CONSUMER&

BRANDBrandKPIs

for

clean

beauty:

Saie

inthe

United

StatesConsumer

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

Saie’s

performance

inthecleanbeautymarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202461%

of

Saieusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Saie’sbrandingresonates

more

with

Gen

Z?Saiegenerally

appealsto

men

more

than

women?Saieranksoutside

the

Top

10

inawareness

within

theclean

beautymarket?Thepopularity

ratingof

Saieis19%?Saieranksoutside

the

Top

10

inusage?Among

Saieenthusiasts,56%

fallunderthe

high-income

category?Consumers

want

theirclean

beautybrandstohave?Interms

of

loyalty,Saieis

outsidethe

Top

10

inthehonesty

/trustworthiness,

reliability,

and

authenticityUnited

States?Saiehasascore

of16%

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

Saie

at

61%Brand

profile:

snapshotBrand

performance

of

Saie

intheUnited

States61%19%19%18%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=243,

respondents

who

know

the

individual

brand

(popularity),

n=243,

respondents

whoknow

the

individual

brand(usage),

n=44,

respondents

who

have

used

the

individual

brand

(loyalty),

n=243,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Saie’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSaiebygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatSaieislikedby0%

of

Babyboomers

and17%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is8%

and26%,

respectively.37%37%28%26%ForMillennials

andGen

Z,

46%

and

37%

feel

positivelytowards

Saie,versus

37%

and28%.

Socurrently,

forSaie,Gen

Zconnects

most

with

theirbrandcomparedtothe

overall

industryuser.17%8%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoclean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=46,

Saie

enthusiast,

n=873,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Saie

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Saieshows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%12%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Saiehasalower

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.41%59%59%

ofmen

likeSaiecompared

to

41%of

women,

whereas

forthe

overallindustry,52%

of

women

usecleanbeautycompared

to

48%

of

men.52%48%85%9%

of

Saieenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

amongindustryusers

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=46,

Saie

enthusiast,n=873,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Saieenthusiasts,

56%

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.11%12%Single21%36%4%CoupleSingleparentNuclear56%

ofSaie

enthusiastsarefrom

high-income

households.Saie’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

37%

ofSaie

enthusiastshavethiscurrent

livingsituation.17%57%20%37%35%29%21%16%Multi-generational4%4%17%17%ExtendedOther27%7%7%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=46,

Saie

enthusiast,

n=873,

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%Saieusers

alsoappreciate

thesekeyattributes,indicating

Saieexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSaieenthusiastsareleast

focused

onare

thrill/excitementandsocial

responsibility.ReliabilityExclusivitySaieshouldwork

on

promoting

highvaluetoconvert

enthusiastsintoowners.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=44,

Saie

users’,n=46,

Saie

enthusiast,

n=873,

clean

beauty

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Saie

fans,

57%

state

that

they

get

excited

about

clean

beauty

productsBrand

profile:

attitudesWhat

doconsumersthink

ofclean

beautyingeneral?65%59%57%54%48%37%36%30%30%29%25%22%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=46,

Saie

enthusiast,

n=873,

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.1161%

of

Saieusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

clean

beauty,the

average

awarenessof

abrand

intheUnitedStatesis28%.

Awareness

ofSaie,however,

isat19%.Awareness19%

ofU.S.

clean

beautyusers

saytheylikeSaie,compared

to

anindustryaverage

brandpopularity

of30%.18%

ofindustryusers

intheUnitedStatessaythey

useSaie,with

the

average

usageofabrandat25%.BuzzPopularity61%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Saiehasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of16%

compared

to23%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Clean

beauty

‘a(chǎn)wareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=243,

respondents

who

know

the

individual

brand

(popularity),

n=243,

respondents

whoknow

the

individual

brand(usage),

n=44,

respondents

who

have

used

the

individual

brand

(loyalty),

n=243,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Saie

ranks

outside

the

Top

10

in

awareness

within

the

clean

beauty

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSaieRank#

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.1Burt’s

Bees70%50%48%43%29%26%25%25%25%24%19%2BareMineralsTheBodyShopHonestBeautyMilkMakeUpJuice

BeautyGlow

RecipeKora

OrganicsCaudalie345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

19%

were

aware

of

Saie.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.81%9AwarenessN/A10Merit

Beauty13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Saie

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSaieRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Burt’s

Bees66%47%45%36%35%33%33%30%29%27%19%2BareMineralsHonestBeautyTheBodyShopJuice

BeautyGlow

RecipeMilkMakeUpHerbivore

BotanicalsCaudalie34Outofconsumers

who

knew

thebrand,

19%

saidtheyliked

Saie.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567881%9PopularityN/A10Biossance14

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=243,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Saie

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSaieRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

cleanbeauty,which

of

thefollowing

brandshaveyou

usedinthe

past12

months?”.1Burt’s

Bees18%2Glow

RecipeBareMineralsHonestBeautyTheBodyShopHerbivore

BotanicalsMilkMakeUpCaudalie38%336%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Saie.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.434%527%627%727%827%82%9Juice

BeautyBiossance26%UsageN/A1024%15

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=243,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Saie

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSaie’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.1Burt’s

Bees2BareMineralsTheBodyShopTower2887%383%39%481%5HonestBeautyRenCleanSkincareBiossance80%678%61%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

clean

beauty,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.776%8Juice

BeautyGlow

RecipeWELLPEOPLE75%974%Outofrespondents

whohaveused

Saie,61%

saidtheywould

usethe

brandagain.LoyaltyN/A1073%16

Notes:“When

it

comesto

clean

beauty,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=44,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Saie

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSaieRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Burt’s

BeesGlow

RecipeBareMineralsHonestBeautyBiossance16%235%334%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutSaie

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.432%528%6Caudalie28%7Juice

BeautyHerbivore

BotanicalsMilkMakeUpIlia27%825%84%925%BuzzN/A1024%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=243,

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.?

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