CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

SANTENaturkosmetik

in

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.

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

SANTENaturkosmetik’sperformance

inthe

clean

beautymarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202468%

of

SANTE

Naturkosmetik

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SANTENaturkosmetik’s

branding

resonates

more?SANTENaturkosmetik

ranksseventh

inawarenesswith

Gen

Xwithin

the

clean

beautymarket?SANTENaturkosmetik

generally

appealsto

women?Thepopularity

ratingof

SANTE

Naturkosmetik

is

23%more

than

men?SANTENaturkosmetik

ranksoutsidetheTop10

in?Among

SANTE

Naturkosmetik

enthusiasts,36%

fallusageunderthe

high-income

category?Interms

of

loyalty,SANTENaturkosmetik

isoutside?Consumers

want

theirclean

beautybrandstohavethe

Top

10

inGermanyhighvalue,reliability,andhonesty

/trustworthiness?SANTENaturkosmetik

hasascore

of

10%

formediabuzz3Sources:

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

SANTE

Naturkosmetik

at

68%Brand

profile:

snapshotBrand

performance

of

SANTENaturkosmetik

inGermany68%36%23%15%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=454,

respondents

who

know

the

individual

brand

(popularity),

n=454,

respondents

whoknow

the

individual

brand(usage),

n=68,

respondents

who

have

used

the

individual

brand

(loyalty),

n=454,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTE

Naturkosmetik’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%36%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSANTENaturkosmetik

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatSANTENaturkosmetik

islikedby7%

of

Babyboomers

and

35%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is8%

and

29%,respectively.29%25%22%ForMillennials

andGen

Z,

36%

and

22%

feel

positivelytowards

SANTENaturkosmetik,

versus

38%

and

25%.Socurrently,

forSANTENaturkosmetik,

Gen

Xconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.8%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=105,

SANTE

Naturkosmetik

enthusiast,

n=830,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTE

Naturkosmetik

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SANTENaturkosmetikshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.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,

SANTENaturkosmetik

hasasimilar

proportion

of

LGBTQIA+56%66%

ofwomen

likeSANTE66%Naturkosmetik

compared

to34%

ofmen,whereas

fortheoverall

industry,56%

ofwomen

useclean

beautycompared

to

44%

of

men.87%85%consumers

when

compared

totheindustryusers

ingeneral.8%

of

SANTE

Naturkosmetik

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.44%34%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=105,

SANTENaturkosmetik

enthusiast,

n=830,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

SANTE

Naturkosmetik

enthusiasts,

36%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%23%Single35%36%23%24%CoupleSingleparentNuclear36%

ofSANTENaturkosmetikenthusiastsare

from

high-incomehouseholds.SANTENaturkosmetik’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

amulti-generationalhousehold,

5%

of

SANTE

Naturkosmetikenthusiastshavethiscurrent

livingsituation.8%9%31%30%36%29%39%Multi-generational5%2%8%10%ExtendedOther24%3%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=105,

SANTE

Naturkosmetik

enthusiast,

n=830,clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

clean

beauty

brands

to

have

high

value,

reliability,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

clean

beautybrandsForclean

beauty,the

top

three

qualitiesusers

wantfrom

abrandarehighvalue,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessSANTENaturkosmetik

users

alsoappreciate

these

key

attributes,indicating

SANTENaturkosmetik

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatSANTE

Naturkosmetikenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivitySANTENaturkosmetik

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.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=68,

SANTE

Naturkosmetik

users’,n=105,

SANTE

Naturkosmetik

enthusiast,

n=830,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

SANTE

Naturkosmetik

fans,

31%

state

that

they

get

excited

about

cleanbeauty

productsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?38%35%33%31%30%29%28%23%21%19%13%10%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=105,

SANTE

Naturkosmetik

enthusiast,

n=830,clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1168%

of

SANTE

Naturkosmetik

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

inGermany

is34%.

Awareness

of

SANTENaturkosmetik,

however,

is

at36%.Awareness23%

ofGerman

clean

beautyusers

saytheylikeSANTENaturkosmetik,

compared

toanindustryaveragebrandpopularityof

28%.15%

ofindustryusers

inGermany

say

theyuseSANTENaturkosmetik,

with

the

average

usageofabrandat21%.BuzzPopularity68%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.SANTENaturkosmetik

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

10%

compared

to18%.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=1,247,

all

respondents

(awareness),

n=454,

respondents

who

know

the

individual

brand

(popularity),

n=454,

respondents

whoknow

the

individual

brand(usage),

n=68,

respondents

who

have

used

the

individual

brand

(loyalty),

n=454,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTE

Naturkosmetik

ranks

seventh

in

awareness

within

the

clean

beautymarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSANTE

NaturkosmetikRank#

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.1Weleda72%71%60%56%50%43%36%31%28%25%2alverde

NATURKOSMETIKlavera

NaturkosmetikAlterra

NaturkosmetikTheBodyShop336%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Dr.

Hauschka64%7SANTE

NaturkosmetikSpeick8Outofallrespondents,

36%

were

aware

of

SANTENaturkosmetik.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.9Annemarie

B?rlindN?

cosmeticsAwarenessN/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

SANTE

Naturkosmetik

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSANTE

NaturkosmetikRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Weleda39%36%36%36%33%31%31%30%30%30%23%2Burt’s

Bees3N?

cosmetics4alverde

NATURKOSMETIKlavera

NaturkosmetikDr.

HauschkaOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

SANTENaturkosmetik.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.567TheBodyShopAnnemarie

B?rlindHejOrganics77%89PopularityN/A10Alterra

Naturkosmetik14

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=454,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTE

Naturkosmetik

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSANTE

NaturkosmetikRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1N?

cosmetics15%2Weleda30%3alverde

NATURKOSMETIKbenecos29%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

SANTENaturkosmetik.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.427%5Burt’s

Bees27%6Glow

Recipe25%7lavera

NaturkosmetikAnnemarie

B?rlindAlterra

NaturkosmetikTheBodyShop24%824%85%923%UsageN/A1022%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=454,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

SANTE

Naturkosmetik

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSANTENaturkosmetik’s

consumersRank#

BrandLoyalty

%90%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.1TheBodyShop2Weleda89%32%3Und

Gretel86%4N?

cosmeticsAlterra

Naturkosmetikalverde

NATURKOSMETIKLogona79%579%677%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.774%68%8one.two.free!lavera

NaturkosmetikSpeick74%972%Outofrespondents

whohaveused

SANTENaturkosmetik,

68%

saidtheywould

usethe

brandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=68,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024SANTE

Naturkosmetik

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSANTENaturkosmetikRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1benecos10%2N?

cosmeticsGlow

Recipe26%325%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutSANTENaturkosmetik

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Annemarie

B?rlindBurt’s

Bees21%521%6alverde

NATURKOSMETIKDr.

HauschkaWeleda20%719%819%90%9Alterra

NaturkosmetikHejOrganics18%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=454,

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

consumerinsi