CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:

Mo?aFlakes

Nestlé

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

Mo?a

FlakesNestlé’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,

asofDecember202479%

of

Mo?a

Flakes

Nestlé

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Mo?a

Flakes

Nestlé’s

branding

resonates

with?Mo?a

Flakes

Nestlé

rankssecond

inawareness

withinMillennials

similarly

to

other

brandsinthe

industrythe

breakfast

cereal

market?Mo?a

Flakes

Nestlé

generally

appealstowomenmore

than

men?Thepopularity

ratingof

Mo?a

Flakes

Nestlé

is39%?Mo?a

Flakes

Nestlé

ranksfifth

inconsumption?Among

Mo?a

Flakes

Nestlé

enthusiasts,33%

fallunderthe

high-income

category?Interms

of

loyalty,Mo?a

FlakesNestlé

istenthinBrazil?Consumers

want

theirbreakfast

cereal

brandstohaveauthenticity,reliability,andhonesty

/trustworthiness?Mo?a

Flakes

Nestlé

hasascore

of

23%

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

Mo?a

Flakes

Nestlé

at

92%Brand

profile:

snapshotBrand

performance

of

Mo?a

FlakesNestléinBrazil92%79%39%28%23%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents

(awareness),

n=1,147,

respondents

who

know

the

individual

brand

(popularity),

n=1,147,respondents

who

know

the

individual

brand

(consumption),

n=323,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,147,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mo?a

Flakes

Nestlé’s

branding

resonates

with

Millennials

similarly

to

otherbrands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMo?a

FlakesNestlé

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMo?a

Flakes

Nestlé

islikedby4%

of

Babyboomers

and

25%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

27%,

respectively.28%

28%27%25%ForMillennials

andGen

Z,

42%

and

28%

feel

positivelytowards

Mo?a

FlakesNestlé,

versus

40%

and

28%.

Socurrently,

forMo?a

FlakesNestlé,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=452,

Mo?aFlakes

Nestlé

enthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Mo?a

Flakes

Nestlé

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mo?a

FlakesNestlé

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Mo?a

FlakesNestlé

hasasimilar

proportion

of

LGBTQIA+52%48%57%56%

ofwomen

likeMo?a

FlakesNestlécompared

to

43%

of

men,whereas

forthe

overall

industry,52%

of

womenconsume

breakfast

cereal

compared

to48%

ofmen.87%88%consumers

when

compared

totheindustryusers

ingeneral.9%

of

Mo?a

Flakes

Nestlé

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.43%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=452,

Mo?aFlakes

Nestlé

enthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mo?a

Flakes

Nestlé

enthusiasts,

33%

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.5%7%Single33%32%33%12%12%CoupleSingleparentNuclear33%

ofMo?a

Flakes

Nestlé

enthusiastsarefrom

high-income

households.Mo?a

FlakesNestlé’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

44%

ofMo?a

FlakesNestlé

enthusiastshavethiscurrent

living

situation.9%9%34%44%38%Multi-generational9%9%19%23%33%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=452,

Mo?aFlakes

Nestlé

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%Mo?a

FlakesNestlé

consumers

alsoappreciate

these

key

attributes,indicating

Mo?a

Flakes

Nestlé

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMo?a

Flakes

Nestléenthusiastsare

least

focused

on

arehighvalueand

boldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessMo?a

FlakesNestlé

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.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=323,

Mo?aFlakes

Nestlé

consumers’,n=452,

Mo?aFlakes

Nestlé

enthusiast,

n=1,105,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Mo?a

Flakes

Nestlé

fans,

46%

state

that

they

get

excited

about

breakfastcerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?48%46%40%38%33%32%32%25%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=452,

Mo?aFlakes

Nestlé

enthusiast,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.1179%

of

Mo?a

Flakes

Nestlé

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinBrazil

is70%.

Awareness

ofMo?a

FlakesNestlé,

however,

isat92%.Awareness39%

ofBrazilian

breakfast

cereal

consumers

saytheylikeMo?a

Flakes

Nestlé,

compared

toanindustryaverage

brand

popularity

of34%.28%

ofindustryconsumers

inBrazil

saythey

consumeMo?a

FlakesNestlé,

withtheaverage

consumption

ofabrandat27%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Mo?a

FlakesNestlé

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

23%

compared

to20%.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=1,147,

respondents

who

know

the

individual

brand

(popularity),

n=1,147,respondents

who

know

the

individual

brand

(consumption),

n=323,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,147,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mo?a

Flakes

Nestlé

ranks

second

in

awareness

within

the

breakfast

cerealmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMo?a

FlakesNestléRank#

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.8%1Nestlé

Nescau97%92%91%90%87%86%82%81%78%70%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,

92%

were

aware

of

Mo?aFlakes

Nestlé.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.92%9Nestlé

SnowFlakesNestlé

Corn

FlakesAwarenessN/A1013

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

Mo?a

Flakes

Nestlé

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMo?a

FlakesNestléRank#

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

FlakesQuaker339%4Outofconsumers

who

knew

thebrand,

39%

saidtheyliked

Mo?a

FlakesNestlé.

Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.5661%78Nestlé

Nesfit9Nestlé

SnowFlakesNestlé

NesquikPopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,147,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mo?a

Flakes

Nestlé

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofMo?a

FlakesNestléRank#

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%28%330%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Mo?a

FlakesNestlé.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4Nestlé

PassatempoMo?a

FlakesNestléKellogg's

Corn

FlakesJasmine30%528%628%726%72%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=1,147,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Mo?a

Flakes

Nestlé

is

tenth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMo?a

FlakesNestlé’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

Nescau21%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%79%980%Outofrespondents

whohaveconsumed

Mo?a

FlakesNestlé,

79%

saidthey

would

consume

the

brandagain.LoyaltyN/A1079%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=323,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Mo?a

Flakes

Nestlé

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMo?a

FlakesNestléRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nestlé

Nescau23%2Kellogg's

SucrilhosMo?a

FlakesNestléCheerios31%323%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutMo?a

Flakes

Nestlé

inthe

media.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.423%5Nestlé

PassatempoNestlé

Nesfit21%620%7Kellogg's

Corn

FlakesQuaker19%77%819%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=1,147,

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

exclusive