CONSUMER&

BRANDBrandKPIs

for

ready-made-food:Knorr

in

GermanyConsumer

Insights

reportDecember2024Discover

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

Knorr’s

performance

intheready-made-food

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,

asofDecember202485%

of

Knorr

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Knorr’s

branding

resonates

more

with

Millennials?Knorrgenerally

appealstowomen

more

than

men?Knorrranksthird

inawareness

within

the

ready-made-food

market?Thepopularity

ratingof

Knorris49%?Knorrranksfourthinconsumption?Among

Knorrenthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theirready-made-food

brandstohavehighvalue,honesty

/trustworthiness,

andreliability?Interms

of

loyalty,Knorris

sixthinGermany?Knorrhasascore

of20%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

forKnorr

at

89%Brand

profile:

snapshotBrand

performance

of

KnorrinGermany89%85%49%43%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=1,109,

respondents

who

know

the

individual

brand

(popularity),

n=1,109,respondents

who

know

the

individual

brand

(consumption),

n=481,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,109,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Knorr’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%36%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKnorrbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatKnorrislikedby10%

ofBaby

boomers

and36%

ofGenXers,

whereas

thetotalshareof

industryusers

is11%and33%,

respectively.22%16%ForMillennials

andGen

Z,

38%

and

16%

feel

positivelytowards

Knorr,

versus

34%

and22%.

Socurrently,forKnorr,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=542,

Knorrenthusiast,

n=1,133,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Knorr

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Knorrshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Knorrhasalower

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.5%7%52%

ofwomen

likeKnorrcompared

to48%

ofmen,

whereas

for

the

overallindustry,50%

of

women

consume

ready-made-food

compared

to

50%

of

men.50%50%52%48%90%87%5%

of

Knorrenthusiastsconsiderthemselves

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

ready-made-food,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=542,

Knorrenthusiast,

n=1,133,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Knorr

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.24%26%Single34%35%24%25%CoupleSingleparentNuclear34%

ofKnorr

enthusiastsare

fromhigh-income

households.Knorr’s

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

33%

ofKnorr

enthusiastshavethiscurrent

livingsituation.8%7%34%33%29%32%32%Multi-generational1%1%6%9%32%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=542,

Knorrenthusiast,

n=1,133,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarehighvalue,honesty

/Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernesstrustworthiness,

andreliability.40%20%0%Knorrconsumers

also

appreciatethesekey

attributes,indicating

Knorr

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKnorrenthusiastsareleast

focused

onare

inclusiveness

andboldness.ReliabilityExclusivityKnorrshould

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ready-made-food,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=481,

Knorrconsumers’,n=542,

Knorrenthusiast,

n=1,133,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Knorr

fans,

25%

state

that

they

get

excited

about

ready-made-foodproductsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?39%33%25%25%25%22%21%21%20%17%15%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

ready-made-food

topicsrelating

toproductsready-made-foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ready-made-food

do

youagree

with?”;

Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=542,

Knorrenthusiast,

n=1,133,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

Knorr

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinGermany

is

62%.

Awarenessof

Knorr,however,

is

at89%.Awareness49%

ofGerman

ready-made-food

consumers

saytheylikeKnorr,

compared

toanindustryaverage

brandpopularity

of36%.43%

ofindustryconsumers

inGermany

saytheyconsume

Knorr,

with

the

average

consumption

of

abrandat31%.BuzzPopularity85%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of79%.Knorrhasbeen

noticed

more

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

20%

comparedto17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=1,109,

respondents

who

know

the

individual

brand

(popularity),

n=1,109,respondents

who

know

the

individual

brand

(consumption),

n=481,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,109,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Knorr

ranks

third

in

awareness

within

the

ready-made-food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKnorrRank#

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.1Maggi93%91%89%88%85%83%82%81%79%73%11%2Iglo3Knorr4K?pt'nIgloFrosta5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Ben's

OriginalPfanni78MiracoliErascoOutofallrespondents,

89%

were

aware

of

Knorr.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.89%N/A9Awareness10McCain13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Knorr

is

49%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKnorrRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Iglo58%53%49%48%47%41%41%40%39%36%2Frosta3Knorr4Maggi49%Outofconsumers

who

knew

thebrand,

49%

saidtheyliked

Knorr.

Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.5McCainK?pt'nIgloYumYumBen's

OriginalMiracoliPfanni51%6789PopularityN/A1014

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,109,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Knorr

ranksfourth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKnorrRank#

BrandUsage

%48%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Igloconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2Frosta45%3Maggi44%Outofconsumers

who

knew

thebrand,

43%

saidtheyconsumed

Knorr.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4Knorr43%43%5YumYumMcCainK?pt'nIgloEat

HappyErasco41%57%638%738%833%932%UsageN/A10Ben's

Original32%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,109,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Knorr

is

sixth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKnorr’s

consumersRank#

BrandLoyalty

%88%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.1McCainFrosta15%288%3Nissin

NoodlesMaggi86%485%5Iglo85%6Knorr85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Erasco84%8MiracoliPfanni84%85%984%Outofrespondents

whohaveconsumed

Knorr,

85%saidthey

would

consume

the

brandagain.LoyaltyN/A10K?pt'nIglo80%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=481,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Knorr

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKnorrRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1K?pt'nIgloFrosta20%231%3Iglo28%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutKnorr

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4Maggi23%5Eat

HappyBen's

OriginalKnorr23%622%720%8L?wenanteilMcCain16%80%916%BuzzN/A10Costa16%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,109,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyou