CONSUMER&

BRANDBrandKPIs

for

grocery

stores:Marktkauf

in

GermanyConsumer

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

Marktkauf’sperformance

inthe

grocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202474%

of

Marktkauf

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Marktkauf’sbranding

resonates

withMillennials?Marktkaufrankstenthinawareness

within

thesimilarly

to

other

brandsinthe

industrygrocery

store

market?Marktkaufgenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Marktkaufis22%?Marktkaufranksninth

inusage?Among

Marktkaufenthusiasts,32%

fallunderthehigh-income

category?Interms

of

loyalty,Marktkauf

isninth

inGermany?Marktkaufhasascore

of

8%

formedia

buzz?Consumers

want

theirgrocery

store

brandstohavefriendliness,

reliability,

and

highvalue3Sources:

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

Marktkauf

at

74%Brand

profile:

snapshotBrand

performance

of

Marktkauf

inGermany74%65%22%21%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=814,

respondents

who

know

the

individual

brand

(popularity),

n=814,

respondents

whoknow

the

individual

brand(usage),

n=168,

respondents

who

have

used

the

individual

brand

(loyalty),

n=814,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marktkauf’s

branding

resonates

with

Millennials

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations34%

34%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMarktkauf

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatMarktkauf

islikedby11%

ofBaby

boomers

and

34%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is13%

and

33%,

respectively.21%20%13%ForMillennials

andGen

Z,

34%

and

20%

feel

positivelytowards

Marktkauf,versus

34%

and

21%.

Socurrently,forMarktkauf,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=183,

Marktkauf

enthusiast,

n=1,232,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Marktkauf

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Marktkauf

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.7%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Marktkaufhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%50%50%51%

ofmen

likeMarktkauf

compared

to49%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

usegrocerystores

compared

to50%

of

men.88%84%10%

ofMarktkauf

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.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=183,

Marktkaufenthusiast,

n=1,232,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Marktkauf

enthusiasts,

32%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.24%29%Single32%32%35%33%23%26%CoupleSingleparentNuclear32%

ofMarktkauf

enthusiastsare

fromhigh-income

households.Marktkauf’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

31%

of

Marktkaufenthusiastshavethiscurrent

livingsituation.7%8%38%31%23%Multi-generational1%1%9%10%30%ExtendedOther5%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=183,

Marktkauf

enthusiast,

n=1,232,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

havefriendliness,

reliability,

andhigh

valueBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arefriendliness,

reliability,

and

highvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessMarktkauf

users

alsoappreciate

thesekey

attributes,indicating

Marktkaufexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatMarktkaufenthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityMarktkauf

shouldwork

onpromotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=168,

Marktkauf

users’,n=183,

Marktkauf

enthusiast,

n=1,232,

grocery

store

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Marktkauf

fans,

32%

state

that

they

get

excited

about

grocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?47%44%39%33%33%32%29%26%24%22%21%19%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=183,

Marktkauf

enthusiast,

n=1,232,

grocerystoreusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Marktkauf

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinGermany

is

74%.

Awarenessof

Marktkauf,however,

isat65%.Awareness22%

ofGerman

grocery

store

users

saytheylikeMarktkauf,compared

toanindustryaverage

brandpopularity

of36%.21%

ofindustryusers

inGermany

say

theyuseMarktkauf,withtheaverage

usageof

abrandat37%.BuzzPopularity74%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

78%.Marktkauf

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of8%compared

to

21%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=814,

respondents

who

know

the

individual

brand

(popularity),

n=814,

respondents

whoknow

the

individual

brand(usage),

n=168,

respondents

who

have

used

the

individual

brand

(loyalty),

n=814,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marktkauf

ranks

tenth

in

awareness

within

the

grocery

store

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMarktkaufRank#

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.1Aldi96%96%96%96%95%94%94%83%66%65%2Lidl3Edeka35%4Rewe5NettoMarken-DiscountKauflandPennyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.665%78NormaOutofallrespondents,

65%

were

aware

of

Marktkauf.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AlnaturaMarktkaufAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Marktkauf

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMarktkaufRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lidl61%60%58%58%54%38%35%24%23%23%22%2Edeka3Aldi4ReweOutofconsumers

who

knew

thebrand,

22%

saidtheyliked

Marktkauf.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5KauflandNettoMarken-DiscountPenny678denn's

BiomarktAlnatura78%9PopularityN/A10BIOCOMPANY14

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=814,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marktkauf

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMarktkaufRank#

BrandUsage

%66%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1Lidl21%2Aldi65%3Edeka62%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Marktkauf.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4Rewe61%5KauflandNettoMarken-DiscountPenny54%646%740%8Norma22%79%9Marktkaufdenn's

Biomarkt21%UsageN/A1020%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=814,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Marktkauf

is

ninth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMarktkauf’s

consumersRank#

BrandLoyalty

%90%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.1Rewe2Aldi88%26%3Edeka87%4Lidl87%5KauflandNettoMarken-DiscountPenny86%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.781%74%8AlnaturaMarktkauffamila79%974%Outofrespondents

whohaveused

Marktkauf,74%saidthey

would

usethebrand

again.LoyaltyN/A1073%16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=168,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marktkauf

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMarktkaufRank#

BrandBuzz%42%41%40%36%29%24%24%15%10%9%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1Aldi2Lidl3EdekaOutofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutMarktkauf

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4KauflandRewe56Penny7NettoMarken-DiscountBIOCOMPANYAlnaturafamila892%Buzz9N/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=814,

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-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstand