto,however,

is

at56%.Awareness24%

ofBrazilian

coffee

consumers

say

theylike

CafédoPonto,compared

toanindustryaverage

brandpopularity

of35%.22%

ofindustryconsumers

inBrazil

saythey

consumeCafédoPonto,with

the

average

consumption

of

abrandat32%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.CafédoPontohasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

23%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.CafédoPonto12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=700,

respondents

who

know

the

individual

brand

(popularity),

n=700,

respondents

whoknow

the

individual

brand(consumption),

n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=700,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Café

do

Ponto

ranks

outside

the

Top

10

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCafé

do

PontoRank#

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.1Nescafé3Cora??esPil?o96%96%95%84%83%70%65%62%60%59%234Melitta44%5NespressoStarbucksCabocloCaféPeléL'OrUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%678Outofallrespondents,

56%

were

aware

of

CafédoPonto.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.9AwarenessN/A10SantaClara13

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

ofCafé

do

Ponto

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCafé

doPontoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.13Cora??esNescaféPil?o78%64%59%56%52%42%36%29%28%27%24%234MelittaOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

CafédoPonto.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.5SantaClaraNespressoStarbucksCabocloCaféPeléL'Or6776%89PopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=700,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Café

do

Ponto

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCafé

doPontoRank#

BrandUsage

%74%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.13Cora??esNescafé22%258%3Pil?o55%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Cafédo

Ponto.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4SantaClaraMelitta49%547%6NespressoStarbucksCaboclo33%732%825%78%9CaféPeléCaféDamasco24%UsageN/A1023%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=700,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Café

do

Ponto

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCafé

doPonto’s

consumersRank#

BrandLoyalty

%88%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.1SantaClara3Cora??esStarbucksMelitta288%34%387%487%5NescaféPil?o83%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.66%NespressoL'Or81%7880%9Baggio80%Outofrespondents

whohaveconsumed

CafédoPonto,66%

saidthey

would

consume

thebrandagain.10Orfeu79%LoyaltyN/A16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=152,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Café

do

Ponto

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCafé

doPontoRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.13Cora??esNescafé11%246%3Melitta34%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutCafédo

Pontointhemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4NespressoPil?o33%530%6SantaClaraStarbucksL'Or28%728%826%89%9AméricaCaféDamasco16%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=700,

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