CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Quaker

in

BrazilConsumer

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,

asofDecember202488%

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?Quakerranksfourthinawareness

withinthebreakfast

cereal

market?Thepopularity

ratingof

Quakeris34%?Quakerranksthirdin

consumption?Among

Quakerenthusiasts,35%

fallunderthe

high-income

category?Consumers

want

theirbreakfast

cereal

brandstohaveauthenticity,reliability,andhonesty

/trustworthiness?Interms

of

loyalty,Quaker

issecond

inBrazil?Quakerhasascore

of19%

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

90%Brand

profile:

snapshotBrand

performance

of

QuakerinBrazil90%88%34%30%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=1,116,

respondents

who

know

the

individual

brand

(popularity),

n=1,116,respondents

who

know

the

individual

brand

(consumption),

n=340,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,116,

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

ofgenerations44%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeQuaker

by

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatQuakerislikedby7%

ofBaby

boomers

and34%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.34%28%27%ForMillennials

andGen

Z,

44%

and

16%

feel

positivelytowards

Quaker,

versus

40%

and28%.

Socurrently,forQuaker,

Gen

Xconnects

most

withtheirbrandcompared

to

theoverall

industryuser.16%7%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=383,

Quakerenthusiast,

n=1,105,

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

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Quakerhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.53%47%52%48%53%

ofwomen

likeQuakercompared

to47%

ofmen,

whereas

for

the

overallindustry,52%

of

women

consumebreakfast

cereal

compared

to48%

ofmen.89%88%8%

of

Quakerenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.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=383,

Quakerenthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Quaker

enthusiasts,

35%

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.8%7%Single35%32%33%11%12%CoupleSingleparentNuclear35%

ofQuaker

enthusiastsare

fromhigh-income

households.Quaker’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

42%

of

Quakerenthusiastshavethiscurrent

livingsituation.8%9%31%42%38%Multi-generational10%9%19%23%34%34%ExtendedOther1%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

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=383,

Quaker

enthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

authenticity,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandareauthenticity,reliability,

andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Quakerconsumers

alsoappreciate

thesekey

attributes,indicating

Quaker

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatQuakerenthusiastsareleast

focused

on

arehighvalueandcleverness.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=340,

Quaker

consumers’,

n=383,

Quakerenthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Quaker

fans,

48%

state

that

they

get

excited

about

breakfast

cerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?48%47%40%38%33%32%30%27%25%25%22%21%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=383,

Quakerenthusiast,

n=1,105,breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1188%

of

Quaker

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinBrazil

is70%.

Awareness

ofQuaker,

however,

isat90%.Awareness34%

ofBrazilian

breakfast

cereal

consumers

saytheylikeQuaker,

compared

toanindustryaverage

brandpopularity

of34%.30%

ofindustryconsumers

inBrazil

saythey

consumeQuaker,

withtheaverage

consumption

ofabrandat27%.BuzzPopularity88%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Quakerhasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of19%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=1,116,

respondents

who

know

the

individual

brand

(popularity),

n=1,116,respondents

who

know

the

individual

brand

(consumption),

n=340,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,116,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

ranks

fourth

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.1Nestlé

Nescau97%92%91%90%87%86%82%81%78%70%10%2Mo?a

FlakesNestléKellogg's

SucrilhosQuaker345Nestlé

PassatempoNestlé

NesquikNestlé

NesfitUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Nestlé

CrunchOutofallrespondents,

90%

were

aware

of

Quaker.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.90%N/A9Nestlé

SnowFlakesNestlé

Corn

FlakesAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

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.1Nestlé

Nescau62%51%39%37%36%35%34%34%30%29%2Kellogg's

SucrilhosMo?a

FlakesNestléNestlé

PassatempoKellogg's

Corn

FlakesNestlé

Corn

FlakesQuaker34%34Outofconsumers

who

knew

thebrand,

34%

saidtheyliked

Quaker.

This

ranksthemseventh

compared

toother

brandssurveyed

inthismarket.5666%78Nestlé

Nesfit9Nestlé

SnowFlakesNestlé

NesquikPopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,116,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofQuakerRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Nestlé

Nescauconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2Kellogg's

SucrilhosQuaker44%30%330%Outofconsumers

who

knew

thebrand,

30%

saidtheyconsumed

Quaker.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.4Nestlé

PassatempoMo?a

FlakesNestléKellogg's

Corn

FlakesJasmine30%528%628%726%70%8Nestlé

Corn

FlakesNestlé

Nesfit25%925%UsageN/A10Native25%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,116,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Quaker

is

second

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofQuaker’sconsumersRank#

BrandLoyalty

%90%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.1Nestlé

Nescau12%2Quaker88%3Kellogg's

SucrilhosNestlé

PassatempoJasmine88%485%584%6Nestlé

Nesfit84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Cheerios83%8Kellogg's

Corn

FlakesKellogg's

Choco

KrispiesMo?a

FlakesNestlé82%88%N/A980%Outofrespondents

whohaveconsumed

Quaker,

88%saidthey

would

consume

the

brandagain.Loyalty1079%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=340,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Quaker

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofQuakerRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nestlé

Nescau19%2Kellogg's

SucrilhosMo?a

FlakesNestléCheerios31%323%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutQuaker

inthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.423%5Nestlé

PassatempoNestlé

Nesfit21%620%7Kellogg's

Corn

FlakesQuaker19%819%81%9Native18%BuzzN/A10Nestlé

Corn

Flakes17%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,116,

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

andunlocknewgrow