CONSUMER&

BRANDBrandKPIs

for

grocery

stores:

MateusSupermercado

in

BrazilConsumer

Insights

reportNovember2024Discover

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.

1250Ourdataallows

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

MateusSupermercado’sperformance

inthe

grocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202485%

of

Mateus

Supermercado

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??MateusSupermercado’s

brandingresonates

more?MateusSupermercado

ranksninth

inawarenesswith

Gen

Zwithin

the

grocery

store

market?MateusSupermercado

generally

appealstowomenmore

than

men?Thepopularity

ratingof

MateusSupermercado

is34%?MateusSupermercado

ranksfifth

inusage?Among

MateusSupermercado

enthusiasts,28%

fallunderthe

high-income

category?Interms

of

loyalty,MateusSupermercado

is

sixthinBrazil?Consumers

want

theirgrocery

store

brandstohavehonesty

/trustworthiness,

reliability,

and

authenticity?MateusSupermercado

hasascore

of28%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Mateus

Supermercado

at

85%Brand

profile:

snapshotBrand

performance

of

MateusSupermercado

inBrazil85%40%34%30%28%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=503,

respondents

who

know

the

individual

brand

(popularity),

n=503,

respondents

whoknow

the

individual

brand(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=503,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Mateus

Supermercado’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMateusSupermercado

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatMateusSupermercado

islikedby0%

of

Babyboomers

and

19%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is4%

and

28%,respectively.36%29%28%19%ForMillennials

andGen

Z,

44%

and

36%

feel

positivelytowards

Mateus

Supermercado,

versus

39%

and29%.Socurrently,

forMateusSupermercado,

Gen

Zconnects

most

with

theirbrandcompared

totheoverall

industryuser.4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=171,

Mateus

Supermercado

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Mateus

Supermercado

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

MateusSupermercadoshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MateusSupermercado

hasasimilar

proportion

of

LGBTQIA+51%49%51%49%51%

ofwomen

likeMateusSupermercado

compared

to49%

ofmen,whereas

fortheoverall

industry,51%

ofwomen

usegrocery

storescompared

to

49%

of

men.89%88%consumers

when

compared

totheindustryusers

ingeneral.8%

of

MateusSupermercadoenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

9%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

grocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=171,

MateusSupermercado

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Mateus

Supermercado

enthusiasts,

28%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.4%8%Single29%36%9%13%CoupleSingleparentNuclear28%

ofMateus

Supermercadoenthusiastsare

from

high-incomehouseholds.MateusSupermercado’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,39%

ofMateus

Supermercadoenthusiastshavethiscurrent

livingsituation.7%9%33%39%34%33%31%Multi-generational11%9%38%28%24%ExtendedOther2%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

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=171,

Mateus

Supermercado

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%MateusSupermercado

users

alsoappreciate

these

key

attributes,indicating

Mateus

Supermercado

exudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatMateusSupermercadoenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessMateusSupermercado

should

work

onpromoting

friendliness

toconvertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

grocery

stores,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

togrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

togrocery

stores,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=149,

Mateus

Supermercado

users’,n=171,

Mateus

Supermercado

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Mateus

Supermercado

fans,

37%

state

that

they

get

excited

aboutgrocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?46%38%38%37%37%32%31%31%30%29%28%26%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustgrocery

storestopicsrelating

togrocery

storesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

grocery

stores

do

youagreewith?”;

Multi

Pick;“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=171,

Mateus

Supermercado

enthusiast,n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

Mateus

Supermercado

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinBrazil

is53%.

Awareness

ofMateusSupermercado,

however,

isat40%.Awareness34%

ofBrazilian

grocery

store

users

saytheylikeMateusSupermercado,

compared

to

anindustryaverage

brand

popularity

of35%.30%

ofindustryusers

inBrazil

saythey

useMateusSupermercado,

with

the

average

usageofabrandat28%.BuzzPopularity85%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.MateusSupermercado

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

28%

compared

to26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=503,

respondents

who

know

the

individual

brand

(popularity),

n=503,

respondents

whoknow

the

individual

brand(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=503,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Mateus

Supermercado

ranks

ninth

in

awareness

within

the

grocery

storemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMateus

SupermercadoRank#

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.1Carrefour95%94%93%92%89%55%52%48%40%37%2Atacad?o3ASSAí

ATACADISTAExtra40%45P?odeA?úcarSam'sClubUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.660%7Dia8TendaAtacadoMateus

SupermercadoSupermercados

BHOutofallrespondents,

40%

were

aware

of

MateusSupermercado.

Thisranksthem

ninth

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Mateus

Supermercado

is

34%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMateus

SupermercadoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Atacad?o67%63%57%48%43%34%32%31%29%26%2ASSAí

ATACADISTACarrefour34%34ExtraOutofconsumers

who

knew

thebrand,

34%

saidtheyliked

MateusSupermercado.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.5P?odeA?úcarMateus

SupermercadoSam'sClubGrupo

MuffatoDia666%789PopularityN/A10Cencosud14

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=503,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Mateus

Supermercado

ranks

fifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMateus

SupermercadoRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1Atacad?o2ASSAí

ATACADISTACarrefour58%30%348%Outofconsumers

who

knew

thebrand,

30%

saidtheyused

MateusSupermercado.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4Extra34%5Mateus

SupermercadoP?odeA?úcarDia30%630%726%70%8Grupo

MuffatoCencosud26%923%UsageN/A10Sam'sClub22%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=503,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Mateus

Supermercado

is

sixth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMateusSupermercado’s

consumersRank#

BrandLoyalty

%91%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.1ASSAí

ATACADISTA15%2Atacad?o89%3Grupo

MuffatoCarrefour88%487%5Savegnago85%6Mateus

SupermercadoP?odeA?úcarSam'sClub85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.784%882%85%9Supermercados

BHExtra80%Outofrespondents

whohaveused

MateusSupermercado,

85%

saidtheywould

usethe

brandagain.LoyaltyN/A1080%16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=149,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Mateus

Supermercado

has

a

score

of

28%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMateusSupermercadoRank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ASSAí

ATACADISTA2Atacad?o50%28%3Carrefour48%Outofconsumers

who

knew

thebrand,

28%

saidtheyhadheardaboutMateus

Supermercado

inthemedia.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.4P?odeA?úcarExtra32%530%6Mateus

SupermercadoSam'sClub28%726%72%8Grupo

MuffatoCencosud26%922%BuzzN/A10Supermercados

BH20%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=503,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivend