CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

LindaMcCartney

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

LindaMcCartney’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

202467%

of

Linda

McCartney

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Linda

McCartney’s

branding

resonates

more

with?Linda

McCartney

ranksfourthinawareness

withintheBaby

Boomersmilk

alternative

market?Linda

McCartney

generally

appealstomen

more?Thepopularity

ratingof

Linda

McCartney

is19%than

women?Linda

McCartney

ranksoutsidethe

Top

10

in?Among

Linda

McCartney

enthusiasts,38%

fallunderconsumptionthe

high-income

category?Interms

of

loyalty,LindaMcCartney

is

outsidethe?Consumers

want

theirmilk

alternative

brandstohavehonesty

/trustworthiness,

sustainability,andauthenticityTop

10intheUnitedKingdom?Linda

McCartney

hasascore

of11%

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

Linda

McCartney

at

67%Brand

profile:

snapshotBrand

performance

of

Linda

McCartney

intheUnitedKingdom67%51%19%14%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=631,

respondents

who

know

the

individual

brand

(popularity),

n=631,respondents

who

know

the

individual

brand

(consumption),

n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=631,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Linda

McCartney’s

branding

resonates

more

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLindaMcCartney

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatLindaMcCartney

islikedby10%

of

Babyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

7%

and

26%,

respectively.30%28%26%21%ForMillennials

andGen

Z,

40%

and

28%

feel

positivelytowards

LindaMcCartney,

versus

38%

and30%.

Socurrently,

forLindaMcCartney,Baby

Boomers

connectmost

with

theirbrandcompared

tothe

overall

industryuser.10%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=121,

Linda

McCartney

enthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Linda

McCartney

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

LindaMcCartney

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Linda

McCartney

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofmen

likeLindaMcCartneycompared

to

49%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

milk

alternatives

compared

to49%

ofwomen.88%12%

ofLindaMcCartney

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=121,

LindaMcCartney

enthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Linda

McCartneyenthusiasts,

38%

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.15%15%Single38%37%18%20%CoupleSingleparentNuclear38%

ofLindaMcCartney

enthusiastsarefrom

high-income

households.LindaMcCartney’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

36%

ofLindaMcCartney

enthusiastshavethiscurrent

living

situation.11%10%36%34%33%37%26%Multi-generational2%2%14%14%29%ExtendedOther4%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=121,

Linda

McCartney

enthusiast,

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%LindaMcCartney

consumers

alsoappreciate

these

key

attributes,indicating

LindaMcCartney

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLinda

McCartneyenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityInnovationInclusivenessFriendlinessLindaMcCartney

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=90,

Linda

McCartney

consumers’,

n=121,

Linda

McCartney

enthusiast,

n=841,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Linda

McCartneyfans,

32%

state

that

they

get

excited

about

milkalternative

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?43%43%32%31%29%28%28%22%21%21%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=121,

Linda

McCartney

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.1167%

of

Linda

McCartney

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinthe

United

Kingdomis37%.Awareness

ofLindaMcCartney,

however,

isat51%.Awareness19%

ofUK

milkalternative

consumers

say

theylikeLindaMcCartney,compared

toanindustryaveragebrandpopularityof

24%.14%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

LindaMcCartney,with

theaverageconsumption

ofabrandat21%.BuzzPopularity67%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of72%.LindaMcCartney

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

16%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Milk

alternatives

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=631,

respondents

who

know

the

individual

brand

(popularity),

n=631,respondents

who

know

the

individual

brand

(consumption),

n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=631,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Linda

McCartney

ranksfourth

in

awareness

within

the

milk

alternative

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLindaMcCartneyRank#

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%2innocent3Oatly4Linda

McCartneyessential

Waitrose

OatKoko49%551%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Blue

Diamond's

AlmondBreeze78ActiLeafOutofallrespondents,

51%

were

aware

of

LindaMcCartney.

Thisranksthemfourth

compared

tootherbrandssurveyed

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

Linda

McCartney

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLindaMcCartneyRank#

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%19%2Oatly3Califia

FarmsinnocentGlebe

FarmJ?RD4Outofconsumers

who

knew

thebrand,

19%

saidtheyliked

LindaMcCartney.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.567Koko8Minor

Figures81%BlueDiamond's

AlmondBreeze9PopularityN/A10Plenish14

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=631,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Linda

McCartney

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLindaMcCartneyRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Alpro14%consumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2Oatly35%3innocentCalifia

FarmsGlebe

FarmJ?RD27%Outofconsumers

who

knew

thebrand,

14%

saidtheyconsumed

LindaMcCartney.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.426%525%622%7essential

Waitrose

OatActiLeaf21%821%86%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=631,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,Linda

McCartney

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLindaMcCartney’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.1RudeHealth2Alpro86%33%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?”.67%777%876%9J?RD74%Outofrespondents

whohaveconsumed

LindaMcCartney,

67%

saidtheywould

consume

thebrandagain.LoyaltyN/A10Provamel70%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=90,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Linda

McCartney

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLindaMcCartneyRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Alpro11%2Califia

FarmsOatly24%323%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutLindaMcCartney

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4innocentActiLeafGlebe

FarmJ?RD23%522%620%718%Blue

Diamond's

AlmondBreeze817%89%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=631,

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-drivende