CONSUMER&

BRANDBrandKPIs

for

coffee

machines

&coffee

makers:

Gaggia

in

BrazilConsumer

Insights

reportJanuary2025Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Gaggia’sperformance

inthecoffee

machine&coffee

maker

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofJanuary202556%

of

Gaggia

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Gaggia’sbranding

resonates

more

with

Millennials?Gaggiagenerally

appealstomen

more

than

women?Gaggiaranksoutsidethe

Top

10

inawareness

withinthe

coffee

machine&coffee

maker

market?Thepopularity

ratingof

Gaggiais16%?Gaggiarankseighthinownership?Among

Gaggiaenthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theircoffee

machine

&coffeemaker

brandstohavereliability,authenticity,andhonesty

/trustworthiness?Interms

of

loyalty,Gaggiais

outsidetheTop10

inBrazil?Gaggiahasascore

of11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

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

Gaggiaat

56%Brand

profile:

snapshotBrand

performance

of

GaggiainBrazil57%21%16%11%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

machines

&coffee

makers

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=256,

respondents

who

know

the

individual

brand

(popularity),n=256,

respondents

who

know

the

individual

brand

(ownership),

n=21,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=256,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Gaggia’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations57%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGaggiabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGaggiaislikedby0%

ofBaby

boomers

and18%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.39%30%27%25%ForMillennials

andGen

Z,

57%

and

25%

feel

positivelytowards

Gaggia,versus

39%

and30%.

Socurrently,forGaggia,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.18%4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee

machines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=40,

Gaggiaenthusiast,

n=999,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Gaggia

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Gaggiashows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Gaggiahasalower

proportionof

LGBTQIA+consumers

when5%8%48%52%52%

ofmen

likeGaggiacompared

to48%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

own

coffeemachines

&coffee

makers

compared

to49%

ofmen.51%49%95%89%compared

to

theindustryusers

ingeneral.5%

of

Gaggiaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

coffee

machines

&coffeemakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=40,

Gaggiaenthusiast,

n=999,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Gaggia

enthusiasts,

34%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%6%Single34%37%8%13%CoupleSingleparentNuclear34%

ofGaggia

enthusiastsare

fromhigh-income

households.Gaggia’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

55%

of

Gaggiaenthusiastshavethiscurrent

livingsituation.2%9%55%38%32%31%40%Multi-generational8%8%20%22%ExtendedOther28%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

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=40,

Gaggiaenthusiast,

n=999,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Consumers

want

their

coffee

machine

&

coffee

maker

brands

to

have

reliability,authenticity,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

coffee

machine&coffee

makerbrandsForcoffee

machines

&coffee

makers,the

top

three

qualitiesowners

wantfrom

abrand

are

reliability,authenticity,andhonesty

/trustworthiness.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%Gaggiaowners

alsoappreciate

these

keyattributes,indicating

Gaggiaexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatGaggiaenthusiastsareleast

focused

onare

boldnessandhighvalue.ReliabilityExclusivityGaggiashould

work

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee

machines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;

MultiPick;“When

it

comesto

coffee

machines

&coffee

makers,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=21,

Gaggiaowners’,n=40,

Gaggiaenthusiast,

n=999,

coffee

machine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

Gaggia

fans,

72%

state

that

they

get

excited

about

coffee

machines

&coffee

makersBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

machines&coffee

makersingeneral?72%68%60%57%52%46%41%35%32%31%25%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

coffee

machines&

topicsrelating

tocoffee

makerscoffee

machines&coffee

makersBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

machines

&coffee

makersdo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee

machines

&coffeemakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=40,Gaggiaenthusiast,

n=999,

coffeemachine

&coffee

makerownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1156%

of

Gaggia

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee

machines&coffee

makers,the

average

awareness

ofabrandinBrazil

is70%.Awareness

ofGaggia,however,

isat21%.Awareness16%

ofBrazilian

coffee

machine

&coffee

makerowners

say

they

likeGaggia,compared

to

anindustryaverage

brand

popularity

of31%.8%

of

industryowners

inBrazil

say

theyown

Gaggia,with

the

average

ownership

ofabrandat10%.BuzzPopularity56%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of69%.Gaggiahasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

11%

comparedto20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Coffee

machines

&coffee

makers

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=256,

respondents

who

know

the

individual

brand

(popularity),n=256,

respondents

who

know

the

individual

brand

(ownership),

n=21,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=256,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Gaggia

ranks

outside

the

Top

10

in

awareness

within

the

coffee

machine

&coffee

maker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGaggiaRank#

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.1ElectroluxMondial95%95%94%94%94%93%92%90%86%85%21%23Philips4Philco5BritaniaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TramontinaNescafé

/Dolce

GustoArno78Outofallrespondents,

21%

were

aware

of

Gaggia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.79%93Cora??esNespressoAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025The

popularity

rating

of

Gaggia

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGaggiaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.13Cora??esNescafé

/Dolce

GustoNespressoElectroluxMondial63%59%52%43%36%34%33%31%30%28%16%234Outofconsumers

who

knew

thebrand,

16%

saidtheyliked

Gaggia.This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56Arno7Britania8Black+DeckerOster84%9PopularityN/A10Philco14

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=256,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Gaggia

ranks

eighth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofGaggiaRank#

BrandUsage

%28%26%19%15%14%12%11%8%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

coffeemachines

&coffee

makers,

which

of

the

followingbrandsdoyouown

currently?”.8%13Cora??esNescafé

/Dolce

GustoNespressoMondial23Outofconsumers

who

knew

thebrand,

8%

saidtheyowned

Gaggia.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.45ElectroluxBritania67Arno8Gaggia92%Usage9Cadence7%N/A10Oster7%15

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=256,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofJanuary2025In

terms

of

loyalty,

Gaggia

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGaggia’s

consumersRank#

BrandLoyalty

%85%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Oster2NespressoNescafé

/Dolce

GustoPhilips79%379%478%43%53Cora??esDe'LonghiBlack+DeckerMondial74%57%673%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee

machines&coffee

makers,

which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.772%871%9Philco71%Outofrespondents

whohaveowned

Gaggia,56%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Multilaser70%16

Notes:“When

it

comesto

coffeemachines

&coffee

makers,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=21,

respondents

who

have

owned

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025Gaggia

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGaggiaRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.13Cora??esNescafé

/Dolce

GustoNespressoElectroluxMondial11%247%339%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutGaggia

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.427%524%6Britania20%7Arno20%8Black+DeckerOster18%89%918%BuzzN/A10Cadence16%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=256,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecision