Brand KPIs for yogurt The Vegan Cow in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

The

Vegan

Cowin

GermanyConsumer

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

TheVegan

Cow’s

performanceinthe

yogurt

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

202471%

of

The

Vegan

Cow

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??TheVegan

Cow’s

brandingresonates

more

with?TheVegan

Cow

ranksoutsidetheTop10

inMillennialsawareness

withintheyogurt

market?TheVegan

Cow

generally

appealsto

women

more?Thepopularity

ratingof

TheVegan

Cowis

18%than

men?TheVegan

Cow

ranksoutsidetheTop10

in?Among

TheVegan

Cowenthusiasts,26%

fallunderconsumptionthe

high-income

category?Interms

of

loyalty,TheVegan

Cow

isoutside

the

Top?Consumers

want

theiryogurt

brandsto

havehigh10

inGermanyvalue,honesty

/trustworthiness,

andsustainability?TheVegan

Cow

hasascore

of

8%

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

forThe

Vegan

Cow

at

71%Brand

profile:

snapshotBrand

performance

of

The

Vegan

Cow

inGermany71%19%18%15%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=185,

respondents

who

know

the

individual

brand

(popularity),

n=185,

respondents

whoknow

the

individual

brand(consumption),

n=35,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=185,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Vegan

Cow

’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations52%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTheVegan

Cow

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatTheVegan

Cowislikedby9%

ofBabyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

13%

and

33%,

respectively.33%33%22%21%ForMillennials

andGen

Z,

52%

and

18%

feel

positivelytowards

TheVegan

Cow,

versus

33%

and

22%.

Socurrently,

forTheVegan

Cow,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.18%13%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=33,

The

VeganCow

enthusiast,

n=1,167,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Vegan

Cow

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TheVegan

Cow

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TheVegan

Cow

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.21%50%50%55%55%

ofwomen

likeTheVegan

Cowcompared

to

45%

of

men,whereas

forthe

overall

industry,50%

of

womenconsume

yogurt

compared

to

50%

ofmen.85%70%21%

ofTheVegan

Cowenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.45%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=33,

The

VeganCowenthusiast,

n=1,167,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

The

Vegan

Cow

enthusiasts,

26%

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.45%Single27%26%26%33%35%32%15%CoupleSingleparentNuclear26%

ofTheVegan

Cowenthusiastsarefrom

high-income

households.TheVegan

Cow’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

45%

ofTheVegan

Cowenthusiastshavethiscurrent

living

situation.12%9%48%9%24%Multi-generational0%1%9%10%ExtendedOther26%9%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

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=33,

The

VeganCow

enthusiast,

n=1,167,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

high

value,

honesty

/trustworthiness,

and

sustainabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%TheVegan

Cow

consumers

alsoappreciate

these

key

attributes,indicating

TheVegan

Cowexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatTheVegan

Cowenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessTheVegan

Cow

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.HighvalueHonesty/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=35,

The

VeganCow

consumers’,

n=33,

The

VeganCow

enthusiast,

n=1,167,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

The

Vegan

Cow

fans,

45%

state

that

they

get

excited

about

yogurtproductsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?61%45%39%39%36%35%32%30%23%21%15%15%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=33,

The

VeganCow

enthusiast,

n=1,167,

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.1171%

of

The

Vegan

Cow

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinGermany

is65%.

Awareness

ofTheVeganCow,

however,

is

at15%.Awareness18%

ofGerman

yogurt

consumers

saytheylikeTheVegan

Cow,

compared

to

anindustryaverage

brandpopularity

of33%.19%

ofindustryconsumers

inGermany

saytheyconsume

TheVegan

Cow,

with

theaverageconsumption

ofabrandat27%.BuzzPopularity71%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.TheVegan

Cow

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of8%compared

to

16%.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=1,248,

all

respondents

(awareness),

n=185,

respondents

who

know

the

individual

brand

(popularity),

n=185,

respondents

whoknow

the

individual

brand(consumption),

n=35,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=185,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Vegan

Cow

ranks

outside

the

Top

10

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTheVegan

CowRank#

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.1Müller93%92%91%88%88%86%86%84%81%80%15%2Dr.

OetkerLandliebeNestlé345EhrmannActiviaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67DanoneBauer8Outofallrespondents,

15%

were

aware

of

TheVeganCow.

Thisranksthemoutside

the

Top

10

compared

toother

brandssurveyed

inthismarket.85%9ZottAwarenessN/A10Weihenstephan13

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

The

Vegan

Cow

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTheVeganCowRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1EhrmannLandliebeBauer54%54%52%44%43%40%37%33%31%31%18%234Dr.

OetkerDanoneOutofconsumers

who

knew

thebrand,

18%

saidtheyliked

TheVegan

Cow.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.56Müller7Zott8WeihenstephanActivia82%9PopularityN/A10Berchtesgadener

Land14

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=185,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Vegan

Cow

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofThe

Vegan

CowRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Bauer19%2LandliebeEhrmannDr.

OetkerDanoneMüller43%343%Outofconsumers

who

knew

thebrand,

19%

saidtheyconsumed

TheVegan

Cow.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.437%537%635%7Elinas29%8Activia28%81%9Zott28%UsageN/A10Alpro27%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=185,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

The

Vegan

Cow

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThe

Vegan

Cow’s

consumersRank#

BrandLoyalty

%91%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.1Zott2WeihenstephanS?bbeke88%29%388%4Elinas87%5LandliebeMüller86%684%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7EhrmannBauer84%71%884%9LünebestBerchtesgadener

Land83%Outofrespondents

whohaveconsumed

TheVeganCow,

71%

saidtheywould

consume

thebrand

again.LoyaltyN/A1081%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=35,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

Vegan

Cow

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThe

Vegan

CowRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1Dr.

OetkerActivia225%3LandliebeBauer24%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutTheVegan

Cowinthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.424%5EhrmannMüller24%622%7Alpro21%8Danone17%92%9WeihenstephanAndechser16%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=185,

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

andunlocknewgrow