CONSUMER&

BRANDBrandKPIs

for

grocery

stores:

Icelandin

the

United

KingdomConsumer

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

Iceland’sperformance

inthegrocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202483%

of

Iceland

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Iceland’sbrandingresonates

more

withGen

Z?Icelandgenerally

appealsto

women

more

thanmen?Icelandranksseventh

inawareness

within

thegrocery

store

market?Thepopularity

ratingof

Icelandis

38%?Icelandrankseighthinusage?Among

Icelandenthusiasts,26%

fallunderthehigh-income

category?Consumers

want

theirgrocery

store

brandstohave?Interms

of

loyalty,Iceland

iseighth

intheUnitedreliability,

honesty

/trustworthiness,

and

friendlinessKingdom?Icelandhasascore

of

21%

formedia

buzz3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Iceland

at

93%Brand

profile:

snapshotBrand

performance

of

Iceland

intheUnited

Kingdom93%83%38%37%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=1,163,

respondents

who

know

the

individual

brand

(popularity),

n=1,163,

respondentswho

know

the

individual

brand

(usage),

n=436,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,163,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Iceland’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations33%32%31%30%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeIceland

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatIceland

islikedby11%

of

Babyboomers

and

32%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is11%

and

31%,

respectively.27%25%ForMillennials

andGen

Z,

30%

and

27%

feel

positivelytowards

Iceland,versus

33%

and

25%.

Socurrently,

forIceland,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%

11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=445,

Iceland

enthusiast,

n=1,239,

grocery

store

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Iceland

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Iceland

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.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,

Iceland

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%57%56%

ofwomen

likeIceland

compared

to43%

ofmen,

whereas

for

the

overallindustry,51%

of

women

usegrocerystores

compared

to49%

of

men.90%88%8%

of

Icelandenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.43%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=445,

Icelandenthusiast,

n=1,239,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Iceland

enthusiasts,

26%

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.20%20%Single26%34%18%20%CoupleSingleparentNuclear26%

ofIceland

enthusiastsarefromhigh-income

households.Iceland’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

asingleparent

household,

17%

ofIcelandenthusiastshavethiscurrent

livingsituation.17%12%34%34%32%27%28%Multi-generational2%3%40%14%14%ExtendedOther3%4%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=445,

Iceland

enthusiast,

n=1,239,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arereliability,

honesty

/trustworthiness,

andfriendliness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Iceland

users

alsoappreciate

thesekeyattributes,indicating

Iceland

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatIcelandenthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityIceland

shouldwork

onpromotingboldness

to

convert

enthusiastsintoowners.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=436,

Iceland

users’,n=445,

Icelandenthusiast,

n=1,239,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Iceland

fans,

29%

state

that

they

get

excited

about

grocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?42%40%39%35%30%29%29%29%26%25%22%21%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=445,

Iceland

enthusiast,

n=1,239,

grocerystoreusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1183%

of

Iceland

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinthe

United

Kingdomis80%.Awareness

ofIceland,however,

is

at93%.Awareness38%

ofUK

grocery

store

users

saytheylikeIceland,compared

to

anindustryaverage

brandpopularity

of30%.37%

ofindustryusers

intheUnitedKingdomsaytheyuseIceland,with

the

average

usageofabrandat28%.BuzzPopularity83%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Iceland

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

21%

comparedto16%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=1,163,

respondents

who

know

the

individual

brand

(popularity),

n=1,163,

respondentswho

know

the

individual

brand

(usage),

n=436,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,163,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Iceland

ranks

seventh

in

awareness

within

the

grocery

store

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofIceland7%Rank#

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.1Tesco98%97%95%95%95%95%93%92%92%87%2Asda3Aldi4Sainsbury'sMorrisonsLidl5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67IcelandCo-op8Outofallrespondents,

93%

were

aware

of

Iceland.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.93%9Marks

&SpencerWaitroseAwarenessN/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

Iceland

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofIcelandRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Tesco59%55%55%47%46%42%38%38%34%27%2Asda3Aldi38%4Sainsbury'sLidlOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Iceland.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.56Marks

&SpencerIceland62%78MorrisonsCo-op9PopularityN/A10Farmfoods14

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,163,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Iceland

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofIcelandRank#

BrandUsage

%62%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1Tesco2Asda56%3Aldi53%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyused

Iceland.

Thisranksthemeighth

compared

toother

brandssurveyed

inthismarket.4Sainsbury'sLidl48%545%6MorrisonsCo-op39%63%739%8Iceland37%9Marks

&SpencerFarmfoods37%UsageN/A1022%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,163,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Iceland

is

eighth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofIceland’sconsumersRank#

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.1Tesco17%2Marks

&SpencerSainsbury'sAldi89%388%488%5MorrisonsLidl85%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Asda84%8IcelandWaitroseCo-op83%83%981%Outofrespondents

whohaveused

Iceland,83%

saidthey

would

usethebrand

again.LoyaltyN/A1079%16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=436,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Iceland

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofIcelandRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Asda21%2Tesco34%3Aldi34%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutIceland

inthemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4Marks

&SpencerSainsbury'sLidl24%524%623%7Iceland21%8Co-op19%79%9MorrisonsFarmfoods17%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,163,

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.?

Identifyandunderstandyourcore