Brand KPIs for yogurt Oykos in the United Kingdom-外文版培訓課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Oykos

in

theUnited

KingdomConsumer

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

Oykos’

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

202475%

of

Oykosconsumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Oykos’

branding

resonates

more

with

Millennials?Oykosgenerally

appealstowomen

more

than

men?Oykosranksoutsidethe

Top

10

inawareness

withinthe

yogurt

market?Thepopularity

ratingof

Oykosis30%?Oykosranksseventh

inconsumption?Among

Oykosenthusiasts,45%

fallunderthe

high-income

category?Consumers

want

theiryogurt

brandsto

havehigh?Interms

of

loyalty,Oykos

istenthinthe

Unitedvalue,honesty

/trustworthiness,

andreliabilityKingdom?Oykoshasascore

of

10%

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

Oykos

at

75%Brand

profile:

snapshotBrand

performance

of

OykosintheUnited

Kingdom75%56%30%25%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=700,

respondents

who

know

the

individual

brand

(popularity),

n=700,

respondents

whoknow

the

individual

brand(consumption),

n=174,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=700,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Oykos’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeOykos

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatOykosislikedby10%

ofBaby

boomers

and32%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.30%25%20%ForMillennials

andGen

Z,

37%

and

20%

feel

positivelytowards

Oykos,

versus

35%

and25%.

Socurrently,

forOykos,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%

10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=211,

Oykosenthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Oykos

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Oykos

shows

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,

Oykoshasahigher9%11%60%

ofwomen

likeOykoscompared

to40%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

yogurtcompared

to

49%

of

men.51%49%60%proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.88%88%11%

ofOykos

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.40%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=211,

Oykosenthusiast,n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Oykos

enthusiasts,

45%

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.15%18%Single37%24%21%45%CoupleSingleparentNuclear45%

ofOykos

enthusiastsare

fromhigh-income

households.Oykos’

brandisgenerally

enjoyed

morebyconsumers

who

arepartof

acouplehousehold,

24%

ofOykos

enthusiastshavethiscurrent

livingsituation.8%9%35%32%33%30%26%Multi-generational4%2%13%13%ExtendedOther28%2%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=211,

Oykosenthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andreliability.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Oykosconsumers

alsoappreciate

thesekey

attributes,indicating

Oykos

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatOykosenthusiastsareleast

focused

onare

thrill/excitementandexclusivity.ReliabilityExclusivityOykosshould

work

on

promoting

socialresponsibility

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=174,

Oykosconsumers’,n=211,

Oykosenthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Oykos

fans,

30%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?46%37%32%31%30%24%24%24%20%18%

18%17%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=211,

Oykosenthusiast,

n=1,103,

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.1175%

of

Oykosconsumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinthe

United

Kingdom

is

62%.

Awareness

ofOykos,

however,

isat56%.Awareness30%

ofUK

yogurt

consumers

saytheylikeOykos,compared

to

anindustryaverage

brandpopularity

of30%.25%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Oykos,

withtheaverage

consumptionof

abrand

at25%.BuzzPopularity75%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Oykoshasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of10%

compared

to15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

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

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=700,

respondents

who

know

the

individual

brand

(popularity),

n=700,

respondents

whoknow

the

individual

brand(consumption),

n=174,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=700,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Oykos

ranks

outside

the

Top

10

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofOykosRank#

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.1MüllerActimelActiviaAlpro90%85%85%84%75%75%75%70%70%69%23444%5Yeo

ValleySkiUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%67OnkenSkyr8Outofallrespondents,

56%

were

aware

of

Oykos.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9BenecolArlaProteinAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Oykosis

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofOykosRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Müller56%44%41%36%35%33%33%30%28%28%2Activia30%3ActimelYeo

ValleyOnken4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Oykos.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56Alpro7Ski70%8Oykos9CreamfieldsLight

&FreePopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=700,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Oykos

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofOykosRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Müller2Activia36%25%3ActimelYeo

ValleyAlpro35%Outofconsumers

who

knew

thebrand,

25%

saidtheyconsumed

Oykos.

Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.430%528%6Onken25%7Oykos25%75%8Light

&FreeCreamfieldsRachel's24%924%UsageN/A1023%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=700,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Oykosis

tenth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofOykos’

consumersRank#

BrandLoyalty

%90%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.1Müller2Yeo

ValleyActimelActivia87%25%386%484%5Onken83%6Yoplait

PetitsFilousSki79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%75%8Rachel'sAlpro76%976%Outofrespondents

whohaveconsumed

Oykos,

75%saidthey

would

consume

the

brandagain.LoyaltyN/A10Oykos75%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=174,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Oykos

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofOykosRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Müller10%2Actimel27%3Activia27%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutOykos

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Alpro21%5BiotifulGut

HealthBenecol17%615%7GetPro15%8ArlaProteinYeo

ValleyLindahl's14%90%Buzz913%N/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=700,

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.?

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