Brand KPIs for yogurt Vitalinea in Mexico-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Vitalinea

inMexicoConsumer

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

Vitalinea’s

performance

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

202474%

of

Vitalinea

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Vitalinea’s

branding

resonates

more

with

Gen

X?Vitalinea

generally

appealstowomen

more

than

men?Vitalinea

rankstenthinawareness

within

the

yogurtmarket?Thepopularity

ratingof

Vitalinea

is30%?Vitalinea

rankstenthinconsumption?Among

Vitalinea

enthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theiryogurt

brandsto

have?Interms

of

loyalty,Vitalinea

isoutsidetheTop10

inauthenticity,reliability,

and

honesty

/trustworthinessMexico?Vitalinea

hasascore

of25%

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.4Loyalty

is

the

highest

scoring

KPI

for

Vitalinea

at

74%Brand

profile:

snapshotBrand

performance

of

VitalineainMexico74%60%30%25%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=749,

respondents

who

know

the

individual

brand

(popularity),

n=749,

respondents

whoknow

the

individual

brand(consumption),

n=156,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=749,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vitalinea’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVitalinea

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatVitalineaislikedby3%

ofBaby

boomers

and

39%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.37%35%25%ForMillennials

andGen

Z,

43%

and

15%

feel

positivelytowards

Vitalinea,

versus

37%

and35%.

Socurrently,forVitalinea,

Gen

Xconnects

most

withtheir

brandcompared

to

theoverall

industryuser.15%4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=225,

Vitalinea

enthusiast,

n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vitalinea

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Vitalinea

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Vitalinea

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%61%61%

ofwomen

likeVitalinea

comparedto39%

of

men,whereas

fortheoverallindustry,51%

of

women

consume

yogurtcompared

to

49%

of

men.90%88%6%

of

Vitalinea

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.39%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=225,

Vitalinea

enthusiast,n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Vitalinea

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.2%6%Single32%36%32%34%10%15%CoupleSingleparentNuclear34%

ofVitalinea

enthusiastsare

fromhigh-income

households.Vitalinea’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

48%

of

Vitalineaenthusiastshavethiscurrent

livingsituation.8%7%48%40%33%Multi-generational12%10%16%25%ExtendedOther26%3%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

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=225,

Vitalinea

enthusiast,

n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

authenticity,

reliability,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Vitalinea

consumers

alsoappreciatethese

key

attributes,indicatingVitalineaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatVitalinea

enthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityVitalinea

should

work

on

promotingfriendliness

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=156,

Vitalinea

consumers’,

n=225,

Vitalinea

enthusiast,n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Vitalinea

fans,

35%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?65%53%39%35%33%32%29%28%26%21%20%20%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=225,

Vitalinea

enthusiast,

n=1,199,

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.1174%

of

Vitalinea

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinMexico

is67%.

Awareness

of

Vitalinea,however,

is

at60%.Awareness30%

ofMexican

yogurt

consumers

say

theylikeVitalinea,

compared

toanindustryaverage

brandpopularity

of43%.21%

ofindustryconsumers

inMexico

say

theyconsume

Vitalinea,

with

the

average

consumption

of

abrandat36%.BuzzPopularity74%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.Vitalinea

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

25%

comparedto33%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=749,

respondents

who

know

the

individual

brand

(popularity),

n=749,

respondents

whoknow

the

individual

brand(consumption),

n=156,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=749,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vitalinea

ranks

tenth

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVitalineaRank#

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.1Lala97%96%96%95%94%91%82%79%66%60%2Yoplait3DanoneAlpura40%45DanoninoActiviaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.660%7NutriyoghurtOikos8Outofallrespondents,

60%

were

aware

of

Vitalinea.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9SofúlLTVitalineaAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Vitalinea

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVitalineaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DanoneYoplaitOikos73%67%63%60%60%54%53%37%30%28%230%34LalaOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

Vitalinea.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.5DanoninoAlpuraActivia6770%8ChobaniVitalineaSofúlLT9PopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=749,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vitalinea

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofVitalineaRank#

BrandUsage

%61%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1DanoneYoplaitLala21%259%353%Outofconsumers

who

knew

thebrand,

21%

saidtheyconsumed

Vitalinea.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.4Oikos50%5DanoninoAlpuraActiviaChobaniFage48%647%745%829%79%921%UsageN/A10Vitalinea21%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=749,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Vitalinea

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVitalinea’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.1Oikos2Fage87%26%3ChobaniYoplaitLala85%484%583%6Alpura82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Activia82%74%8DanoneFlor

deAlfalfaDanonino81%980%Outofrespondents

whohaveconsumed

Vitalinea,74%

saidthey

would

consume

the

brandagain.LoyaltyN/A1078%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=156,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Vitalinea

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVitalineaRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Lala2DanoneActivia55%25%354%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutVitalinea

inthe

media.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.4DanoninoAlpuraOikos51%549%647%7YoplaitSofúlLTVitalineaChobani41%75%826%925%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=749,

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.?

Identifyandunderstandyourcoreaudie