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CONSUMER&
BRANDBrandKPIs
for
yogurt:
Patanjali
inIndiaConsumer
Insights
reportOctober2024Discover
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
Patanjali’sperformance
intheyogurt
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,
asofOctober
202478%
of
Patanjali
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•Patanjali’sbranding
resonates
more
with
Millennials•Patanjaligenerally
appealstomen
more
than
women•Patanjaliranksfourthinawareness
withintheyogurtmarket•Thepopularity
ratingof
Patanjaliis33%•Patanjalirankstenthinconsumption•Among
Patanjalienthusiasts,42%
fallunderthe
high-income
category•Consumers
want
theiryogurt
brandsto
havehonesty
•Interms
of
loyalty,Patanjaliisfifth
inIndia/trustworthiness,
authenticity,and
highvalue•Patanjali
hasascore
of32%
formedia
buzz3Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024CHAPTER
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
for
Patanjali
at
86%Brand
profile:
snapshotBrand
performance
of
Patanjali
inIndia86%78%33%32%29%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents
(awareness),
n=1,079,
respondents
who
know
the
individual
brand
(popularity),
n=1,079,
respondents
whoknow
the
individual
brand(consumption),
n=317,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,079,
respondents
who
know
the
individual
brand(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Patanjali’s
branding
resonates
morewith
MillennialsBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations50%45%Withthatinmind,when
looking
atthe
shareofconsumers
who
likePatanjaliby
generation
versus
theshareof
industryusers
ingeneral,
we
cansee
thatPatanjali
islikedby0%
ofBaby
boomers
and10%
ofGen
Xers,
whereas
thetotalshare
ofindustryusers
is0%
and
13%,
respectively.43%40%ForMillennials
andGen
Z,
50%
and
40%
feel
positivelytowards
Patanjali,versus
43%
and45%.
Socurrently,forPatanjali,Millennials
connect
most
with
theirbrandcompared
to
theoverall
industryuser.13%10%0%
0%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestoyogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=356,
Patanjali
enthusiast,
n=1,214,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Patanjali
generally
appeals
to
men
morethan
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Patanjalishows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof12%14%82%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Patanjalihasalowerproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.37%63%41%59%63%
ofmen
likePatanjalicompared
to37%
ofwomen,
whereas
fortheoverallindustry,59%
of
men
consume
yogurtcompared
to
41%
of
women.83%12%
ofPatanjalienthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to14%
amongindustryusers
overall.Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
yogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=356,
Patanjali
enthusiast,n=1,214,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Patanjali
enthusiasts,
42%
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.2%4%Single6%5%42%40%CoupleSingleparentNuclear42%
ofPatanjalienthusiastsare
fromhigh-income
households.Patanjali’sbrandisgenerally
enjoyedmore
byconsumers
who
arepartof
anuclearhousehold,
26%
of
Patanjalienthusiastshavethiscurrent
livingsituation.3%4%26%20%29%30%31%Multi-generational31%30%31%ExtendedOther27%35%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
yogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=356,
Patanjali
enthusiast,
n=1,214,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Consumers
want
their
yogurtbrands
to
have
honesty
/
trustworthiness,authenticity,
and
high
valueBrand
profile:
qualitiesQualitiesconsumerswant
from
yogurtbrandsForyogurt,
the
topthree
qualitiesconsumers
want
fromabrandarehonesty
/trustworthiness,
authenticity,andhigh
value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Patanjaliconsumers
alsoappreciatethese
key
attributes,indicatingPatanjaliexudes
thesequalities.SocialresponsibilityCoolnessThequalitiesthatPatanjalienthusiastsareleast
focused
on
arethrill/excitement
andcleverness.ReliabilityExclusivityPatanjalishould
work
on
promotingcoolness
toconvert
enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When
it
comesto
yogurt,which
ofthese
aspects
aremostimportant
to
you?”;Multi
Pick;“When
it
comesto
yogurt,which
of
the
following
brands
do
youlike?”;Multi
Pick;“When
it
comesto
yogurt,which
ofthe
followingbrands
have
youconsumed
in
the
past
12
months?”;
Multi
Pick;Base:n=317,
Patanjali
consumers’,
n=356,
Patanjali
enthusiast,n=1,214,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Patanjali
fans,
58%
state
that
they
get
excited
about
yogurt
productsBrand
profile:
attitudesWhat
doconsumersthink
ofyogurtingeneral?58%56%56%55%48%47%45%44%40%39%36%28%Sustainability
is
Ivaluealow
priceimportant
to
me
over
highqualityIamwellinformedIrely
onbrands
Iget
excited
aboutIknow
and
trust
yogurt
productsIliketotalkabouttopicsrelating
toyogurtBrand
enthusiastIndustryuser10
Notes:“Which
ofthese
statements
about
yogurtdo
youagree
with?”;
Multi
Pick;“When
it
comesto
yogurt,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=356,
Patanjali
enthusiast,
n=1,214,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1178%
of
Patanjali
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
yogurt,theaverage
awareness
of
abrandinIndia
is
61%.
