CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Kellogg’s

Special

K

in

the

United

StatesConsumer

Insights

reportDecember2024Discover

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

Kellogg’s

Special

K’sperformance

inthe

breakfast

cereal

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,

asofDecember202487%

of

Kellogg’s

Special

K

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kellogg’s

Special

K’sbranding

resonates

more

with?Kellogg’s

Special

Kranksoutside

the

Top

10

inBaby

Boomersawareness

withinthebreakfast

cereal

market?Kellogg’s

Special

Kgenerally

appealstowomen

more

?Thepopularity

ratingof

Kellogg’s

Special

Kis27%than

men?Kellogg’s

Special

Kranksoutside

the

Top

10

in?Among

Kellogg’s

Special

Kenthusiasts,39%

fallunder

consumptionthe

high-income

category?Interms

of

loyalty,Kellogg’s

Special

K

is

second

inthe?Consumers

want

theirbreakfast

cereal

brandstohavehonesty

/trustworthiness,

highvalue,andauthenticityUnitedStates?Kellogg’s

Special

Khasascore

of15%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Kellogg’s

Special

K

at

87%Brand

profile:

snapshotBrand

performance

of

Kellogg’sSpecial

KintheUnitedStates87%86%27%17%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,072,

respondents

who

know

the

individual

brand

(popularity),

n=1,072,respondents

who

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,072,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Special

K’s

branding

resonatesmore

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%

37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKellogg’s

Special

K

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatKellogg’s

Special

Kislikedby16%

ofBabyboomers

and

26%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

9%

and

29%,

respectively.29%26%25%21%16%ForMillennials

andGen

Z,

37%

and

21%

feel

positivelytowards

Kellogg’s

Special

K,

versus

37%

and25%.

Socurrently,

forKellogg’s

Special

K,Baby

Boomersconnect

most

with

theirbrand

compared

tothe

overallindustryuser.9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=294,

Kellogg’sSpecial

K

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Special

K

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kellogg’s

Special

Kshowsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kellogg’s

Special

Khasasimilar

proportion

of

LGBTQIA+49%51%55%55%

ofwomen

likeKellogg’s

Special

Kcompared

to

45%

of

men,whereas

forthe

overall

industry,51%

of

menconsume

breakfast

cereal

compared

to49%

ofwomen.89%consumers

when

compared

totheindustryusers

ingeneral.9%

of

Kellogg’s

Special

Kenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=294,

Kellogg’sSpecial

Kenthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Special

K

enthusiasts,

39%

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.23%24%Single36%39%17%17%CoupleSingleparentNuclear39%

ofKellogg’s

Special

Kenthusiastsarefrom

high-income

households.Kellogg’s

Special

K’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

16%

ofKellogg’s

Special

Kenthusiastshavethiscurrent

living

situation.10%11%21%21%36%29%33%Multi-generational5%4%16%14%ExtendedOther28%8%8%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

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=294,

Kellogg’sSpecial

K

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

honesty

/trustworthiness,

high

value,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,

highvalue,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Kellogg’s

Special

Kconsumers

alsoappreciate

these

key

attributes,indicating

Kellogg’s

Special

Kexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKellogg’s

Special

Kenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessKellogg’s

Special

Kshould

work

onpromoting

highvalueto

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

breakfastcereal,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

tobreakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=180,

Kellogg’s

Special

K

consumers’,

n=294,

Kellogg’sSpecial

K

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Special

K

fans,

39%

state

that

they

get

excited

about

breakfastcerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?51%42%39%32%30%29%26%23%21%21%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

breakfast

cereal

topicsrelating

tobreakfast

cerealBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

breakfastcerealdo

youagree

with?”;

Multi

Pick;“When

it

comes

tobreakfastcereal,whichofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=294,

Kellogg’sSpecial

Kenthusiast,n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1187%

of

Kellogg’s

Special

K

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinthe

United

Statesis82%.Awareness

ofKellogg’s

Special

K,

however,

isat86%.Awareness27%

ofU.S.

breakfast

cereal

consumers

saytheylikeKellogg’s

Special

K,compared

to

anindustryaveragebrandpopularityof

35%.17%

ofindustryconsumers

intheUnited

Statessaythey

consume

Kellogg’s

Special

K,with

theaverageconsumption

ofabrandat25%.BuzzPopularity87%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Kellogg’s

Special

Khasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,072,

respondents

who

know

the

individual

brand

(popularity),

n=1,072,respondents

who

know

the

individual

brand

(consumption),

n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,072,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Special

K

ranks

outside

the

Top

10

in

awareness

within

the

breakfastcereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKellogg’s

Special

KRank#

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.1Kellogg's

Froot

Loops91%91%91%91%90%90%89%89%89%88%14%2LuckyCharmsKellogg's

Frosted

FlakesTrix345Cap'nCrunchUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Cinnamon

ToastCrunchKellogg's

RiceKrispiesFruity

PebblesCheerios78Outofallrespondents,

86%

were

aware

of

Kellogg’sSpecial

K.Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.86%N/A9Awareness10AppleJacks13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Kellogg’s

Special

K

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKellogg’sSpecial

KRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Cinnamon

ToastCrunch51%49%49%46%45%44%43%38%37%35%2Cap'nCrunch27%3Cheerios4AppleJacksOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

Kellogg’s

Special

K.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.5Fruity

Pebbles6Kellogg's

Frosted

FlakesLuckyCharms773%8Kellogg's

Froot

LoopsHoneyBunches

ofOatsKellogg's

RaisinBran9PopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,072,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Special

K

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKellogg’sSpecialKRank#

BrandUsage

%43%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.1Cinnamon

ToastCrunch17%2Cheerios41%3Fruity

Pebbles34%Outofconsumers

who

knew

thebrand,

17%

saidtheyconsumed

Kellogg’s

Special

K.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4Cap'nCrunch34%5AppleJacks30%6Kellogg's

Frosted

FlakesLuckyCharms29%728%8Kellogg's

RaisinBranKellogg's

Froot

LoopsHoneyBunches

ofOats25%83%924%UsageN/A1024%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,072,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kellogg’s

Special

K

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKellogg’sSpecialK’s

consumersRank#

BrandLoyalty

%89%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.1AppleJacks13%2Kellogg's

Special

KKellogg's

Frosted

FlakesQuaker87%387%486%Kellogg's

Frosted

MiniWheats585%6Kellogg's

RaisinBranTrix85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.785%8Cap'nCrunchCheerios85%87%985%Outofrespondents

whohaveconsumed

Kellogg’sSpecial

K,87%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Life84%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=180,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Special

K

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKellogg’sSpecialKRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Cheerios15%2Cinnamon

ToastCrunchCap'nCrunch28%326%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutKellogg’s

Special

Kinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4LuckyCharms23%5AppleJacks22%6HoneyBunches

ofOatsFruity

Pebbles21%721%8Kellogg's

Frosted

FlakesKellogg's

Froot

LoopsKellogg's

RaisinBran21%85%918%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,072,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresu