CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

AwakeOrganics

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.

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

Awake

Organics’performanceinthe

clean

beauty

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202464%

of

Awake

Organics

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Awake

Organics’branding

resonates

more

with?Awake

OrganicsranksoutsidetheTop10

inMillennialsawareness

withintheclean

beautymarket?Awake

Organicsgenerally

appealsto

men

more

than

?Thepopularity

ratingof

AwakeOrganicsis

24%women?Awake

Organicsranksninth

inusage?Among

AwakeOrganicsenthusiasts,57%

fallunderthe

high-income

category?Interms

of

loyalty,Awake

Organicsisoutside

the

Top10

inthe

United

Kingdom?Consumers

want

theirclean

beautybrandstohavehonesty

/trustworthiness,

reliability,

and

authenticity?Awake

Organicshasascore

of

25%

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

Awake

Organics

at

64%Brand

profile:

snapshotBrand

performance

of

AwakeOrganicsintheUnited

Kingdom64%25%24%21%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=267,

respondents

who

know

the

individual

brand

(popularity),

n=267,

respondents

whoknow

the

individual

brand(usage),

n=56,

respondents

who

have

used

the

individual

brand

(loyalty),

n=267,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Awake

Organics’

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAwake

Organicsbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatAwake

Organicsislikedby0%of

Babyboomers

and

16%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

6%

and

29%,

respectively.37%36%29%29%ForMillennials

andGen

Z,

48%

and

37%

feel

positivelytowards

Awake

Organics,versus

36%

and

29%.

Socurrently,

forAwake

Organics,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.16%6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=63,

Awake

Organics

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Awake

Organics

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Awake

Organicsshowsthatwomen

are

less

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,

Awake

Organicshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%54%59%

ofmen

likeAwake

Organicscompared

to

41%

of

women,

whereasfortheoverall

industry,54%

of

womenuseclean

beautycompared

to

46%

ofmen.89%88%8%

of

AwakeOrganicsenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.46%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=63,

Awake

Organicsenthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Awake

Organics

enthusiasts,

57%

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%Single17%39%6%CoupleSingleparentNuclear57%

ofAwake

Organicsenthusiastsarefrom

high-income

households.Awake

Organics’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

49%

ofAwake

Organicsenthusiastshavethiscurrent

living

situation.19%16%58%13%49%35%26%31%Multi-generational2%2%20%17%14%ExtendedOther22%2%5%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=63,

Awake

Organics

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Awake

Organicsusers

alsoappreciatethese

key

attributes,indicatingAwakeOrganicsexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatAwakeOrganicsenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityAwake

Organicsshouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.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=56,

Awake

Organics

users’,n=63,

Awake

Organics

enthusiast,

n=859,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Awake

Organics

fans,

32%

state

that

they

get

excited

about

clean

beautyproductsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?56%54%52%51%36%32%32%27%27%26%24%20%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=63,

Awake

Organics

enthusiast,

n=859,

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.1164%

of

Awake

Organics

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

intheUnitedKingdomis30%.

Awarenessof

AwakeOrganics,

however,

isat21%.Awareness24%

ofUK

clean

beautyusers

saytheylikeAwakeOrganics,compared

to

anindustryaverage

brandpopularity

of28%.21%

ofindustryusers

intheUnitedKingdomsaytheyuseAwake

Organics,with

the

average

usageofabrandat22%.BuzzPopularity64%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

67%.Awake

Organicshasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=267,

respondents

who

know

the

individual

brand

(popularity),

n=267,

respondents

whoknow

the

individual

brand(usage),

n=56,

respondents

who

have

used

the

individual

brand

(loyalty),

n=267,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Awake

Organics

ranks

outside

the

Top

10

in

awareness

within

the

clean

beautymarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAwake

OrganicsRank#

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.1TheBodyShop87%52%45%32%30%30%30%29%26%25%21%2Victoria

BeckhamBeautyBareMineralsWeleda345RenCleanSkincareCaudalieUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67HonestBeautythisworks8Outofallrespondents,

21%

were

aware

of

AwakeOrganics.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.79%9MilkMakeUpGlow

RecipeAwarenessN/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

Awake

Organics

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAwake

OrganicsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1TheBodyShop54%36%34%32%30%30%29%27%27%27%24%2BareMineralsGlow

RecipeDr.

HauschkaHonestBeautyEvolve

BeautyMilkMakeUpHerbivore

BotanicalsIlia34Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Awake

Organics.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.56776%89PopularityN/A10Caudalie14

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=267,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Awake

Organics

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAwake

OrganicsRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1TheBodyShop21%2BareMineralsEvolve

BeautyGlow

RecipeDr.

Hauschkabenecos29%328%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Awake

Organics.

Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.428%528%624%7Caudalie23%8MilkMakeUpAwake

OrganicsRMS

Beauty21%79%921%UsageN/A1021%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=267,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Awake

Organics

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAwake

Organics’consumersRank#

BrandLoyalty

%85%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.1TheBodyShop2BareMineralsVictoria

BeckhamBeautyWeleda84%384%36%481%5thisworks80%6HonestBeautyGlow

RecipeRenCleanSkincareMilkMakeUpIlia75%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.770%870%970%Outofrespondents

whohaveused

Awake

Organics,64%

saidthey

would

usethebrand

again.LoyaltyN/A1067%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=56,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Awake

Organics

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAwake

OrganicsRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Evolve

Beauty2TheBodyShopGlow

RecipeAwake

OrganicsMilkMakeUpbenecos27%25%326%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutAwake

Organicsinthemedia.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.425%525%625%7HonestBeautyBiossance23%75%822%9Dr.

HauschkaCaudalie21%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=267,

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

a