CONSUMER&

BRANDBrandKPIs

for

coffee:

Tim

Hortons

inthe

United

StatesConsumer

Insights

reportOctober2024Discover

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.

7500Ourdataallows

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

TimHortons’

performance

inthe

coffee

market.Fieldwork:April-July

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202484%

of

Tim

Hortons

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TimHortons’

branding

resonates

withGen

Zsimilarly

?TimHortons

ranksninth

inawareness

withinthetootherbrandsintheindustrycoffee

market?TimHortons

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

TimHortons

is

18%?TimHortons

ranksoutsidetheTop10

inconsumption?Among

TimHortons

enthusiasts,36%

fallunder

thehigh-income

category?Interms

of

loyalty,TimHortons

issecond

intheUnited

States?Consumers

want

theircoffee

brandstohaveboldness,

high

value,andauthenticity?TimHortons

hasascore

of

14%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

forTim

Hortons

at

84%Brand

profile:

snapshotBrand

performance

of

TimHortons

inthe

UnitedStates84%48%18%15%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondents

whoknow

the

individual

brand(consumption),

n=92,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tim

Hortons’

branding

resonates

with

Gen

Z

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%

35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTimHortons

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatTimHortons

islikedby8%

of

Babyboomers

and

28%of

Gen

Xers,whereas

the

total

shareof

industryusersis10%

and28%,

respectively.29%28%

28%27%ForMillennials

andGen

Z,

35%

and

29%

feel

positivelytowards

TimHortons,

versus

35%

and

27%.

Socurrently,

forTimHortons,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=109,

Tim

Hortons

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tim

Hortons

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

TimHortons

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.11%12%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TimHortons

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.36%64%64%

ofmen

likeTimHortons

comparedto36%

of

women,

whereas

fortheoverall

industry,50%

ofwomenconsume

coffee

compared

to50%

ofmen.50%50%89%11%

ofTimHortons

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to12%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

coffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=109,

Tim

Hortonsenthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Tim

Hortons

enthusiasts,

36%

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.27%27%Single31%33%36%14%14%CoupleSingleparentNuclear36%

ofTimHortons

enthusiastsarefrom

high-income

households.TimHortons’

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

27%

of

TimHortonsenthusiastshavethiscurrent

livingsituation.11%10%27%42%19%Multi-generational7%5%35%11%ExtendedOther17%22%4%9%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

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=109,

Tim

Hortons

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

boldness,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandareboldness,

high

value,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%TimHortons

consumers

alsoappreciatethese

key

attributes,indicatingTimHortons

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatTimHortonsenthusiastsare

least

focused

on

arecleverness

andinclusiveness.ReliabilityExclusivityTimHortons

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffee,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

coffee,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=92,

Tim

Hortons

consumers’,n=109,

Tim

Hortons

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Tim

Hortons

fans,

48%

state

that

they

get

excited

about

coffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?48%48%41%39%38%35%35%30%23%22%19%

19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

coffee

productsIliketotalkabouttopicsrelating

tocoffeeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=109,

Tim

Hortons

enthusiast,

n=1,088,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Tim

Hortons

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinthe

United

Statesis52%.

Awareness

of

TimHortons,

however,

isat48%.Awareness18%

ofU.S.

coffee

consumers

saytheylikeTimHortons,

compared

to

anindustryaverage

brandpopularity

of28%.15%

ofindustryconsumers

intheUnited

Statessaythey

consume

TimHortons,

with

the

averageconsumption

ofabrandat25%.BuzzPopularity84%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.TimHortons

hasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

21%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.TimHortons12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondents

whoknow

the

individual

brand(consumption),

n=92,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tim

Hortons

ranks

ninth

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTimHortonsRank#

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.1Starbucks91%90%85%79%79%74%59%50%48%47%2Dunkin′3Folgers4Nescafé48%5MaxwellHouseNespresso52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Green

MountainCoffeeCaféBusteloTim

HortonsPeets

Coffee8Outofallrespondents,

48%

were

aware

of

TimHortons.

Thisranksthemninth

compared

to

otherbrandssurveyed

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,

asofOctober

2024The

popularity

rating

of

Tim

Hortons

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTim

HortonsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Folgers54%54%52%45%29%29%27%27%25%25%18%2Dunkin′3Starbucks4MaxwellHouseGreen

MountainCoffeeNescaféOutofconsumers

who

knew

thebrand,

18%

saidtheyliked

TimHortons.

Thisranksthem

outsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.567CaféBusteloNespresso882%9Community

CoffeeChockfullo′NutsPopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=596,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tim

Hortons

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTimHortonsRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Folgers15%2Dunkin′49%3Starbucks47%Outofconsumers

who

knew

thebrand,

15%

saidtheyconsumed

TimHortons.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.4MaxwellHouseCaféBusteloNescafé35%524%624%7Green

MountainCoffeeCamerons

CoffeeCommunity

CoffeeNespresso23%822%85%922%UsageN/A1020%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=596,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Tim

Hortons

is

second

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTimHortons’

consumersRank#

BrandLoyalty

%87%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.1Starbucks16%2Tim

HortonsFolgers84%383%4MaxwellHouseStoneStreetCaféBusteloDunkin′83%582%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.781%8JuanValdezNespressoPeets

Coffee76%84%976%Outofrespondents

whohaveconsumed

TimHortons,84%

saidthey

would

consume

the

brandagain.LoyaltyN/A1075%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=92,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tim

Hortons

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTimHortonsRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Dunkin′14%2Starbucks44%3Folgers36%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutTimHortons

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Camerons

CoffeeMaxwellHouseNespressoNescafé27%527%622%721%8Community

CoffeeCaféBusteloCaribou20%86%919%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=596,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowt