CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Quaker

in

the

United

KingdomConsumer

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

Quaker’s

performance

inthebreakfast

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

Quaker

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Quaker’s

branding

resonates

more

with

Gen

X?Quakergenerally

appealstowomen

more

than

men?Quakerrankseighthinawareness

withinthebreakfast

cereal

market?Thepopularity

ratingof

Quakeris34%?Quakerrankssixthinconsumption?Among

Quakerenthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theirbreakfast

cereal

brandstohaveauthenticity,highvalue,and

honesty

/trustworthiness?Interms

of

loyalty,Quaker

isthirdinthe

UnitedKingdom?Quakerhasascore

of14%

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.4Awareness

is

the

highest

scoring

KPI

for

Quaker

at

89%Brand

profile:

snapshotBrand

performance

of

QuakerintheUnitedKingdom89%87%34%27%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,106,

respondents

who

know

the

individual

brand

(popularity),

n=1,106,respondents

who

know

the

individual

brand

(consumption),

n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,106,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%

35%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeQuaker

by

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatQuakerislikedby12%

ofBaby

boomers

and34%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.30%25%19%ForMillennials

andGen

Z,

35%

and

19%

feel

positivelytowards

Quaker,

versus

35%

and25%.

Socurrently,forQuaker,

Gen

Xconnects

most

withtheirbrandcompared

to

theoverall

industryuser.12%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=376,

Quakerenthusiast,

n=1,114,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Quakershows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Quakerhasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%58%57%

ofwomen

likeQuakercompared

to42%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consumebreakfast

cereal

compared

to49%

ofmen.91%89%5%

of

Quakerenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.42%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=376,

Quakerenthusiast,

n=1,114,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Quaker

enthusiasts,

34%

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.19%19%Single34%34%19%18%CoupleSingleparentNuclear34%

ofQuaker

enthusiastsare

fromhigh-income

households.Quaker’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

34%

of

Quakerenthusiastshavethiscurrent

livingsituation.9%10%34%32%37%37%29%Multi-generational2%3%13%13%29%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

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=376,

Quaker

enthusiast,

n=1,114,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

authenticity,

high

value,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandareauthenticity,highvalue,andhonesty/trustworthiness.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Quakerconsumers

alsoappreciate

thesekey

attributes,indicating

Quaker

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatQuakerenthusiastsareleast

focused

on

arecleverness

andinclusiveness.ReliabilityExclusivityQuakershould

work

on

promotingcleverness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=296,

Quaker

consumers’,

n=376,

Quakerenthusiast,

n=1,114,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Quaker

fans,

28%

state

that

they

get

excited

about

breakfast

cerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?36%35%29%28%27%26%24%22%17%17%16%15%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=376,

Quakerenthusiast,

n=1,114,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

Quaker

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinthe

United

Kingdomis77%.Awareness

ofQuaker,

however,

isat89%.Awareness34%

ofUK

breakfast

cereal

consumers

say

theylikeQuaker,

compared

toanindustryaverage

brandpopularity

of31%.27%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Quaker,

withtheaverage

consumptionof

abrand

at23%.BuzzPopularity87%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of79%.Quakerhasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

13%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Breakfastcereal

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,106,

respondents

who

know

the

individual

brand

(popularity),

n=1,106,respondents

who

know

the

individual

brand

(consumption),

n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,106,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

ranks

eighth

in

awareness

within

the

breakfast

cereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofQuakerRank#

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

CocoPops95%95%94%93%93%92%91%89%88%83%11%2Kellogg's

FrostiesKellogg's

Corn

FlakesWeetabix345Kellogg's

Crunchy

NutKellogg's

RiceKrispiesKellogg's

Special

KQuakerUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

89%

were

aware

of

Quaker.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.89%N/A9CheeriosAwareness10ReadyBrek13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Quaker

is

34%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofQuakerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Kellogg's

Crunchy

Nut46%46%45%39%38%38%34%34%32%31%2Kellogg's

Corn

FlakesWeetabix34%34Kellogg's

CocoPopsCheeriosOutofconsumers

who

knew

thebrand,

34%

saidtheyliked

Quaker.

This

ranksthemeighthcompared

toother

brandssurveyed

inthismarket.56Kellogg's

FrostiesKellogg's

RiceKrispiesQuaker66%789Dorset

CerealsAlpenPopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,106,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofQuakerRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Kellogg's

Corn

Flakesconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2Weetabix40%27%3Kellogg's

Crunchy

NutKellogg's

CocoPopsCheerios36%Outofconsumers

who

knew

thebrand,

27%

saidtheyconsumed

Quaker.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.431%527%6Quaker27%7Kellogg's

RiceKrispiesKellogg's

FrostiesAlpen26%73%825%923%UsageN/A10Dorset

Cereals21%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,106,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Quaker

is

third

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofQuaker’sconsumersRank#

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.1Weetabix13%2Alpen88%3Quaker87%4Kellogg's

Crunchy

NutKellogg's

FrostiesReadyBrek86%586%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Cheerios82%8Kellogg's

RiceKrispiesDorset

CerealsNestlé

Chocolate

Shreddies82%87%N/A981%Outofrespondents

whohaveconsumed

Quaker,

87%saidthey

would

consume

the

brandagain.Loyalty1081%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofQuakerRank#

BrandBuzz%22%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Weetabix14%2Kellogg's

Crunchy

NutKellogg's

CocoPopsKellogg's

Corn

FlakesCinnamon

ToastCrunchCheerios22%319%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutQuaker

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.419%515%614%7Quaker14%8BEAR

AlphabitesKellogg's

Special

KAlpen14%86%914%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,106,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlockn