CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Kellogg’s

Raisin

Bran

in

the

UnitedStatesConsumer

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

Raisin

Bran’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,

asofDecember202485%

of

Kellogg’s

Raisin

Bran

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kellogg’s

Raisin

Bran’sbrandingresonates

more

with

?Kellogg’s

Raisin

Bran

ranksoutside

the

Top

10

inGen

Xawareness

withinthebreakfast

cereal

market?Thepopularity

ratingof

Kellogg’s

Raisin

Bran

is35%?Kellogg’s

Raisin

Bran

rankseighth

inconsumption?Kellogg’s

Raisin

Bran

generally

appealstowomenmore

than

men?Among

Kellogg’s

Raisin

Bran

enthusiasts,32%

fallunderthe

high-income

category?Interms

of

loyalty,Kellogg’s

Raisin

Bran

is

sixthintheUnited

States?Consumers

want

theirbreakfast

cereal

brandstohavehonesty

/trustworthiness,

highvalue,andauthenticity?Kellogg’s

Raisin

Bran

hasascore

of16%

formediabuzz3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Kellogg’s

Raisin

Bran

at

87%Brand

profile:

snapshotBrand

performance

of

Kellogg’sRaisin

Bran

intheUnitedStates87%85%35%25%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,079,

respondents

who

know

the

individual

brand

(popularity),

n=1,079,respondents

who

know

the

individual

brand

(consumption),

n=272,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,079,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Raisin

Bran’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%36%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKellogg’s

Raisin

Bran

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatKellogg’s

Raisin

Branislikedby15%

ofBabyboomers

and

36%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

9%

and

29%,

respectively.29%25%15%15%ForMillennials

andGen

Z,

34%

and

15%

feel

positivelytowards

Kellogg’s

RaisinBran,versus

37%

and25%.

Socurrently,

forKellogg’s

Raisin

Bran,Gen

Xconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=379,

Kellogg’sRaisin

Branenthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Raisin

Bran

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kellogg’s

Raisin

Branshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kellogg’s

Raisin

Bran

hasalower

proportion

of

LGBTQIA+49%51%54%54%

ofwomen

likeKellogg’s

Raisin

Brancompared

to

46%

of

men,whereas

forthe

overall

industry,51%

of

menconsume

breakfast

cereal

compared

to49%

ofwomen.89%consumers

when

compared

totheindustryusers

ingeneral.8%

of

Kellogg’s

Raisin

Bran

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.46%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=379,

Kellogg’sRaisin

Branenthusiast,

n=1,112,

breakfastcereal

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Raisin

Bran

enthusiasts,

32%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.27%24%Single32%36%19%17%CoupleSingleparentNuclear32%

ofKellogg’s

Raisin

Bran

enthusiastsarefrom

high-income

households.Kellogg’s

Raisin

Bran’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

27%

ofKellogg’s

Raisin

Bran

enthusiastshavethiscurrent

living

situation.10%11%35%21%21%36%29%Multi-generational4%4%11%33%ExtendedOther14%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=379,

Kellogg’sRaisin

Branenthusiast,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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Kellogg’s

Raisin

Bran

consumers

alsoappreciate

these

key

attributes,indicating

Kellogg’s

Raisin

Bran

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKellogg’s

Raisin

Branenthusiastsare

least

focused

on

areinclusiveness

and

innovation.ReliabilityExclusivityInnovationInclusivenessFriendlinessKellogg’s

Raisin

Bran

should

work

onpromoting

coolness

toconvertenthusiastsintoowners.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=272,

Kellogg’s

Raisin

Branconsumers’,n=379,

Kellogg’sRaisin

Branenthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Raisin

Bran

fans,

34%

state

that

they

get

excited

aboutbreakfast

cerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?53%42%34%30%30%29%24%24%21%21%20%

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=379,

Kellogg’sRaisin

Branenthusiast,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.1185%

of

Kellogg’s

Raisin

Bran

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinthe

United

Statesis82%.Awareness

ofKellogg’s

Raisin

Bran,however,

isat87%.Awareness35%

ofU.S.

breakfast

cereal

consumers

saytheylikeKellogg’s

Raisin

Bran,compared

to

anindustryaveragebrandpopularityof

35%.25%

ofindustryconsumers

intheUnited

Statessaythey

consume

Kellogg’s

Raisin

Bran,with

the

averageconsumption

ofabrandat25%.BuzzPopularity85%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Kellogg’s

Raisin

Bran

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

16%

compared

to18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,079,

respondents

who

know

the

individual

brand

(popularity),

n=1,079,respondents

who

know

the

individual

brand

(consumption),

n=272,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,079,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Raisin

Bran

ranks

outside

the

Top

10

in

awareness

within

the

breakfastcereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKellogg’s

Raisin

BranRank#

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%13%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,

87%

were

aware

of

Kellogg’sRaisin

Bran.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.87%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

Raisin

Bran

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKellogg’sRaisin

BranRank#

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'nCrunch3Cheerios35%4AppleJacksOutofconsumers

who

knew

thebrand,

35%

saidtheyliked

Kellogg’s

Raisin

Bran.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.5Fruity

Pebbles6Kellogg's

Frosted

FlakesLuckyCharms65%78Kellogg's

Froot

LoopsHoneyBunches

ofOatsKellogg's

RaisinBran9PopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,079,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Raisin

Bran

ranks

eighth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKellogg’sRaisin

BranRank#

BrandUsage

%43%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Cinnamon

ToastCrunchconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2Cheerios41%25%3Fruity

Pebbles34%Outofconsumers

who

knew

thebrand,

25%

saidtheyconsumed

Kellogg’s

Raisin

Bran.

Thisranksthemeighthcompared

to

other

brandssurveyed

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

Frosted

FlakesLuckyCharms29%728%75%8Kellogg's

RaisinBranKellogg's

Froot

LoopsHoneyBunches

ofOats25%924%UsageN/A1024%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,079,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kellogg’s

Raisin

Bran

is

sixth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKellogg’sRaisin

Bran’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.1AppleJacks15%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%85%985%Outofrespondents

whohaveconsumed

Kellogg’sRaisin

Bran,85%

saidtheywould

consume

thebrandagain.LoyaltyN/A10Life84%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=272,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Raisin

Bran

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKellogg’sRaisin

BranRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Cheerios16%2Cinnamon

ToastCrunchCap'nCrunch28%326%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutKellogg’s

Raisin

Bran

inthemedia.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.4LuckyCharms23%5AppleJacks22%6HoneyBunches

ofOatsFruity

Pebbles21%721%8Kellogg's

Frosted

FlakesKellogg's

Froot

LoopsKellogg's

RaisinBran21%84%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=1,079,

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