CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

PlanetOat

in

the

United

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

PlanetOat’sperformance

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

202482%

of

Planet

Oat

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??PlanetOat’sbrandingresonates

more

with

Gen

Z?PlanetOatranksfifth

inawareness

within

the

milkalternative

market?PlanetOatgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

PlanetOatis26%?PlanetOatranksninth

inconsumption?Among

PlanetOatenthusiasts,39%

fallunderthehigh-income

category?Interms

of

loyalty,PlanetOatis

fourthinthe

United?Consumers

want

theirmilk

alternative

brandstohavehighvalue,authenticity,and

honesty

/trustworthinessStates?PlanetOathasascore

of20%

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

Planet

Oat

at

82%Brand

profile:

snapshotBrand

performance

of

PlanetOatintheUnited

States82%47%26%23%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=592,

respondents

who

know

the

individual

brand

(popularity),

n=592,respondents

who

know

the

individual

brand

(consumption),

n=137,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=592,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Planet

Oat’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%

37%

37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePlanetOatbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPlanetOatislikedby

8%

of

Baby

boomers

and18%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is7%

and

26%,

respectively.30%26%18%ForMillennials

andGen

Z,

37%

and

37%

feel

positivelytowards

PlanetOat,versus

37%

and30%.

So

currently,forPlanetOat,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.8%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=154,

Planet

Oatenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Planet

Oat

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PlanetOatshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%85%16%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

PlanetOathasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%49%51%

ofwomen

likePlanetOatcomparedto49%

of

men,whereas

fortheoverallindustry,51%

of

men

consume

milkalternatives

compared

to

49%

ofwomen.82%16%

ofPlanet

Oatenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

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=154,

Planet

Oatenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Planet

Oat

enthusiasts,

39%

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.22%26%Single34%39%15%13%CoupleSingleparentNuclear39%

ofPlanet

Oatenthusiastsarefromhigh-income

households.PlanetOat’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

26%

of

PlanetOatenthusiastshavethiscurrent

livingsituation.12%10%26%21%34%31%34%Multi-generational5%4%13%18%ExtendedOther27%7%9%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=154,

Planet

Oatenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

high

value,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarehighvalue,authenticity,andhonesty/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%PlanetOatconsumers

alsoappreciatethese

key

attributes,indicatingPlanetOatexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatPlanetOatenthusiastsareleast

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityPlanetOatshould

work

on

promotinghighvalueto

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=137,

Planet

Oatconsumers’,n=154,

Planet

Oatenthusiast,

n=906,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Planet

Oat

fans,

35%

state

that

they

get

excited

about

milk

alternativeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?49%38%36%35%33%33%30%26%24%24%23%21%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=154,

Planet

Oat

enthusiast,

n=906,

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.1182%

of

Planet

Oat

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinthe

United

Statesis37%.Awareness

ofPlanetOat,however,

isat47%.Awareness26%

ofU.S.

milk

alternative

consumers

saytheylikePlanetOat,compared

to

anindustryaverage

brandpopularity

of26%.23%

ofindustryconsumers

intheUnited

Statessaythey

consume

PlanetOat,with

the

averageconsumption

ofabrandat23%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.PlanetOathasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=592,

respondents

who

know

the

individual

brand

(popularity),

n=592,respondents

who

know

the

individual

brand

(consumption),

n=137,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=592,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Planet

Oat

ranks

fifth

in

awareness

within

the

milk

alternative

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPlanet

OatRank#

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.1Silk83%78%68%61%47%38%36%36%34%33%BlueDiamond's

AlmondBreeze234ChobaniTrader

Joe's47%5Planet

Oat53%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Califia

FarmsOatly78365Everyday

ValueSoDelicious

Dairy

FreePacific

FoodsOutofallrespondents,

47%

were

aware

of

PlanetOat.Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.9AwarenessN/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

Planet

Oat

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPlanet

OatRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Silk48%42%35%33%31%27%26%26%26%24%BlueDiamond's

AlmondBreeze226%3ChobaniCalifia

FarmsOatly4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

PlanetOat.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56Malk7ElmhurstPlanet

OatGood

KarmaAlpro74%89PopularityN/A1014

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=592,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Planet

Oat

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPlanetOatRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Silkconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.BlueDiamond's

AlmondBreeze23%238%3ChobaniOatly31%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

PlanetOat.Thisranksthemninth427%compared

to

other

brandssurveyed

inthismarket.5Califia

FarmsAlpro25%625%7Malk25%77%8ElmhurstPlanet

OatOatsome24%923%UsageN/A1022%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=592,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Planet

Oat

is

fourth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPlanetOat’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.1Silk18%BlueDiamond's

AlmondBreeze284%3SoDelicious

Dairy

FreePlanet

Oat83%482%5365Everyday

ValueChobani79%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Trader

Joe'sOatly77%876%82%9Califia

FarmsGood

Karma75%Outofrespondents

whohaveconsumed

Planet

Oat,82%

saidthey

would

consume

the

brandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=137,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Planet

Oat

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPlanetOatRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.BlueDiamond's

AlmondBreeze120%2Silk33%3Chobani31%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutPlanet

Oatinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Alpro30%5Malk26%6Califia

FarmsOatly26%723%8Forager

ProjectElmhurstGood

Karma22%80%922%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=592,

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