CONSUMER&

BRANDBrandKPIs

for

beauty

&

health

onlineshops:

Dot

&

Key

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Dot

&Key’s

performance

inthebeauty&healthonlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofOctober

202471%

of

Dot

&

Key

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Dot

&Key’sbrandingresonates

more

with

Gen

Z?Dot

&Key

ranksoutside

the

Top

10

inawarenesswithin

the

beauty&healthonlineshop

market?Dot

&Key

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

Dot&Key

is44%?Dot

&Key

ranksseventh

inusage?Among

Dot&Key

enthusiasts,39%

fallunderthehigh-income

category?Interms

of

loyalty,Dot

&Key

is

outsidethe

Top

10

in?Consumers

want

theirbeauty&healthonlineshopbrandstohavehonesty

/trustworthiness,

authenticity,andfriendlinessIndia?Dot

&Key

hasascore

of42%

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

Dot

&

Key

at

71%Brand

profile:

snapshotBrand

performance

of

Dot

&Key

inIndia71%55%44%42%36%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beauty

&health

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

allrespondents

(awareness),

n=693,

respondents

who

know

the

individual

brand

(popularity),

n=693,respondents

who

know

the

individual

brand

(usage),

n=252,

respondents

who

have

used

the

individual

brand

(loyalty),

n=693,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dot

&

Key

’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%46%44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDot

&Key

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDot

&Key

islikedby0%of

Baby

boomers

and7%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and

13%,

respectively.42%ForMillennials

andGen

Z,

44%

and

49%

feel

positivelytowards

Dot

&Key,versus

42%

and46%.

So

currently,forDot

&Key,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.13%7%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;Base:n=307,

Dot&Key

enthusiast,

n=1,191,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dot

&

Key

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Dot

&Key

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof13%15%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Dot

&Key

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%58%57%

ofwomen

likeDot

&Key

comparedto42%

of

men,whereas

fortheoverallindustry,59%

of

men

usebeauty&healthonline

shopscompared

to41%

ofwomen.84%13%

ofDot

&Key

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to15%

amongindustryusers

overall.42%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=307,

Dot&Key

enthusiast,

n=1,191,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Dot

&

Key

enthusiasts,

39%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.3%3%Single35%39%7%6%CoupleSingleparentNuclear39%

ofDot

&Key

enthusiastsare

fromhigh-income

households.Dot

&Key’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

39%

ofDot

&Key

enthusiastshavethiscurrentlivingsituation.2%4%33%33%17%19%31%Multi-generational39%32%31%33%30%ExtendedOther2%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

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=307,

Dot&Key

enthusiast,n=1,191,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

beauty

&

health

online

shop

brands

to

have

honesty

/trustworthiness,

authenticity,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

beauty

&healthonlineshopbrandsForbeauty

&healthonline

shops,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,authenticity,andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Dot

&Key

users

alsoappreciate

thesekey

attributes,indicating

Dot

&Keyexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatDot&Key

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityDot

&Key

should

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

tobeauty

&health

online

shops,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=252,

Dot&Key

users’,n=307,

Dot&Key

enthusiast,

n=1,191,

beauty

&health

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Dot

&

Key

fans,

53%

state

that

they

get

excited

about

beauty

&

healthonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeauty

&healthonlineshopsin

general?59%58%57%54%53%46%46%45%45%44%34%26%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

beauty&health

topicsrelating

toonlineshopsbeauty&healthonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

beauty

&health

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tobeauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=307,

Dot&Keyenthusiast,

n=1,191,

beauty

&health

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1171%

of

Dot

&

Key

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beauty

&healthonline

shops,theaverage

awareness

of

abrandinIndia

is63%.Awareness

ofDot

&Key,however,

isat55%.Awareness44%

ofIndianbeauty&health

onlineshop

userssaythey

likeDot

&Key,compared

to

anindustryaveragebrandpopularityof

40%.36%

ofindustryusers

inIndiasaythey

useDot

&Key,with

the

average

usageofabrandat32%.BuzzPopularity71%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.Dot

&Key

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of42%compared

to

34%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Beauty

&health

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

allrespondents

(awareness),

n=693,

respondents

who

know

the

individual

brand

(popularity),

n=693,respondents

who

know

the

individual

brand

(usage),

n=252,

respondents

who

have

used

the

individual

brand

(loyalty),

n=693,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dot

&

Key

ranks

outside

the

Top

10

in

awareness

within

the

beauty

&

healthonline

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDot

&KeyRank#

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.1Nykaa94%79%76%75%73%71%68%66%65%61%2Biotique3plum4MyGlammPurplle45%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.55%6Beardo7TheBodyShopHealth&GlowKhadiNaturalSkinKraft8Outofallrespondents,

55%

were

aware

of

Dot&Key.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Dot

&

Key

is

44%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDot

&KeyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nykaa68%52%50%50%49%45%44%44%43%40%2Biotique3Health&GlowBeardo444%Outofconsumers

who

knew

thebrand,

44%

saidtheyliked

Dot

&Key.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.5MyGlammPurplle56%67plum8Dot

&KeyKhadiNaturalJust

Herbs9PopularityN/A1014

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=693,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dot

&

Key

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDot

&KeyRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beauty

&healthonline

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1Nykaa2Beardo45%3Biotique43%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyused

Dot

&Key.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.4Health&GlowMyGlammPurplle40%539%637%64%7Dot

&Keyplum36%834%9KhadiNaturalBeauty

Barn34%UsageN/A1034%15

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=693,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Dot

&

Key

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDot

&Key’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Beardo2Nykaa85%29%3plum82%4TheBodyShopPurplle82%580%6MyGlammMacCosmeticsKhadiNaturalBiotique77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beauty

&healthonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.777%71%876%975%Outofrespondents

whohaveused

Dot

&Key,71%saidthey

would

usethebrand

again.LoyaltyN/A10Vilvah

Store75%16

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=252,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dot

&

Key

has

a

score

of

42%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDot

&KeyRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nykaa2Beardo51%3MyGlammBiotiquePurplle47%Outofconsumers

who

knew

thebrand,

42%

saidtheyhadheardaboutDot

&Key

inthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.42%446%542%58%6Dot

&KeyHealth&Glowplum42%741%835%9Beauty

BarnJust

Herbs34%BuzzN/A1034%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=693,

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-drive