CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:

K?llnin

GermanyConsumer

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

K?lln’sperformance

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,

asofDecember202489%

of

K?lln

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??K?lln’sbranding

resonates

more

with

Gen

X?K?llngenerally

appealstowomen

more

than

men?K?llnranksseventh

inawareness

within

the

breakfastcereal

market?Thepopularity

ratingof

K?llnis38%?K?llnranksfirstinconsumption?Among

K?llnenthusiasts,35%

fallunderthehigh-income

category?Consumers

want

theirbreakfast

cereal

brandstohavehighvalue,authenticity,and

honesty

/trustworthiness?Interms

of

loyalty,K?lln

isfirstinGermany?K?llnhasascore

of

15%

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

K?lln

at

89%Brand

profile:

snapshotBrand

performance

of

K?llninGermany89%74%38%32%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=925,

respondents

who

know

the

individual

brand

(popularity),

n=925,respondents

who

know

the

individual

brand

(consumption),

n=293,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=925,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024K?lln’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeK?lln

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatK?lln

islikedby10%

ofBaby

boomers

and40%

ofGenXers,

whereas

thetotalshareof

industryusers

is9%and32%,

respectively.32%30%24%20%ForMillennials

andGen

Z,

30%

and

20%

feel

positivelytowards

K?lln,versus

35%

and

24%.

Socurrently,

forK?lln,Gen

Xconnects

most

withtheirbrandcomparedtothe

overall

industryuser.10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=349,

K?lln

enthusiast,

n=991,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024K?lln

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

K?lln

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

K?llnhasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.7%6%60%

ofwomen

likeK?llncompared

to40%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consumebreakfast

cereal

compared

to49%

ofmen.51%49%60%87%88%7%

of

K?llnenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.40%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=349,

K?llnenthusiast,

n=991,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

K?lln

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.30%24%Single35%35%30%27%CoupleSingleparentNuclear35%

ofK?lln

enthusiastsare

from

high-income

households.K?lln’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

asinglehousehold,

30%

ofK?lln

enthusiastshavethiscurrent

livingsituation.5%7%23%24%37%28%39%Multi-generational2%2%7%ExtendedOther26%11%4%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=349,

K?lln

enthusiast,

n=991,

breakfast

cerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

high

value,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandarehighvalue,authenticity,andhonesty/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%K?lln

consumers

alsoappreciate

thesekey

attributes,indicating

K?lln

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatK?llnenthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityK?lln

shouldwork

onpromoting

thrill/excitement

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=293,

K?lln

consumers’,

n=349,

K?lln

enthusiast,

n=991,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

K?lln

fans,

27%

state

that

they

get

excited

about

breakfast

cerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?38%33%27%26%26%25%23%22%17%

17%15%10%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=349,

K?lln

enthusiast,

n=991,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1189%

of

K?lln

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinGermany

is

64%.

Awarenessof

K?lln,however,

isat74%.Awareness38%

ofGerman

breakfast

cereal

consumers

say

theylikeK?lln,compared

toanindustryaverage

brandpopularity

of26%.32%

ofindustryconsumers

inGermany

saytheyconsume

K?lln,with

the

average

consumption

of

abrandat19%.BuzzPopularity89%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.K?lln

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

13%.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=1,246,

all

respondents

(awareness),

n=925,

respondents

who

know

the

individual

brand

(popularity),

n=925,respondents

who

know

the

individual

brand

(consumption),

n=293,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=925,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024K?lln

ranks

seventh

in

awareness

within

the

breakfast

cereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofK?llnRank#

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.1Dr.

OetkerVitalis81%80%80%79%78%77%74%74%71%69%2Kellogg's

Corn

FlakesKellogg's

FrostiesKellogg's

SmacksKellogg's

Choco

KrispiesNestlé

Lion

CerealsK?lln26%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6774%8Nestlé

Cini-MinisKellogg's

Special

KKellogg's

Crunchy

NutOutofallrespondents,

74%

were

aware

of

K?lln.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

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

K?lln

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofK?llnRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1K?lln38%38%34%34%33%30%29%29%27%27%2Kellogg's

Corn

FlakesDr.

OetkerVitalisKellogg's

FrostiesKellogg's

SmacksKellogg's

Crunchy

NutMymuesli338%4Outofconsumers

who

knew

thebrand,

38%

saidtheyliked

K?lln.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.5662%78Kellogg's

Choco

KrispiesNestlé

Cini-MinisKellogg's

Froot

Loops9PopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=925,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024K?lln

ranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofK?llnRank#

BrandUsage

%32%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1K?llnconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2Kellogg's

Corn

FlakesDr.

OetkerVitalisKellogg's

FrostiesKellogg's

SmacksMymuesli28%32%328%Outofconsumers

who

knew

thebrand,

32%

saidtheyconsumed

K?lln.

Thisranksthemfirst

compared

toother

brandssurveyed

inthismarket.424%523%623%7Kellogg's

Crunchy

NutKellogg's

Choco

KrispiesNestlé

Lion

CerealsKellogg's

Froot

Loops23%68%821%918%UsageN/A1018%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=925,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

K?lln

is

first

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofK?lln’sconsumersRank#

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.1K?lln11%2SeitenbacherWeetabix85%384%4Mymuesli82%5Dr.

OetkerVitalisKellogg's

SmacksSchneekoppeKellogg's

Special

KKellogg's

Corn

FlakesNestlé

Cini-Minis82%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.780%879%89%N/A979%Outofrespondents

whohaveconsumed

K?lln,89%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=293,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024K?lln

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofK?llnRank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Seitenbacher15%2Dr.

OetkerVitalisMymuesli23%323%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutK?lln

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.4Kellogg's

Corn

FlakesK?lln17%515%6Kellogg's

Choco

KrispiesKellogg's

Froot

LoopsKellogg's

Crunchy

NutKellogg's

FrostiesBrüggen15%714%814%85%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=925,

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

andunlocknew