CONSUMER&

BRANDBrandKPIs

for

cheese:

Verde

Campoin

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

Verde

Campo’s

performance

inthe

cheese

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

202479%

of

Verde

Campo

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Verde

Campo’s

brandingresonates

more

withGen

X?Verde

CamporanksoutsidetheTop10

inawarenesswithin

the

cheese

market?Verde

Campogenerally

appealsto

women

more

thanmen?Thepopularity

ratingof

Verde

Campois

29%?Among

Verde

Campoenthusiasts,37%

fallunderthe

?Verde

CamporanksoutsidetheTop10

inhigh-income

categoryconsumption?Consumers

want

theircheese

brandstohave?Interms

of

loyalty,Verde

Campoisoutside

the

Top

10reliability,

authenticity,and

honesty

/trustworthinessinBrazil?Verde

Campohasascore

of

12%

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

Verde

Campo

at

79%Brand

profile:

snapshotBrand

performance

of

VerdeCampo

inBrazil79%44%29%20%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cheese

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=543,

respondents

who

know

the

individual

brand

(popularity),

n=543,

respondents

whoknow

the

individual

brand(consumption),

n=110,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=543,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Verde

Campo’sbranding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVerde

Campobygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatVerde

Campoislikedby3%of

Baby

boomersand31%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and28%,

respectively.31%30%28%26%ForMillennials

andGen

Z,

40%

and

26%

feel

positivelytowards

Verde

Campo,versus

38%

and

30%.

Socurrently,

forVerde

Campo,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocheese,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=156,

VerdeCampo

enthusiast,

n=1,192,

cheese

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Verde

Campo

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Verde

Camposhows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Verde

Campohasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%59%59%

ofwomen

likeVerde

Campocompared

to

41%

of

men,whereas

forthe

overall

industry,52%

of

womenconsume

cheese

compared

to48%

ofmen.94%90%6%

of

Verde

Campoenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.41%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

cheese,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=156,

VerdeCampoenthusiast,

n=1,192,

cheese

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Verde

Campo

enthusiasts,

37%

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.5%7%Single34%37%12%15%CoupleSingleparentNuclear37%

ofVerde

Campoenthusiastsarefrom

high-income

households.Verde

Campo’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

40%

ofVerde

Campoenthusiastshavethiscurrent

living

situation.7%7%35%31%40%34%34%Multi-generational11%9%24%25%29%ExtendedOther2%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

cheese,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=156,

VerdeCampo

enthusiast,

n=1,192,

cheese

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

cheese

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

cheesebrandsForcheese,

the

topthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

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

Campoconsumers

alsoappreciate

these

key

attributes,indicating

Verde

Campoexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatVerde

Campoenthusiastsare

least

focused

on

arecleverness

andhigh

value.ReliabilityExclusivityInnovationInclusivenessFriendlinessVerde

Camposhouldwork

onpromotingauthenticityto

convert

enthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

cheese,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocheese,

which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

cheese,

which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=110,

VerdeCampo

consumers’,n=156,

VerdeCampo

enthusiast,

n=1,192,

cheese

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Verde

Campo

fans,

65%

state

that

they

get

excited

about

cheeseproductsBrand

profile:

attitudesWhat

doconsumersthink

ofcheeseingeneral?65%61%54%49%49%49%44%34%31%28%24%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

cheese

products

topicsrelating

tocheeseBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

cheese

do

youagree

with?”;

Multi

Pick;“When

it

comesto

cheese,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=156,

VerdeCampo

enthusiast,

n=1,192,

cheese

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.1179%

of

Verde

Campo

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cheese,

the

average

awareness

of

abrandinBrazil

is

56%.

Awareness

of

Verde

Campo,however,

is

at44%.Awareness28%

ofBrazilian

cheese

consumers

say

theylikeVerdeCampo,compared

toanindustryaverage

brandpopularity

of39%.20%

ofindustryconsumers

inBrazil

saythey

consumeVerde

Campo,with

the

average

consumption

of

abrandat32%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Verde

Campohasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Cheese

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=543,

respondents

who

know

the

individual

brand

(popularity),

n=543,

respondents

whoknow

the

individual

brand(consumption),

n=110,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=543,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Verde

Camporanks

outside

the

Top

10

in

awareness

within

the

cheese

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVerde

CampoRank#

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.1Piracanjuba94%93%91%78%77%76%74%65%57%56%2Vigor3Itambé4Quatá44%5CatupiryFrimesaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%67PolenghiTirolez8Outofallrespondents,

44%

were

aware

of

VerdeCampo.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.9DanubioSantaClara

(desde

1912)AwarenessN/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

Verde

Campo

is

29%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVerde

CampoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1CatupiryPolenghiItambé67%62%52%51%50%49%49%44%43%40%229%34VigorOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

Verde

Campo.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.5PiracanjubaFaixaAzulTirolez6771%8FrimesaDanubioRegina9PopularityN/A1014

Notes:“When

it

comesto

cheese,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=543,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Verde

Camporanks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofVerdeCampoRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

cheese,

which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1CatupiryPolenghiVigor20%250%346%Outofconsumers

who

knew

thebrand,

20%

saidtheyconsumed

Verde

Campo.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4Itambé45%5PiracanjubaTirolez44%642%7FrimesaFaixaAzulRegina42%841%80%935%UsageN/A10Danubio34%15

Notes:“When

it

comesto

cheese,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=543,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Verde

Campo

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVerdeCampo’s

consumersRank#

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.1Catupiry21%2Polenghi86%3Vigor85%4FaixaAzulPiracanjubaDanubio85%585%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cheese,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Itambé84%8Tirolez84%79%9SantaClara

(desde

1912)LaVillita82%Outofrespondents

whohaveconsumed

VerdeCampo,79%

saidtheywould

consume

thebrandagain.LoyaltyN/A1082%16

Notes:“When

it

comesto

cheese,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:

n=110,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Verde

Campo

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVerdeCampoRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Piracanjuba12%2CatupiryItambéVigor35%332%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutVerde

Campointhemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.431%5PolenghiFrimesaDanubioTirolez30%626%719%818%88%9FaixaAzulRegina18%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=543,

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.?

Identifyandunderstandyourcoreau