CONSUMER&

BRANDBrandKPIs

for

coffee:

The

FlyingSquirrel

in

IndiaConsumer

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

TheFlyingSquirrel’sperformance

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

202465%

of

The

Flying

Squirrel

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TheFlying

Squirrel’s

branding

resonates

more

with?TheFlying

Squirrel

ranksoutsidetheTop10

inMillennialsawareness

withinthecoffee

market?TheFlying

Squirrel

generally

appealsto

men

more?Thepopularity

ratingof

TheFlying

Squirrel

is

18%than

women?TheFlying

Squirrel

ranksoutsidetheTop10

in?Among

TheFlyingSquirrel

enthusiasts,45%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,TheFlyingSquirrel

istenthinIndia?TheFlying

Squirrel

hasascore

of

11%

formedia

buzz?Consumers

want

theircoffee

brandstohaveauthenticity,honesty

/trustworthiness,

andhigh

value3Sources:

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

forThe

Flying

Squirrelat

65%Brand

profile:

snapshotBrand

performance

of

The

Flying

Squirrel

inIndia65%38%18%16%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=475,

respondents

who

know

the

individual

brand

(popularity),

n=475,

respondents

whoknow

the

individual

brand(consumption),

n=78,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=475,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Flying

Squirrel’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTheFlyingSquirrel

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatTheFlyingSquirrel

islikedby0%

of

Babyboomers

and

8%

of

Gen

Xers,whereas

thetotalshareof

industryusers

is

0%

and

13%,

respectively.42%40%ForMillennials

andGen

Z,

51%

and

40%

feel

positivelytowards

TheFlyingSquirrel,

versus

42%

and

45%.

Socurrently,

forTheFlyingSquirrel,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.13%8%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=84,

The

Flying

Squirrel

enthusiast,

n=1,225,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Flying

Squirrel

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TheFlyingSquirrel

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof14%82%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TheFlyingSquirrel

hasahigherproportion

ofLGBTQIA+18%35%65%41%59%65%

ofmen

likeTheFlyingSquirrelcompared

to

35%

of

women,

whereasfortheoverall

industry,59%

of

menconsume

coffee

compared

to41%

ofwomen.77%consumers

when

compared

totheindustryusers

ingeneral.18%

ofTheFlyingSquirrel

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to14%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=84,

The

Flying

Squirrelenthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

The

Flying

Squirrel

enthusiasts,

45%

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.1%4%Single40%6%5%45%CoupleSingleparentNuclear45%

ofTheFlyingSquirrel

enthusiastsarefrom

high-income

households.TheFlyingSquirrel’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,45%

ofTheFlyingSquirrel

enthusiastshavethiscurrent

livingsituation.4%4%17%20%30%30%29%Multi-generational45%30%27%ExtendedOther26%35%0%2%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=84,

The

Flying

Squirrelenthusiast,

n=1,225,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

authenticity,

honesty

/trustworthiness,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,honesty

/trustworthiness,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TheFlyingSquirrel

consumers

alsoappreciate

these

key

attributes,indicating

TheFlyingSquirrel

exudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatTheFlyingSquirrelenthusiastsare

least

focused

on

arecleverness

andthrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessTheFlyingSquirrel

shouldwork

onpromoting

innovation

to

convertenthusiastsintoowners.HighvalueHonesty/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=78,

The

Flying

Squirrelconsumers’,

n=84,

The

Flying

Squirrel

enthusiast,

n=1,225,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

The

Flying

Squirrel

fans,

61%

state

that

they

get

excited

about

coffeeproductsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?63%61%61%57%57%48%46%45%44%42%37%25%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=84,

The

Flying

Squirrel

enthusiast,

n=1,225,

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.1165%

of

The

Flying

Squirrel

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinIndia

is

60%.

Awareness

of

TheFlyingSquirrel,

however,

is

at38%.Awareness18%

ofIndiancoffee

consumers

say

theylike

TheFlyingSquirrel,

compared

to

anindustryaveragebrandpopularityof

43%.16%

ofindustryconsumers

inIndiasaythey

consumeTheFlyingSquirrel,

withtheaverage

consumption

of

abrandat39%.BuzzPopularity65%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.TheFlyingSquirrel

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

37%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.TheFlyingSquirrel12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=475,

respondents

who

know

the

individual

brand

(popularity),

n=475,

respondents

whoknow

the

individual

brand(consumption),

n=78,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=475,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Flying

Squirrel

ranks

outside

the

Top

10

in

awareness

within

the

coffeemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTheFlying

SquirrelRank#

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.1Nescafé96%91%88%87%58%52%47%44%42%39%2Bru3Starbucks38%4Tata

CoffeeContinental

XtraCoffeecountry

beanColombian

Brew

CoffeeDavidoff5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.662%78Outofallrespondents,

38%

were

aware

of

TheFlyingSquirrel.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.9BlueTokaiAwarenessN/A10HattiKaapi13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

The

Flying

Squirrel

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTheFlying

SquirrelRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nescafé85%78%67%54%36%32%31%31%30%27%18%2Bru3Starbucks4Tata

Coffeecountry

beanContinental

XtraCoffeeLavazzaOutofconsumers

who

knew

thebrand,

18%

saidtheyliked

TheFlyingSquirrel.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.5678BlueTokai82%9DavidoffPopularityN/A10Colombian

Brew

Coffee14

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=475,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Flying

Squirrel

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofThe

Flying

SquirrelRank#

BrandUsage

%83%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Nescafé16%2Bru77%3StarbucksTata

Coffeecountry

beanDavidoff61%Outofconsumers

who

knew

thebrand,

16%

saidtheyconsumed

TheFlyingSquirrel.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.449%530%629%7BlueTokaiLavazza28%826%84%9Continental

XtraCoffeeHattiKaapi26%UsageN/A1025%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=475,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

The

Flying

Squirrel

is

tenth

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThe

FlyingSquirrel’sconsumersRank#

BrandLoyalty

%90%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.1Nescafé2Bru86%3Starbucks85%35%4Tata

Coffee81%5BlueTokai80%6Continental

XtraCoffeeLavazza76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.65%770%8country

beanColombian

Brew

CoffeeTheFlying

Squirrel69%966%Outofrespondents

whohaveconsumed

TheFlyingSquirrel,

65%

saidtheywould

consume

thebrandagain.LoyaltyN/A1065%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=78,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Flying

Squirrel

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThe

FlyingSquirrelRank#

BrandBuzz%78%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nescafé11%2Bru73%3StarbucksTata

Coffeecountry

beanBlueTokaiLavazza59%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutTheFlyingSquirrel

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.439%533%630%728%8Continental

XtraCoffeeDavidoff27%89%924%BuzzN/A10HattiKaapi22%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=475,

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

consumerinsightsto