CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

Joyain

GermanyConsumer

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

Joya’s

performance

inthemilkalternative

market.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

202457%

of

Joya

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Joya’sbrandingresonates

more

with

Gen

Z?Joya

generally

appealsto

men

more

than

women?Joya

ranksoutside

the

Top

10

inawareness

within

themilk

alternative

market?Thepopularity

ratingof

Joya

is23%?Among

Joyaenthusiasts,32%

fallunderthe

high-income

category?Joya

ranksoutside

the

Top

10

inconsumption?Consumers

want

theirmilk

alternative

brandstohavehighvalue,sustainability,

andhonesty

/trustworthiness?Interms

of

loyalty,Joya

isoutside

the

Top

10

inGermany?Joya

hasascore

of

14%

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

Joya

at

57%Brand

profile:

snapshotBrand

performance

of

JoyainGermany58%23%19%18%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individual

brand

(popularity),

n=222,respondents

who

know

the

individual

brand

(consumption),

n=43,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Joya’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJoya

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatJoyaislikedby6%

of

Babyboomers

and22%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is8%

and28%,

respectively.28%27%22%ForMillennials

andGen

Z,

38%

and

34%

feel

positivelytowards

Joya,

versus

37%

and

27%.

Socurrently,

forJoya,

Gen

Zconnects

most

with

theirbrandcomparedtothe

overall

industryuser.8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

Joya

enthusiast,

n=807,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Joya

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Joya

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Joya

hasahigherproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%12%42%58%57%

ofmen

likeJoya

compared

to

42%of

women,

whereas

forthe

overallindustry,51%

of

women

consume

milkalternatives

compared

to

49%

of

men.51%49%85%80%12%

ofJoya

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=50,

Joyaenthusiast,

n=807,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Joya

enthusiasts,

32%

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.28%25%Single32%34%20%24%CoupleSingleparentNuclear32%

ofJoya

enthusiastsarefrom

high-income

households.Joya’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

asingleparent

household,

14%

ofJoyaenthusiastshavethiscurrent

livingsituation.14%10%35%35%31%22%25%Multi-generational0%1%12%11%32%ExtendedOther4%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

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=50,

Joya

enthusiast,

n=807,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

high

value,

sustainability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarehighvalue,sustainability,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Joya

consumers

alsoappreciate

thesekey

attributes,indicating

Joya

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatJoya

enthusiastsareleast

focused

onare

thrill/excitementandsocial

responsibility.ReliabilityExclusivityJoya

shouldwork

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk

alternatives,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tomilkalternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=43,

Joyaconsumers’,n=50,

Joya

enthusiast,

n=807,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Joya

fans,

28%

state

that

they

get

excited

about

milk

alternative

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?42%38%38%34%32%28%27%26%24%22%19%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

milk

alternative

topicsrelating

toproductsmilk

alternativesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

alternatives

do

youagreewith?”;

Multi

Pick;“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=50,

Joyaenthusiast,

n=807,

milkalternative

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.1157%

of

Joya

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinGermany

is

31%.

Awarenessof

Joya,

however,

isat18%.Awareness23%

ofGerman

milkalternative

consumers

say

theylikeJoya,

compared

to

anindustryaverage

brandpopularity

of27%.19%

ofindustryconsumers

inGermany

saytheyconsume

Joya,

with

theaverage

consumption

ofabrandat24%.BuzzPopularity57%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of68%.Joya

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of14%

compared

to19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individual

brand

(popularity),

n=222,respondents

who

know

the

individual

brand

(consumption),

n=43,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Joya

ranks

outside

the

Top

10

in

awareness

within

the

milk

alternative

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJoyaRank#

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.1Alpro83%74%47%45%33%29%27%27%24%23%18%2AlnaturainnocentOatly345dennree

HaferDrinkVegan

lebenBIOPRIMOshareUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

18%

were

aware

of

Joya.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.82%9AllosAwarenessN/A10KoRo13

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

Joya

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJoyaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Alpro52%42%37%29%27%26%25%24%23%23%23%2Oatly3AlnaturainnocentKoRo4Outofconsumers

who

knew

thebrand,

23%

saidtheyliked

Joya.

Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.56BIOPRIMONatumiJ?RD777%89BeriefPopularityN/A10Joya14

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=222,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Joya

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJoyaRank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.1Alpro19%2Oatly36%3AlnaturaBIOPRIMOinnocentJ?RD32%Outofconsumers

who

knew

thebrand,

19%

saidtheyconsumed

Joya.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.429%525%624%7Berief23%8M?lk21%81%9KoRo21%UsageN/A10Natumi19%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=222,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Joya

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJoya’s

consumersRank#

BrandLoyalty

%86%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.1Alpro2Oatly82%3AlnaturaProvamelAllos80%42%478%577%58%6dennree

HaferDrinkinnocentKoRo75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.774%874%9BIOPRIMOshare67%Outofrespondents

whohaveconsumed

Joya,

57%saidthey

would

consume

the

brandagain.LoyaltyN/A1067%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=43,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Joya

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJoyaRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Alpro14%2KoRo30%3AlnaturaJ?RD25%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutJoya

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.421%5Oatly21%6Berief21%7innocentBIOPRIMONatumiM?lk21%820%86%917%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=222,

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.?

Identifyandunderstandyourcoreaudiences?