CONSUMER&

BRANDBrandKPIs

for

beauty

&

health

onlineshops:

Müller

in

GermanyConsumer

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

Müller’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

202480%

of

Müller

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Müller’s

brandingresonates

more

with

Gen

Z?Müller

generally

appealstowomen

more

than

men?Müller

ranksthirdinawareness

withinthebeauty&healthonline

shopmarket?Thepopularity

ratingof

Müller

is45%?Müller

ranksfourth

inusage?Among

Müller

enthusiasts,38%

fallunderthe

high-income

category?Consumers

want

theirbeauty&healthonlineshopbrandstohavereliability,

highvalue,and

honesty

/trustworthiness?Interms

of

loyalty,Müller

is

tenthinGermany?Müller

hasascore

of19%

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.4Awareness

is

the

highest

scoring

KPI

for

Müller

at

86%Brand

profile:

snapshotBrand

performance

of

MüllerinGermany86%80%45%31%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beauty

&health

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

allrespondents

(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,respondents

who

know

the

individual

brand

(usage),

n=334,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,078,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations34%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMüller

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMüller

islikedby

9%

of

Baby

boomers

and29%

ofGenXers,

whereas

thetotalshareof

industryusers

is11%and32%,

respectively.29%28%24%ForMillennials

andGen

Z,

34%

and

28%

feel

positivelytowards

Müller,

versus

33%

and24%.

So

currently,

forMüller,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%9%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=482,

Müller

enthusiast,

n=1,087,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Müller

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Müller

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.55%

ofwomen

likeMüller

compared

to45%

ofmen,

whereas

for

the

overallindustry,52%

of

women

usebeauty&healthonline

shopscompared

to48%

ofmen.52%48%55%85%86%7%

of

Müller

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.45%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=482,

Müller

enthusiast,

n=1,087,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Müller

enthusiasts,

38%

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.22%25%Single34%33%33%38%25%28%CoupleSingleparentNuclear38%

ofMüller

enthusiastsarefrom

high-income

households.Müller’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

26%

of

Müllerenthusiastshavethiscurrent

livingsituation.7%7%26%23%32%Multi-generational3%2%13%11%30%ExtendedOther4%4%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=482,

Müller

enthusiast,

n=1,087,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

beauty

&

health

online

shop

brands

to

have

reliability,high

value,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

beauty

&healthonlineshopbrandsForbeauty

&healthonline

shops,thetopthree

qualitiesusers

wantfrom

abrandarereliability,

high

value,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Müller

users

alsoappreciate

these

keyattributes,indicating

Müller

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMüller

enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityMüller

should

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=334,

Müller

users’,n=482,

Müller

enthusiast,

n=1,087,

beauty

&health

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Müller

fans,

24%

state

that

they

get

excited

about

beauty

&

healthonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeauty

&healthonlineshopsin

general?35%32%24%23%22%21%20%20%19%18%15%

15%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=482,

Müllerenthusiast,

n=1,087,

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.1180%

of

Müller

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beauty

&healthonline

shops,theaverage

awareness

of

abrandinGermany

is49%.Awareness

ofMüller,

however,

isat86%.Awareness45%

ofGerman

beauty&health

onlineshop

userssaythey

likeMüller,

compared

to

anindustryaveragebrandpopularityof

32%.31%

ofindustryusers

inGermany

say

theyuseMüller,with

the

average

usageofabrandat24%.BuzzPopularity80%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Müller

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

20%.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=1,248,

allrespondents

(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,respondents

who

know

the

individual

brand

(usage),

n=334,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,078,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller

ranks

third

in

awareness

within

the

beauty

&

health

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMüllerRank#

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.1dm94%91%86%86%72%68%64%54%44%38%14%2RossmannMüller34DouglasSHOP

APOTHEKEDocMorrisflaconi5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678RitualsOutofallrespondents,

86%

were

aware

of

Müller.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.86%N/A9medpexSephoraAwareness1013

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

Müller

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMüllerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1dm71%59%45%45%37%31%31%30%30%28%2RossmannDouglas34Müller45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Müller.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.5Rituals55%6flaconi7parfumdreamsNOTINO89SHOP

APOTHEKEmedikamente-per-klickPopularityN/A1014

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,078,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller

ranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMüllerRank#

BrandUsage

%58%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beauty

&healthonline

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1dm2RossmannDouglas48%31%333%Outofconsumers

who

knew

thebrand,

31%

saidtheyused

Müller.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4Müller31%5Rituals28%6SHOP

APOTHEKEmedikamente-per-klickDocMorrisflaconi27%721%69%821%919%UsageN/A10parfumdreams18%15

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,078,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Müller

is

tenth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMüller’sconsumersRank#

BrandLoyalty

%91%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.1dm20%2RossmannSHOP

APOTHEKEflaconi90%385%481%5parfumdreamsSephora81%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beauty

&healthonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7Douglas81%8Rituals80%80%9medikamente-per-klickMüller80%Outofrespondents

whohaveused

Müller,

80%

saidthey

would

usethebrand

again.LoyaltyN/A1080%16

Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=334,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Müller

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMüllerRank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1dm19%2DouglasRossmannSHOP

APOTHEKEflaconi32%329%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutMüller

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.428%524%6Rituals24%7DocMorrisMüller23%819%81%9GlossyboxSephora18%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,078,

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

andunlocknewgrowt