CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

Agua

deNube

in

MexicoConsumer

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Agua

deNube’s

performanceinthe

clean

beauty

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202488%

of

Agua

de

Nube

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Agua

deNube’sbrandingresonates

with

Millennials?Agua

deNuberanksfirstinawareness

within

thesimilarly

to

other

brandsinthe

industryclean

beautymarket?Agua

deNubegenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Agua

deNubeis

67%?Agua

deNuberanksfirstinusage?Among

Agua

deNube

enthusiasts,34%

fallunder

thehigh-income

category?Interms

of

loyalty,Aguade

Nubeisfirst

inMexico?Agua

deNubehasascore

of

54%

formedia

buzz?Consumers

want

theirclean

beautybrandstohaveauthenticity,honesty

/trustworthiness,

andreliability3Sources:

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

Agua

de

Nube

at

88%Brand

profile:

snapshotBrand

performance

of

Agua

deNubeinMexico88%67%59%54%40%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=504,

respondents

who

know

the

individual

brand

(popularity),

n=504,

respondents

whoknow

the

individual

brand(usage),

n=298,

respondents

who

have

used

the

individual

brand

(loyalty),

n=504,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agua

de

Nube’s

branding

resonates

with

Millennials

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%40%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAguade

Nubebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatAguadeNube

islikedby3%

ofBaby

boomersand19%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is2%

and19%,

respectively.36%19%

19%ForMillennials

andGen

Z,

42%

and

36%

feel

positivelytowards

Aguade

Nube,versus

40%

and

38%.

Socurrently,

forAgua

deNube,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=339,

Agua

de

Nube

enthusiast,

n=725,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Agua

de

Nube

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Agua

deNubeshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%10%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Agua

deNubehasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%50%50%51%

ofmen

likeAgua

deNubecompared

to

49%

of

women,

whereasfortheoverall

industry,50%

of

womenuseclean

beautycompared

to

50%

ofmen.87%7%

of

Agua

deNubeenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=339,

Agua

de

Nubeenthusiast,

n=725,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Agua

de

Nube

enthusiasts,

34%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%8%Single34%36%11%12%CoupleSingleparentNuclear34%

ofAguadeNubeenthusiastsarefrom

high-income

households.Agua

deNube’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

asingleparenthousehold,

8%

ofAgua

deNubeenthusiastshavethiscurrent

living

situation.8%7%32%38%37%32%32%Multi-generational11%10%21%22%34%ExtendedOther4%3%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

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=339,

Agua

de

Nube

enthusiast,

n=725,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

authenticity,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandareauthenticity,honesty

/trustworthiness,andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Agua

deNubeusers

alsoappreciatethese

key

attributes,indicatingAgua

deNubeexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAgua

deNubeenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityAgua

deNubeshouldwork

onpromoting

friendliness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

clean

beauty,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

toclean

beauty,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=298,

Agua

de

Nube

users’,n=339,

Agua

de

Nube

enthusiast,

n=725,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Agua

de

Nube

fans,

42%

state

that

they

get

excited

about

clean

beautyproductsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?53%50%44%42%40%38%35%32%31%27%12%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutcleanbeautyproductsIliketotalkabouttopicsrelating

toclean

beautyBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

clean

beauty

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=339,

Agua

de

Nube

enthusiast,

n=725,

cleanbeauty

usersSources:

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

Agua

de

Nube

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

inMexico

is

28%.

Awareness

ofAguadeNube,however,

is

at40%.Awareness67%

ofMexican

clean

beauty

userssay

theylike

AguadeNube,compared

toanindustryaverage

brandpopularity

of39%.59%

ofindustryusers

inMexico

saythey

useAgua

deNube,with

the

average

usageofabrandat33%.BuzzPopularity88%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Agua

deNubehasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of54%compared

to

33%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Clean

beauty

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=504,

respondents

who

know

the

individual

brand

(popularity),

n=504,

respondents

whoknow

the

individual

brand(usage),

n=298,

respondents

who

have

used

the

individual

brand

(loyalty),

n=504,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agua

de

Nube

ranks

first

in

awareness

within

the

clean

beauty

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAguadeNubeRank#

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.1AguadeNube40%39%32%30%29%28%28%27%25%25%2CeibaEssentialsAmaraBeautyTeia340%45IliaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6PaiPai60%7XamaniaEre

PerezXixantheKinlu8Outofallrespondents,

40%

were

aware

of

Agua

deNube.

Thisranksthem

firstcompared

toother

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Agua

de

Nube

is

67%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAguadeNubeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AguadeNube67%51%49%47%39%37%36%36%35%35%2AmaraBeautyCeibaEssentialsPaiPai33%34Outofconsumers

who

knew

thebrand,

67%

saidtheyliked

Agua

deNube.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.5Momiji6XamaniaKinlu67%78Teia9IliaPopularityN/A10Ere

Perez14

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=504,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agua

de

Nube

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAguadeNubeRank#

BrandUsage

%59%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1AguadeNube2AmaraBeautyPaiPai42%341%Outofconsumers

who

knew

thebrand,

59%

saidtheyused

Agua

deNube.

Thisranksthemfirst

compared

toother

brandssurveyed

inthismarket.41%4CeibaEssentialsMomiji38%536%6XamaniaEre

PerezXixantheKinlu30%59%728%827%926%UsageN/A10Teia25%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=504,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Agua

de

Nube

is

first

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAguade

Nube’sconsumersRank#

BrandLoyalty

%88%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AguadeNube12%2XixantheTeia82%381%4XamaniaPaiPai81%579%6CeibaEssentialsAmaraBeautyIlia78%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.776%876%88%9Ere

PerezAHAL75%Outofrespondents

whohaveused

Agua

deNube,88%

saidthey

would

usethebrand

again.LoyaltyN/A1075%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=298,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Agua

de

Nube

has

a

score

of

54%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAguade

NubeRank#

BrandBuzz%54%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AguadeNube2PaiPai39%3CeibaEssentialsAmaraBeautyEre

PerezMomiji39%Outofconsumers

who

knew

thebrand,

54%

saidtheyhadheardaboutAguadeNubeinthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.438%46%535%54%633%7AHAL31%8XamaniaIlia30%930%BuzzN/A10Kinlu30%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=504,

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

andunlocknewgrowthopportunities.