CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

OnlyEarth

in

IndiaConsumer

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

OnlyEarth’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

202474%

of

Only

Earth

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??OnlyEarth’sbrandingresonates

more

with?OnlyEarthranksfifth

inawareness

within

the

milkMillennialsalternative

market?OnlyEarthgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

OnlyEarthis44%?OnlyEarthrankssixthinconsumption?Among

OnlyEarthenthusiasts,42%

fallunderthehigh-income

category?Interms

of

loyalty,OnlyEarthis

sixth

inIndia?OnlyEarthhasascore

of40%

formedia

buzz?Consumers

want

theirmilk

alternative

brandstohavehonesty

/trustworthiness,

authenticity,andhighvalue3Sources:

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

forOnly

Earth

at

74%Brand

profile:

snapshotBrand

performance

of

Only

Earth

inIndia74%51%44%40%38%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=641,

respondents

who

know

the

individual

brand

(popularity),

n=641,respondents

who

know

the

individual

brand

(consumption),

n=245,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=641,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Only

Earth’sbranding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%45%44%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeOnlyEarthbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatOnlyEarthislikedby0%

of

Babyboomers

and9%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

13%,

respectively.ForMillennials

andGen

Z,

46%

and

45%

feel

positivelytowards

OnlyEarth,versus

43%

and44%.

So

currently,forOnlyEarth,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.13%9%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=280,

Only

Earthenthusiast,

n=1,096,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Only

Earth

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

OnlyEarthshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.14%15%82%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

OnlyEarthhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%42%57%56%

ofmen

likeOnlyEarthcompared

to42%

ofwomen,

whereas

fortheoverallindustry,59%

of

men

consume

milkalternatives

compared

to

41%

ofwomen.84%14%

ofOnly

Earthenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

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=280,

Only

Earthenthusiast,

n=1,096,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Only

Earth

enthusiasts,

42%

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.4%4%Single5%5%42%41%CoupleSingleparentNuclear42%

ofOnly

Earthenthusiastsarefromhigh-income

households.OnlyEarth’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

40%

ofOnlyEarthenthusiastshavethiscurrentlivingsituation.3%4%15%21%28%30%28%Multi-generational40%31%32%34%30%ExtendedOther1%2%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=280,

Only

Earthenthusiast,

n=1,096,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

honesty

/

trustworthiness,authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,authenticity,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%OnlyEarthconsumers

alsoappreciatethese

key

attributes,indicatingOnlyEarthexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatOnlyEarthenthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityOnlyEarthshould

work

on

promotingauthenticityto

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=245,

Only

Earthconsumers’,n=280,

Only

Earthenthusiast,

n=1,096,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Only

Earth

fans,

59%

state

that

they

get

excited

about

milk

alternativeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?59%58%55%51%51%46%44%42%42%42%36%29%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=280,

Only

Earthenthusiast,

n=1,096,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.1174%

of

Only

Earth

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinIndiais50%.

Awareness

ofOnlyEarth,however,

isat51%.Awareness44%

ofIndianmilk

alternativeconsumers

saytheylikeOnlyEarth,compared

to

anindustryaverage

brandpopularity

of44%.38%

ofindustryconsumers

inIndiasaythey

consumeOnlyEarth,with

the

average

consumption

of

abrandat40%.BuzzPopularity74%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.OnlyEarthhasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of40%compared

to

39%.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=1,248,

all

respondents

(awareness),

n=641,

respondents

who

know

the

individual

brand

(popularity),

n=641,respondents

who

know

the

individual

brand

(consumption),

n=245,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=641,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Only

Earth

ranks

fifth

in

awareness

within

the

milk

alternative

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofOnlyEarthRank#

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.1QuakerOats74%64%57%56%51%49%43%43%42%42%2OatMlk3MilkinOatsSoGoodOnlyEarthPlantawaySlicc449%551%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678OatupOutofallrespondents,

51%

were

aware

of

OnlyEarth.Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.9OatWowOatlyAwarenessN/A1013

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

Only

Earth

is

44%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofOnlyEarthRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1QuakerOats66%59%57%47%44%40%40%37%36%34%2MilkinOatsOatMlkOatWowOnlyEarthOatly3444%Outofconsumers

who

knew

thebrand,

44%

saidtheyliked

OnlyEarth.Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.556%67SoGoodOatish89SliccPopularityN/A10AltCo14

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=641,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Only

Earth

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofOnly

EarthRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1QuakerOatsconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2MilkinOatsOatMlkSoGoodOatWowOnlyEarthOatish53%350%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

OnlyEarth.Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.442%542%638%62%737%8AltCo34%9Oatly34%UsageN/A10Slicc33%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=641,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Only

Earth

is

sixth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofOnlyEarth’s

consumersRank#

BrandLoyalty

%89%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.1QuakerOats2MilkinOatsAltCo84%26%381%4SoGoodOatMlkOnlyEarthSlicc80%579%674%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.773%74%8OatWowOatish71%971%Outofrespondents

whohaveconsumed

Only

Earth,74%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Oatup70%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=245,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Only

Earth

has

a

score

of

40%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofOnly

EarthRank#

BrandBuzz%58%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1QuakerOats2MilkinOatsOatMlkOatWowOnlyEarthAltCo57%347%Outofconsumers

who

knew

thebrand,

40%

saidtheyhadheardaboutOnly

Earthinthemedia.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.40%442%540%639%60%7Oatish39%8Oatly36%9PlantawaySlicc31%BuzzN/A1029%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=641,

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.?

Identifyandunderstand