CONSUMER&

BRANDBrandKPIs

for

coffee:

Tchibo

inGermanyConsumer

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

Tchibo’sperformance

inthecoffee

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

202487%

of

Tchibo

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Tchibo’sbrandingresonates

more

withBaby?Tchiborankssecond

inawareness

within

the

coffeeBoomersmarket?Tchibogenerally

appealsto

women

more

than

men?Thepopularity

ratingof

Tchibois

36%?Tchiboranksfifth

inconsumption?Among

Tchiboenthusiasts,34%

fallunderthehigh-income

category?Interms

of

loyalty,TchiboisfirstinGermany?Tchibohasascore

of

19%

formedia

buzz?Consumers

want

theircoffee

brandstohavehighvalue,reliability,

and

sustainability3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Tchibo

at

91%Brand

profile:

snapshotBrand

performance

of

Tchiboin

Germany91%87%36%27%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,139,

respondents

who

know

the

individual

brand

(popularity),

n=1,139,

respondents

whoknow

the

individual

brand(consumption),

n=311,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,139,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tchibo’sbranding

resonatesmore

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%34%33%

33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTchibobygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatTchiboislikedby16%

ofBaby

boomers

and

36%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is13%

and

34%,

respectively.21%16%15%ForMillennials

andGen

Z,

33%

and

15%

feel

positivelytowards

Tchibo,versus

33%

and

21%.

Socurrently,

forTchibo,BabyBoomers

connect

most

withtheirbrandcompared

to

theoverall

industryuser.13%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=415,

Tchibo

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tchibo

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Tchiboshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Tchibohasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.56%

ofwomen

likeTchibocompared

to44%

ofmen,

whereas

for

the

overallindustry,50%

of

women

consume

coffeecompared

to

50%

of

men.50%50%56%84%86%7%

of

Tchiboenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.44%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=415,

Tchibo

enthusiast,n=1,137,

coffeeconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Tchibo

enthusiasts,

34%

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.25%27%Single34%33%35%32%28%27%CoupleSingleparentNuclear34%

ofTchiboenthusiastsarefrom

high-income

households.Tchibo’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

28%

ofTchiboenthusiastshavethiscurrent

livingsituation.9%9%32%25%24%Multi-generational1%1%8%9%34%ExtendedOther4%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

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=415,

Tchibo

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

high

value,

reliability,

andsustainabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,reliability,

and

sustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessTchiboconsumers

alsoappreciate

thesekey

attributes,indicating

Tchiboexudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatTchiboenthusiastsareleast

focused

onare

cleverness

andboldness.ReliabilityExclusivityTchiboshouldwork

onpromotingsustainabilityto

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=311,

Tchibo

consumers’,n=415,

Tchibo

enthusiast,

n=1,137,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Tchibofans,

50%

state

that

they

get

excited

about

coffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?50%41%39%35%32%29%26%25%24%22%12%

12%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=415,

Tchibo

enthusiast,

n=1,137,

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.1187%

of

Tchibo

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinGermany

is71%.

Awareness

ofTchibo,however,

is

at91%.Awareness36%

ofGerman

coffee

consumers

say

theylikeTchibo,compared

to

anindustryaverage

brandpopularity

of26%.27%

ofindustryconsumers

inGermany

saytheyconsume

Tchibo,with

the

average

consumption

of

abrandat20%.BuzzPopularity87%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of78%.Tchibohasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

19%

comparedto15%.LoyaltyTchiboUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Coffee

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,139,

respondents

who

know

the

individual

brand

(popularity),

n=1,139,

respondents

whoknow

the

individual

brand(consumption),

n=311,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,139,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tchibo

ranks

second

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTchiboRank#

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.9%1Jacobs92%91%89%87%86%84%81%81%78%76%2Tchibo3NescaféDallmayrNespressoSenseo45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Melitta8StarbucksM?venpickTassimoOutofallrespondents,

91%

were

aware

of

Tchibo.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.91%N/A9Awareness1013

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

Tchibo

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTchiboRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Jacobs47%43%41%36%35%33%29%27%26%24%2DallmayrLavazzaTchibo336%4Outofconsumers

who

knew

thebrand,

36%

saidtheyliked

Tchibo.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.5Melitta6EduschoStarbucksNescaféM?venpickIlly64%789PopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,139,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tchibo

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTchiboRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Jacobs2DallmayrLavazzaMelitta37%27%334%Outofconsumers

who

knew

thebrand,

27%

saidtheyconsumed

Tchibo.

Thisranksthemfifthcompared

toother

brandssurveyed

inthismarket.429%5Tchibo27%6EduschoStarbucksNescaféM?venpickNespresso27%722%73%822%920%UsageN/A1018%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,139,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Tchibo

is

first

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTchibo’sconsumersRank#

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.1Tchibo13%2M?venpickLavazza86%386%4Melitta83%5Senseo83%6SegafredoStarbucksJacobs82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.781%881%87%N/A9DallmayrSchweitzers80%Outofrespondents

whohaveconsumed

Tchibo,87%saidthey

would

consume

the

brandagain.Loyalty1080%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=311,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Tchibohas

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTchiboRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1DallmayrJacobs19%228%3EduschoLavazzaNespressoTchibo21%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutTchibointhe

media.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.421%520%619%7StarbucksNescaféSenseo18%817%81%916%BuzzN/A10Melitta15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,139,

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

andunlocknewgrowthopportunities.?

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