Awareness
of
Patanjali,however,
is
at86%.Awareness33%
ofIndianyogurt
consumers
saytheylikePatanjali,compared
to
anindustryaverage
brandpopularity
of37%.28%
ofindustryconsumers
inIndiasaythey
consumePatanjali,withtheaverage
consumption
ofabrandat32%.BuzzPopularity78%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of74%.Patanjalihasbeen
noticed
similarly
inthe
mediacompared
to
other
brands,with
a“Buzz”score
of32%compared
to
32%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobeinconsistent
compared
to
theindustry.12
Notes:Yogurt‘awareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents
(awareness),
n=1,079,
respondents
who
know
the
individual
brand
(popularity),
n=1,079,
respondents
whoknow
the
individual
brand(consumption),
n=317,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,079,
respondents
who
know
the
individual
brand(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Patanjali
ranksfourth
in
awareness
within
the
yogurtmarketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofPatanjaliRank#
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.1Amul97%92%89%86%77%74%73%70%64%53%14%2BritanniaMother
DairyPatanjaliNestle
a+Nandini345Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.67GowardhanMilkyMistGokul8Outofallrespondents,
86%
were
aware
of
Patanjali.Thisranksthemfourthcompared
to
other
brandssurveyed
inthismarket.86%N/A9Awareness10HappyMilk13
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,248,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024The
popularity
rating
of
Patanjali
is
33%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofPatanjaliRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Amul86%63%49%46%45%42%39%36%35%35%2Mother
DairyBritanniaMilkyMistNestle
a+Gokul33%34Outofconsumers
who
knew
thebrand,
33%
saidtheyliked
Patanjali.
This
ranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.5667%7HappyMilkNandini89GowardhanHatsunPopularityN/A1014
Notes:“When
it
comesto
yogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=1,079,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Patanjali
ranks
tenth
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofPatanjaliRank#
BrandUsage
%83%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
yogurt,which
ofthefollowing
brandshaveyou
consumed
inthe
past12
months?”.1Amul2Mother
DairyBritanniaMilkyMistNestle
a+HappyMilkGokul54%29%343%Outofconsumers
who
knew
thebrand,
28%
saidtheyconsumed
Patanjali.Thisranksthemtenthcomparedtootherbrandssurveyed
inthismarket.440%536%633%732%71%8Hatsun30%9EpigamiaPatanjali30%UsageN/A1029%15
Notes:“When
it
comesto
yogurt,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;Base:
n=1,079,respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofOctober
2024In
terms
of
loyalty,
Patanjali
is
fifth
in
IndiaBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofPatanjali’s
consumersRank#
BrandLoyalty
%92%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.1Amul22%2Mother
DairyMilkyMistNestle
a+PatanjaliBritanniaHatsunNandiniGokul83%382%480%578%677%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
yogurt,which
ofthe
following
brandsareyou
likely
to
consume
againinthe
future?”.774%874%78%973%Outofrespondents
whohaveconsumed
Patanjali,78%
saidthey
would
consume
the
brandagain.LoyaltyN/A10ID71%16
Notes:“When
it
comesto
yogurt,which
ofthe
following
brands
are
youlikely
to
consume
againin
the
future?”;
Multi
Pick;Base:n=317,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Patanjali
has
a
score
of
32%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofPatanjaliRank#
BrandBuzz%82%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Amul2Mother
DairyBritanniaNestle
a+MilkyMistArokya53%32%350%Outofconsumers
who
knew
thebrand,
32%
saidtheyhadheardaboutPatanjaliinthe
media.
Thisranksthemeighthcompared
to
other
brandssurveyed
inthismarket.440%537%634%7HappyMilkPatanjaliHatsun34%68%832%931%BuzzN/A10Gokul28%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=1,079,
respondents
who
know
the
individual
brand
(Buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024STATISTACONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe
Statista
Consumer
Insights,
youget
access
tostreamlinedmarketresearchtoolsandallresultsofthe
exclusiveStatista
surveys.
Leverage
consumerinsightstomakedata-drivendecisions
andunlocknewgrowthopportunities.•
Identifyandunderstandyourcoreau
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