CONSUMER&

BRANDBrandKPIs

for

juice:

Natalie’s

in

theUnited

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.

5000Ourdataallows

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

Natalie’s

performance

inthejuicemarket.Fieldwork:April-May

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%

of

Natalie’s

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Natalie’sbrandingresonates

more

with

Millennials?Natalie’sgenerally

appealsto

men

more

thanwomen?Natalie’sranksoutsidetheTop10

inawarenesswithin

the

juicemarket?Thepopularity

ratingof

Natalie’sis

23%?Among

Natalie’senthusiasts,51%

fallunderthehigh-income

category?Natalie’sranksoutsidetheTop10

inconsumption?Consumers

want

theirjuicebrandstohave?Interms

of

loyalty,Natalie’s

isoutsidetheTop10

inauthenticity,highvalue,and

honesty

/trustworthiness

the

United

States?Natalie’shasascore

of

18%

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

Natalie’s

at

66%Brand

profile:

snapshotBrand

performance

of

Natalie’s

intheUnitedStates66%24%23%20%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Juice

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=298,

respondents

who

know

the

individual

brand

(popularity),

n=298,

respondents

whoknow

the

individual

brand(consumption),

n=61,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=298,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Natalie’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNatalie’s

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatNatalie’s

islikedby4%

of

Babyboomers

and

26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

28%,

respectively.36%28%26%26%22%ForMillennials

andGen

Z,

47%

and

22%

feel

positivelytowards

Natalie’s,

versus

36%

and

26%.

Socurrently,forNatalie’s,

Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.10%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestojuice,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:n=68,

Natalie’s

enthusiast,

n=1,145,

juice

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Natalie’s

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Natalie’s

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Natalie’shasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.32%68%49%51%68%

ofmen

likeNatalie’s

compared

to32%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

consume

juicecompared

to

49%

of

women.90%10%

ofNatalie’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

juice,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=68,

Natalie’s

enthusiast,n=1,145,

juice

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Natalie’s

enthusiasts,

51%

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.19%18%Single25%31%37%32%10%11%CoupleSingleparentNuclear51%

ofNatalie’s

enthusiastsarefromhigh-income

households.Natalie’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

26%

of

Natalie’senthusiastshavethiscurrent

livingsituation.51%21%26%16%31%Multi-

1%generational5%19%19%Extended18%3%Other7%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

juice,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=68,

Natalie’s

enthusiast,

n=1,145,

juice

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

juice

brands

to

have

authenticity,

high

value,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

juicebrandsForjuice,

the

topthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Natalie’s

consumers

alsoappreciatethese

key

attributes,indicatingNatalie’sexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNatalie’senthusiastsareleast

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityNatalie’s

shouldwork

onpromotingexclusivity

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

juice,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

tojuice,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

tojuice,

which

ofthe

following

brandshave

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=61,

Natalie’s

consumers’,n=68,

Natalie’s

enthusiast,

n=1,145,juice

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Natalie’s

fans,

50%

state

that

they

get

excited

about

juiceBrand

profile:

attitudesWhat

doconsumersthink

ofjuiceingeneral?50%49%47%42%38%35%32%32%27%25%21%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutjuiceIliketotalkabouttopicsrelating

tojuiceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

juice

do

youagreewith?”;

Multi

Pick;“When

it

comesto

juice,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=68,

Natalie’s

enthusiast,

n=1,145,

juice

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%

of

Natalie’s

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

juice,

the

average

awareness

of

abrandinthe

United

Statesis65%.

Awareness

ofNatalie’s,

however,

is

at24%.Awareness23%

ofU.S.

juiceconsumers

say

theylikeNatalie’s,compared

to

anindustryaverage

brandpopularity

of42%.20%

ofindustryconsumers

intheUnited

Statessaythey

consume

Natalie’s,

withtheaverage

consumptionof

abrand

at34%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.Natalie’s

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

18%

comparedto22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Juice

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=298,

respondents

who

know

the

individual

brand

(popularity),

n=298,

respondents

whoknow

the

individual

brand(consumption),

n=61,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=298,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Natalie’s

ranks

outside

the

Top

10

in

awareness

within

the

juice

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNatalie’sRank#

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.1Tropicana92%92%91%91%90%88%87%81%76%76%24%2MinuteMaidSnapple34Welch's5HawaiianPunchOceanSprayCapri-SunUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6776%8SimplyOutofallrespondents,

24%

were

aware

of

Natalie’s.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9NakedJuiceFlorida's

NaturalAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Natalie’s

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNatalie’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1MinuteMaid65%53%53%52%51%51%49%48%47%40%23%2Tropicana3HawaiianPunchCapri-Sun4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

Natalie’s.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5OceanSprayFlorida's

NaturalWelch's6777%8Snapple9SimplyPopularityN/A10NakedJuice14

Notes:“When

it

comesto

juice,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=298,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Natalie’s

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNatalie’sRank#

BrandUsage

%52%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

juice,

which

ofthefollowing

brandshaveyouconsumed

inthe

past12

months?”.1MinuteMaid20%2Capri-Sun42%3HawaiianPunchTropicana42%Outofconsumers

who

knew

thebrand,

20%

saidtheyconsumed

Natalie’s.

Thisranksthem

outsidethe

Top10

compared

toother

brandssurveyed

inthismarket.442%5Simply42%6OceanSprayFlorida's

NaturalWelch's41%738%836%80%9Snapple36%UsageN/A10NakedJuice33%15

Notes:“When

it

comesto

juice,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=298,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Natalie’s

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNatalie’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.1Tropicana2Snapple87%34%3MinuteMaidOceanSprayWelch's87%486%586%6Bolthouse

FarmsCapri-Sun84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

juice,

which

ofthefollowing

brandsareyou

likely

toconsume

againinthe

future?”.66%84%78Simply83%9HawaiianPunchNakedJuice82%Outofrespondents

whohaveconsumed

Natalie’s,66%

saidthey

would

consume

the

brandagain.LoyaltyN/A1082%16

Notes:“When

it

comesto

juice,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=61,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Natalie’s

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNatalie’sRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Capri-Sun18%2MinuteMaidOceanSprayFlorida's

NaturalHawaiianPunchSnapple31%330%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutNatalie’s

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.429%527%626%7Lakewood25%8Simply22%82%9HomeMaker

PremiumTropicana22%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=298,

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.?

Identifyandunderstandyourcoreaudience