CONSUMER&

BRANDBrandKPIs

for

milk

alternatives:

Shefain

BrazilConsumer

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

Shefa’sperformance

inthemilk

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

202483%

of

Shefa

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Shefa’sbranding

resonates

more

with

Gen

X?Shefagenerally

appealstowomen

andmen

equally?Shefarankssixthinawareness

within

the

milkalternative

market?Thepopularity

ratingof

Shefais38%?Shefaranksfourthinconsumption?Among

Shefaenthusiasts,33%

fallunderthe

high-income

category?Consumers

want

theirmilk

alternative

brandstohavereliability,authenticity,andhonesty

/trustworthiness?Interms

of

loyalty,Shefa

isfourthinBrazil?Shefahasascore

of

25%

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

Shefa

at

83%Brand

profile:

snapshotBrand

performance

of

ShefainBrazil83%38%36%36%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

alternatives

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=447,

respondents

who

know

the

individual

brand

(popularity),

n=447,respondents

who

know

the

individual

brand

(consumption),

n=162,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=447,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Shefa’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeShefa

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatShefaislikedby7%

ofBaby

boomers

and

33%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and26%,

respectively.33%30%26%24%ForMillennials

andGen

Z,

36%

and

24%

feel

positivelytowards

Shefa,versus

40%

and30%.

Socurrently,

forShefa,Gen

Xconnects

most

withtheirbrandcomparedtothe

overall

industryuser.7%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk

alternatives,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=169,

Shefa

enthusiast,

n=980,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Shefa

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Shefa

shows

thatwomenareequally

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Shefahasahigherproportionof

LGBTQIA+consumers

when10%8%50%

ofwomen

likeShefacompared

to50%

ofmen,

whereas

for

the

overallindustry,53%

of

women

consume

milkalternatives

compared

to

47%

of

men.50%50%53%47%89%89%compared

to

theindustryusers

ingeneral.10%

ofShefa

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

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=169,

Shefaenthusiast,

n=980,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Shefa

enthusiasts,

33%

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.8%7%Single33%34%9%CoupleSingleparentNuclear33%

ofShefa

enthusiastsare

fromhigh-income

households.Shefa’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

amulti-generational

household,

14%

of

Shefaenthusiastshavethiscurrent

livingsituation.13%7%7%38%36%36%30%40%Multi-generational14%10%22%22%ExtendedOther27%2%3%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=169,

Shefa

enthusiast,

n=980,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

alternative

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

milkalternative

brandsFormilk

alternatives,

the

topthreequalitiesconsumers

wantfrom

abrandarereliability,

authenticity,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Shefaconsumers

alsoappreciate

thesekey

attributes,indicating

Shefa

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatShefaenthusiastsareleast

focused

onare

thrill/excitementandhigh

value.ReliabilityExclusivityShefashould

work

on

promotingfriendliness

toconvert

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=162,

Shefa

consumers’,

n=169,

Shefa

enthusiast,

n=980,

milk

alternative

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Shefa

fans,

47%

state

that

they

get

excited

about

milk

alternativeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkalternatives

ingeneral?59%53%50%47%43%43%41%38%38%31%31%28%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=169,

Shefa

enthusiast,

n=980,

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.1183%

of

Shefa

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk

alternatives,

theaverageawareness

ofabrandinBrazil

is38%.

Awareness

ofShefa,however,

isat36%.Awareness38%

ofBrazilian

milk

alternative

consumers

saytheylikeShefa,compared

toanindustryaverage

brandpopularity

of40%.36%

ofindustryconsumers

inBrazil

saythey

consumeShefa,withtheaverage

consumption

ofabrandat36%.BuzzPopularity83%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.Shefahasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of25%

compared

to28%.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=447,

respondents

who

know

the

individual

brand

(popularity),

n=447,respondents

who

know

the

individual

brand

(consumption),

n=162,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=447,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Shefa

ranks

sixth

in

awareness

within

the

milk

alternative

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofShefaRank#

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.1Nesfit83%51%46%43%41%36%34%33%28%22%2Nuts3Silk36%4Jasmine

BiovA

TaldaCastanhaShefa5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.664%7NatuterraVidaVegNature's

HeartNude8Outofallrespondents,

36%

were

aware

of

Shefa.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.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

Shefa

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofShefaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nesfit73%53%43%41%40%38%36%36%34%31%2A

TaldaCastanhaNaveia338%4Nature's

HeartNatuterraShefaOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Shefa.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.5662%7Silk8Nuts9Jasmine

BiovVidaVegPopularityN/A1014

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=447,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Shefa

ranksfourth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofShefaRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Nesfitconsumed,

we

asked

each

respondent:

“Whenitcomes

to

milk

alternatives,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2A

TaldaCastanhaNaveia47%339%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyconsumed

Shefa.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.4Shefa36%5NatuterraSilk34%633%64%7Nature's

HeartJasmine

BiovNuts31%830%929%UsageN/A10Nude28%15

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:n=447,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Shefa

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofShefa’s

consumersRank#

BrandLoyalty

%91%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.1Nesfit17%2A

TaldaCastanhaNature's

HeartShefa87%384%483%5VidaVegSilk83%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk

alternatives,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7NatuterraJasmine

BiovNaveia79%877%83%976%Outofrespondents

whohaveconsumed

Shefa,83%saidthey

would

consume

the

brandagain.LoyaltyN/A10Nuts75%16

Notes:“When

it

comesto

milk

alternatives,

which

ofthe

following

brands

are

youlikely

toconsume

again

in

the

future?”;

Multi

Pick;Base:

n=162,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Shefa

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofShefaRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nesfit2A

TaldaCastanhaNatuterraNature's

HeartNaveia35%25%331%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutShefa

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.430%528%6Isola

BioShefa25%725%75%8Nude24%9Jasmine

BiovSilk22%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=447,

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.?

Identifyandunderstandyourcoreaudiences?

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