Brand KPIs for yogurt Nesfit in Brazil-外文版培訓課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Nesfit

in

BrazilConsumer

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

Nesfit’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

202485%

of

Nesfit

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Nesfit’sbrandingresonates

more

with

Millennials?Nesfit

generally

appealsto

women

more

than

men?Nesfit

ranksoutside

the

Top

10

inawareness

withinthe

yogurt

market?Thepopularity

ratingof

Nesfit

is41%?Among

Nesfit

enthusiasts,38%

fallunderthe

high-income

category?Nesfit

ranksoutside

the

Top

10

inconsumption?Interms

of

loyalty,Nesfit

is

eighthinBrazil?Nesfit

hasascore

of22%

formedia

buzz?Consumers

want

theiryogurt

brandsto

havereliability,

authenticity,and

honesty

/trustworthiness3Sources:

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

Nesfit

at

85%Brand

profile:

snapshotBrand

performance

of

Nesfit

inBrazil85%81%41%29%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,015,

respondents

who

know

the

individual

brand

(popularity),

n=1,015,

respondents

whoknow

the

individual

brand(consumption),

n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,015,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nesfit’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNesfit

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatNesfit

islikedby5%

of

Babyboomers

and28%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.30%28%27%25%ForMillennials

andGen

Z,

41%

and

25%

feel

positivelytowards

Nesfit,versus

38%

and30%.

Socurrently,

forNesfit,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=419,

Nesfit

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nesfit

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nesfit

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,

Nesfit

hasahigherproportionof

LGBTQIA+consumers

when10%8%63%

ofwomen

likeNesfit

compared

to37%

ofmen,

whereas

for

the

overallindustry,52%

of

women

consume

yogurtcompared

to

48%

of

men.52%48%63%89%89%compared

to

theindustryusers

ingeneral.10%

ofNesfit

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.37%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=419,

Nesfit

enthusiast,n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nesfit

enthusiasts,

38%

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.7%7%Single34%38%11%14%CoupleSingleparentNuclear38%

ofNesfit

enthusiastsarefrom

high-income

households.Nesfit’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

40%

ofNesfit

enthusiastshavethiscurrent

livingsituation.7%7%35%31%40%34%38%Multi-generational12%9%23%25%ExtendedOther24%1%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=419,

Nesfit

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

reliability,

authenticity,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

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

consumers

alsoappreciate

thesekey

attributes,indicating

Nesfit

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatNesfit

enthusiastsareleast

focused

onare

high

valueandcleverness.ReliabilityExclusivityNesfit

shouldwork

on

promotingauthenticityto

convert

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=296,

Nesfit

consumers’,n=419,

Nesfit

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Nesfit

fans,

55%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?64%55%52%46%44%40%38%34%32%30%29%27%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=419,

Nesfit

enthusiast,

n=1,208,

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.1185%

of

Nesfit

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinBrazil

is

76%.

Awareness

of

Nesfit,however,isat81%.Awareness41%

ofBrazilian

yogurt

consumers

saytheylikeNesfit,compared

to

anindustryaverage

brandpopularity

of43%.28%

ofindustryconsumers

inBrazil

saythey

consumeNesfit,with

the

average

consumption

of

abrandat34%.BuzzPopularity85%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of83%.Nesfit

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of22%compared

to

23%.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=1,247,

all

respondents

(awareness),

n=1,015,

respondents

who

know

the

individual

brand

(popularity),

n=1,015,

respondents

whoknow

the

individual

brand(consumption),

n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,015,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nesfit

ranks

outside

the

Top

10

in

awareness

within

the

yogurt

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNesfitRank#

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.1DanoneNinho97%96%96%95%93%92%91%91%90%84%19%23DanoninhoVigor

GregoActivia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ChambinhoChamytoItambé78Outofallrespondents,

81%

were

aware

of

Nesfit.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.81%9BatavoAwarenessN/A10Neston13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Nesfit

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNesfitRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DanoneVigor

GregoDanoninhoActivia78%64%61%61%53%52%51%47%45%43%2341%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

Nesfit.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Batavo6Ninho59%7ChambinhoYoPro89ItambéPopularityN/A10Chamyto14

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,015,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nesfit

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofNesfitRank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1DanoneVigor

GregoActivia252%29%350%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Nesfit.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Batavo46%5DanoninhoYoPro46%640%7Ninho39%71%8Itambé38%9ChambinhoChamyto37%UsageN/A1034%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,015,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Nesfit

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNesfit’sconsumersRank#

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.1ActiviaDanoneVigor

GregoNinho15%288%388%486%5Viv86%6Piá86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7YoPro86%8Nesfit85%85%9BatavoDanoninho84%Outofrespondents

whohaveconsumed

Nesfit,

85%saidthey

would

consume

the

brandagain.LoyaltyN/A1084%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=296,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Nesfit

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNesfitRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Activia22%2DanoneVigor

GregoYoPro45%336%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutNesfit

inthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.433%5DanoninhoNinho32%630%7Batavo25%8Nesfit22%78%9ChambinhoItambé22%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,015,

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.?

Identifyandunderstandyourcoreaudiences