CONSUMER&

BRANDBrandKPIs

for

ready-made-food:Kitchens

of

India

in

IndiaConsumer

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

KitchensofIndia’sperformance

inthe

ready-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,

asofDecember202472%

of

Kitchens

of

India

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kitchensof

India’sbrandingresonates

more

with?Kitchensof

India

ranksninth

inawareness

withintheMillennialsready-made-food

market?Kitchensof

India

generally

appealsto

men

more

than

?Thepopularity

ratingof

Kitchensof

India

is

41%women?Kitchensof

India

ranksninth

inconsumption?Among

Kitchensof

India

enthusiasts,46%

fall

underthe

high-income

category?Interms

of

loyalty,KitchensofIndiaisoutsidetheTop

10

inIndia?Consumers

want

theirready-made-food

brandstohavehonesty

/trustworthiness,

authenticity,andhighvalue?Kitchensof

India

hasascore

of

32%

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.4Loyalty

is

the

highest

scoring

KPI

forKitchens

of

India

at

72%Brand

profile:

snapshotBrand

performance

of

KitchensofIndia

inIndia72%56%41%36%32%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=701,

respondents

who

know

the

individual

brand

(popularity),

n=701,respondents

who

know

the

individual

brand

(consumption),

n=250,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=701,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitchens

ofIndia’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%46%42%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKitchensofIndiabygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatKitchensof

India

islikedby0%

of

Babyboomers

and

11%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.ForMillennials

andGen

Z,

47%

and

42%

feel

positivelytowards

KitchensofIndia,versus

42%

and

46%.

Socurrently,

forKitchensof

India,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%11%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=289,

Kitchens

ofIndia

enthusiast,

n=1,235,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitchens

of

India

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

KitchensofIndiashowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%80%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kitchensof

India

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.21%40%60%46%54%54%

ofmen

likeKitchensofIndiacompared

to

46%

of

women,

whereasfortheoverall

industry,60%

of

menconsume

ready-made-food

compared

to40%

ofwomen.76%21%

ofKitchensof

India

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to15%among

industryusers

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=289,

KitchensofIndia

enthusiast,

n=1,235,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitchens

of

India

enthusiasts,

46%

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.3%3%Single37%5%6%46%CoupleSingleparentNuclear46%

ofKitchensof

India

enthusiastsarefrom

high-income

households.KitchensofIndia’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,34%

ofKitchensof

India

enthusiastshavethiscurrent

livingsituation.4%5%22%21%29%33%28%Multi-generational34%27%31%36%ExtendedOther25%1%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=289,

Kitchens

ofIndia

enthusiast,

n=1,235,ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

honesty

/trustworthiness,

authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessauthenticity,andhigh

value.40%20%0%KitchensofIndiaconsumers

alsoappreciate

these

key

attributes,indicating

Kitchensof

India

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatKitchensof

Indiaenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessKitchensofIndiashouldwork

onpromoting

sustainabilityto

convertenthusiastsintoowners.HighvalueHonesty/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=250,

Kitchens

ofIndia

consumers’,n=289,

Kitchens

ofIndia

enthusiast,

n=1,235,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitchens

of

India

fans,

56%

state

that

they

get

excited

about

ready-made-food

productsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?58%57%56%53%53%45%44%43%40%40%39%29%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=289,

Kitchens

ofIndia

enthusiast,n=1,235,

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.1172%

of

Kitchens

of

India

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinIndiais66%.

Awareness

ofKitchensofIndia,however,

is

at56%.Awareness41%

ofIndianready-made-food

consumers

say

theylikeKitchensofIndia,compared

to

anindustryaverage

brand

popularity

of45%.36%

ofindustryconsumers

inIndiasaythey

consumeKitchensofIndia,with

the

average

consumption

of

abrandat41%.BuzzPopularity72%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.KitchensofIndiahasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

37%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=701,

respondents

who

know

the

individual

brand

(popularity),

n=701,respondents

who

know

the

individual

brand

(consumption),

n=250,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=701,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitchens

of

India

ranks

ninth

in

awareness

within

the

ready-made-food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKitchensofIndiaRank#

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.1Maggi98%94%90%84%82%71%70%68%56%54%2AashirvaadHaldiram'sTATA

sampannKellogg's3444%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6Nissin

NoodlesMTR

FoodsPriya

FoodsKitchens

ofIndiaGits78Outofallrespondents,

56%

were

aware

of

KitchensofIndia.Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Kitchens

of

India

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKitchensofIndiaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Maggi80%74%64%62%55%52%44%41%39%36%2Haldiram'sAashirvaadKellogg's341%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

KitchensofIndia.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5TATA

sampannMTR

FoodsNissin

NoodlesKitchens

ofIndiaGits659%789PopularityN/A10Priya

Foods14

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=701,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitchens

of

India

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKitchensofIndiaRank#

BrandUsage

%80%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Maggiconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2Haldiram'sAashirvaadKellogg's69%364%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyconsumed

KitchensofIndia.Thisranksthem

ninthcompared

to

other

brandssurveyed

inthismarket.457%5TATA

sampannMTR

FoodsGits46%645%64%738%8Nissin

NoodlesKitchens

ofIndiaPriya

Foods38%936%UsageN/A1034%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=701,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kitchens

of

India

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKitchensof

India’sconsumersRank#

BrandLoyalty

%87%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.1Maggi2AashirvaadHaldiram'sKellogg's86%28%385%482%5TATA

sampannMTR

FoodsGits81%680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.777%72%8TheTasteCompanySlurrp

FarmPriya

Foods75%974%Outofrespondents

whohaveconsumed

KitchensofIndia,72%

saidtheywould

consume

thebrand

again.LoyaltyN/A1073%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=250,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitchens

of

India

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKitchensof

IndiaRank#

BrandBuzz%74%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Maggi2AashirvaadHaldiram'sKellogg's65%32%362%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutKitchensof

India

inthe

media.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.460%5MTR

FoodsTATA

sampannGits41%638%732%68%8Kitchens

ofIndiaNissin

NoodlesPriya

Foods32%931%BuzzN/A1026%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=701,

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

consumerinsigh