CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

CalifiaFarms

in

the

United

KingdomConsumer

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

CalifiaFarms’performance

inthe

milk

alternative

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

202469%

of

Califia

Farms

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Califia

Farms’

brandingresonates

more

with?Califia

Farms

ranksoutside

the

Top

10

inawarenessMillennialswithin

the

milk

alternative

market?Califia

Farms

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Califia

Farms

is32%?Califia

Farms

ranksfourth

inconsumption?Among

Califia

Farms

enthusiasts,47%

fallunderthehigh-income

category?Interms

of

loyalty,CalifiaFarms

is

outsidethe

Top

10inthe

United

Kingdom?Consumers

want

theirmilk

alternative

brandstohavehonesty

/trustworthiness,

sustainability,andauthenticity?Califia

Farms

hasascore

of24%

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

Califia

Farms

at

69%Brand

profile:

snapshotBrand

performance

of

Califia

Farms

intheUnitedKingdom69%32%26%26%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=325,

respondents

who

know

the

individual

brand

(popularity),

n=325,respondents

who

know

the

individual

brand

(consumption),

n=86,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=325,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Califia

Farms’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCalifiaFarms

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatCalifiaFarmsislikedby2%

of

Babyboomers

and14%of

Gen

Xers,whereas

the

total

shareof

industryusersis7%

and26%,

respectively.38%36%30%26%ForMillennials

andGen

Z,

48%

and

36%

feel

positivelytowards

CalifiaFarms,versus

38%

and30%.

So14%currently,

forCalifiaFarms,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.7%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=104,

Califia

Farmsenthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Califia

Farms

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

CalifiaFarms

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Califia

Farms

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.17%36%64%49%51%64%

ofmen

likeCalifiaFarms

comparedto36%

of

women,

whereas

fortheoverall

industry,51%

ofmen

consumemilk

alternatives

compared

to

49%

ofwomen.80%17%

ofCalifiaFarms

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

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=104,

CalifiaFarmsenthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Califia

Farms

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.12%15%Single37%15%20%47%CoupleSingleparentNuclear47%

ofCalifiaFarms

enthusiastsarefrom

high-income

households.CalifiaFarms’brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

18%

ofCalifiaFarms

enthusiastshavethiscurrentlivingsituation.9%10%38%34%37%26%36%Multi-generational2%2%18%14%ExtendedOther17%6%5%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=104,

Califia

Farmsenthusiast,

n=841,milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

honesty

/

trustworthiness,sustainability,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,Authenticity50%Thrill/ExcitementSustainabilityBoldnessClevernesssustainability,and

authenticity.40%30%20%10%0%CalifiaFarms

consumers

alsoappreciatethese

key

attributes,indicatingCalifiaFarmsexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatCalifia

Farmsenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityCalifiaFarms

should

work

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.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=86,

Califia

Farms

consumers’,n=104,

Califia

Farmsenthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Califia

Farms

fans,

38%

state

that

they

get

excited

about

milk

alternativeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?49%40%38%37%36%29%28%28%25%22%18%16%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=104,

Califia

Farms

enthusiast,

n=841,milk

alternative

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

Califia

Farms

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinthe

United

Kingdomis37%.Awareness

ofCalifiaFarms,however,

isat26%.Awareness32%

ofUK

milkalternative

consumers

say

theylikeCalifiaFarms,compared

to

anindustryaverage

brandpopularity

of24%.26%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

CalifiaFarms,with

the

averageconsumption

ofabrandat21%.BuzzPopularity69%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.CalifiaFarms

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=325,

respondents

who

know

the

individual

brand

(popularity),

n=325,respondents

who

know

the

individual

brand

(consumption),

n=86,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=325,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Califia

Farms

ranks

outside

the

Top

10

in

awareness

within

the

milk

alternativemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCalifia

FarmsRank#

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.1Alpro84%77%65%51%39%38%32%32%32%30%2innocent26%3Oatly4Linda

McCartneyessential

Waitrose

OatKoko5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Blue

Diamond's

AlmondBreeze774%8ActiLeafOutofallrespondents,

26%

were

aware

of

CalifiaFarms.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

inthismarket.9Planet

OrganicRudeHealthAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Califia

Farms

is

32%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCalifia

FarmsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Alpro46%42%32%32%29%26%24%22%21%20%2Oatly32%3Califia

FarmsinnocentGlebe

FarmJ?RD4Outofconsumers

who

knew

thebrand,

32%

saidtheyliked

CalifiaFarms.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.567Koko68%8Minor

FiguresBlueDiamond's

AlmondBreeze9PopularityN/A10Plenish14

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=325,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Califia

Farms

ranks

fourth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCalifia

FarmsRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Alproconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2Oatly35%26%3innocentCalifia

FarmsGlebe

FarmJ?RD27%Outofconsumers

who

knew

thebrand,

26%

saidtheyconsumed

CalifiaFarms.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.426%525%622%7essential

Waitrose

OatActiLeaf21%74%821%9Koko20%BlueDiamond's

AlmondBreezeUsageN/A1019%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=325,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Califia

Farms

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCalifia

Farms’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.1RudeHealth2Alpro86%31%3Oatly86%4innocentMOMAPlenishPlanet

OrganicOato79%578%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.777%69%876%9J?RD74%Outofrespondents

whohaveconsumed

CalifiaFarms,69%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Provamel70%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=86,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Califia

Farms

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCalifia

FarmsRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Alpro24%2Califia

FarmsOatly24%323%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutCalifiaFarms

inthemedia.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.4innocentActiLeafGlebe

FarmJ?RD23%522%620%718%Blue

Diamond's

AlmondBreeze76%817%9essential

Waitrose

OatProvitamil16%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=325,

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

andu