CONSUMER&

BRANDBrandKPIs

for

milk:

Neutral

Milk

in

theUnited

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.

7500Ourdataallows

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

Neutral

Milk’s

performance

inthe

milk

market.Fieldwork:April-July

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

Neutral

Milk

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Neutral

Milk’s

branding

resonates

more

with?Neutral

Milk

ranksoutsidethe

Top

10

inawarenessMillennialswithin

the

milk

market?Neutral

Milk

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Neutral

Milk

is35%?Neutral

Milk

ranksthird

inconsumption?Among

Neutral

Milk

enthusiasts,48%

fallunderthehigh-income

category?Interms

of

loyalty,Neutral

Milk

is

ninth

inthe

UnitedStates?Consumers

want

theirmilk

brandsto

havehighvalue,honesty

/trustworthiness,

andauthenticity?Neutral

Milk

hasascore

of32%

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

Neutral

Milk

at

74%Brand

profile:

snapshotBrand

performance

of

NeutralMilkintheUnitedStates74%36%35%32%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=244,

respondents

who

know

the

individual

brand

(popularity),

n=244,

respondents

who

knowthe

individual

brand

(consumption),

n=87,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=244,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Neutral

Milk’s

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

likeNeutral

Milk

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatNeutral

Milk

islikedby2%

ofBaby

boomers

and9%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

27%,

respectively.41%35%29%27%ForMillennials

andGen

Z,

48%

and

41%

feel

positivelytowards

Neutral

Milk,

versus35%

and29%.

Socurrently,

forNeutral

Milk,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.9%9%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=86,Neutral

Milk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Neutral

Milk

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Neutral

Milk

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.12%12%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Neutral

Milk

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.33%67%67%

ofmen

likeNeutral

Milk

comparedto33%

of

women,

whereas

fortheoverall

industry,50%

ofwomen

drinkmilk

compared

to50%

ofmen.50%50%86%12%

ofNeutral

Milk

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to12%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=86,

NeutralMilk

enthusiast,n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Neutral

Milk

enthusiasts,

48%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%27%Single33%35%33%5%CoupleSingleparentNuclear48%48%

ofNeutral

Milk

enthusiastsare

fromhigh-income

households.Neutral

Milk’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

36%

ofNeutral

Milk

enthusiastshavethiscurrent

living

situation.13%8%9%36%20%20%Multi-generational5%4%19%18%32%ExtendedOther5%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,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=86,

Neutral

Milk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

brands

to

have

high

value,

honesty

/

trustworthiness,and

authenticityBrand

profile:

qualitiesQualitiesdrinkers

want

from

milkbrandsAuthenticityFormilk,thetopthree

qualitiesdrinkerswant

fromabrandare

high

value,honesty

/trustworthiness,

andauthenticity.60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityNeutral

Milk

drinkers

alsoappreciatethese

key

attributes,indicatingNeutralMilk

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNeutral

Milkenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityNeutral

Milk

should

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brandshave

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=87,

NeutralMilk

consumers’,n=86,

NeutralMilk

enthusiast,

n=1,033,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Neutral

Milk

fans,

44%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?52%49%44%42%41%37%37%29%24%23%23%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsrelating

tomilkIknow

and

trustmilk

productsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=86,

NeutralMilk

enthusiast,

n=1,033,

milk

drinkersSources:

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

Neutral

Milk

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinthe

United

Statesis48%.

Awareness

ofNeutral

Milk,however,

isat20%.Awareness35%

ofU.S.

milk

drinkers

saytheylikeNeutral

Milk,compared

to

anindustryaverage

brandpopularity

of31%.36%

ofindustrydrinkers

intheUnitedStatessaytheydrinkNeutral

Milk,

withtheaverage

consumption

ofabrandat28%.BuzzPopularity74%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Neutral

Milk

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

25%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Milk

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=244,

respondents

who

know

the

individual

brand

(popularity),

n=244,

respondents

who

knowthe

individual

brand

(consumption),

n=87,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=244,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Neutral

Milk

ranks

outside

the

Top

10

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNeutral

MilkRank#

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.1Silk86%78%73%71%68%66%55%26%24%22%20%BlueDiamond's

AlmondBreeze234FairlifeLactaid5HorizonOrganicChobaniUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Organic

ValleyParmalat8Outofallrespondents,

20%

were

aware

of

NeutralMilk.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.80%9Maple

HillCreameryAlta

DenaAwarenessN/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

Neutral

Milk

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNeutral

MilkRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Silk43%41%38%35%34%32%32%31%30%27%2FairlifeBlueDiamond's

AlmondBreeze335%4Neutral

MilkHorizonOrganicAlta

DenaOutofconsumers

who

knew

thebrand,

35%

saidtheyliked

Neutral

Milk.

Thisranksthemfourthcomparedtootherbrandssurveyed

inthismarket.5665%7Organic

ValleyChobani89Maple

HillCreameryParmalatPopularityN/A1014

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=244,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Neutral

Milk

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNeutral

MilkRank#

BrandUsage

%39%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

milk,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Silk2Fairlife36%3Neutral

Milk36%36%Outofconsumers

who

knew

thebrand,

36%

saidtheydrankNeutral

Milk.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.BlueDiamond's

AlmondBreeze434%5HorizonOrganicOrganic

ValleyChobani29%629%64%728%8Alta

DenaT.G.Lee26%924%UsageN/A10Lactaid23%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=244,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Neutral

Milk

is

ninth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNeutral

Milk’sconsumersRank#

BrandLoyalty

%83%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.1Silk2Fairlife82%26%BlueDiamond's

AlmondBreeze382%4a280%5T.G.Lee79%6ParmalatChobaniOrganic

ValleyNeutral

MilkLactaid78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk,which

of

thefollowing

brandsareyou

likely

toconsume

againinthe

future?”.777%74%876%974%Outofrespondents

whohavedrankNeutral

Milk,74%saidthey

would

consume

the

brandagain.LoyaltyN/A1074%16

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=87,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Neutral

Milk

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNeutral

MilkRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.BlueDiamond's

AlmondBreeze12Fairlife32%32%3Neutral

MilkSilk32%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutNeutral

Milk

inthe

media.

This

ranksthemthirdcompared

toother

brandssurveyed

inthismarket.431%5Alta

DenaChobani28%628%7Lactaid24%68%8HorizonOrganicMaple

HillCreamerya222%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=244,

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