brand kpis fuer eistee straight up tea in den vereinigten staaten-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Straight

upTe

a

in

the

United

StatesConsumer

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.

5000Ourdataallows

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

Straightup

Tea’s

performanceinthe

iced

tea

market.Fieldwork:April-May

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

202464%

of

Straight

up

Tea

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Straight

upTea’s

branding

resonates

more

with?Straight

upTea

ranksoutside

the

Top

10

inMillennialsawareness

withintheiced

tea

market?Straight

upTea

generally

appealstomen

more

than?Thepopularity

ratingof

Straight

upTea

is23%women?Straight

upTea

ranksoutside

the

Top

10

in?Among

Straight

upTea

enthusiasts,37%

fallunderconsumptionthe

high-income

category?Interms

of

loyalty,Straightup

Tea

is

outsidethe

Top?Consumers

want

theiriced

tea

brandsto

have10

inthe

UnitedStatesauthenticity,highvalue,and

honesty

/trustworthiness?Straight

upTea

hasascore

of16%

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

Straight

up

Tea

at

64%Brand

profile:

snapshotBrand

performance

of

Straight

up

TeaintheUnitedStates64%27%23%18%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),

n=331,

respondents

who

know

the

individual

brand

(popularity),

n=331,

respondents

whoknow

the

individual

brand(consumption),

n=59,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=331,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Straight

up

Te

a’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeStraightup

Tea

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatStraightupTea

islikedby4%

ofBaby

boomersand18%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

28%,

respectively.36%30%28%26%18%ForMillennials

andGen

Z,

47%

and

30%

feel

positivelytowards

Straightup

Tea,

versus

36%

and26%.

Socurrently,

forStraightup

Tea,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.10%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=76,

Straightup

Teaenthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Straight

up

Tea

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Straightup

Tea

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Straightup

Tea

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.39%61%49%51%61%

ofmen

likeStraightup

Teacompared

to

39%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

iced

tea

compared

to

49%

ofwomen.84%12%

ofStraightupTea

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=76,

Straightup

Teaenthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Straight

up

Tea

enthusiasts,

37%

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.16%Single24%25%31%37%32%37%12%17%CoupleSingleparentNuclear37%

ofStraightupTea

enthusiastsarefrom

high-income

households.StraightupTea’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

25%

ofStraightupTea

enthusiastshavethiscurrent

living

situation.12%12%34%17%Multi-generational8%5%14%19%29%ExtendedOther13%7%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=76,

Straightup

Teaenthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

authenticity,

high

value,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

honesty

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

Tea

consumers

alsoappreciate

these

key

attributes,indicating

StraightupTea

exudesthesequalities.SocialCoolnessresponsibilityThequalitiesthatStraight

upTeaenthusiastsare

least

focused

on

aresocial

responsibility

and

inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessStraightup

Tea

should

work

onpromoting

thrill/excitement

toconvertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=59,

Straightup

Teaconsumers’,

n=76,

Straightup

Tea

enthusiast,

n=1,072,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Straight

up

Tea

fans,

53%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?53%50%47%41%40%38%38%33%27%21%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=76,

Straightup

Tea

enthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1164%

of

Straight

up

Tea

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinthe

United

Statesis56%.

Awareness

ofStraightup

Tea,

however,

isat27%.Awareness23%

ofU.S.

iced

teaconsumers

saytheylikeStraightupTea,

compared

toanindustryaverage

brandpopularity

of37%.18%

ofindustryconsumers

intheUnited

Statessaythey

consume

Straightup

Tea,

with

the

averageconsumption

ofabrandat30%.BuzzPopularity64%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.Straightup

Tea

hasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),

n=331,

respondents

who

know

the

individual

brand

(popularity),

n=331,

respondents

whoknow

the

individual

brand(consumption),

n=59,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=331,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Straight

up

Tea

ranks

outside

the

Top

10

in

awareness

within

the

iced

teamarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofStraight

up

TeaRank#

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.1Lipton93%89%87%86%83%83%76%50%47%46%2SnappleAriZonaPure

LeafNestea27%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Brisk7Gold

PeakHonestTeaMilo's73%8Outofallrespondents,

27%

were

aware

of

Straight

upTea.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A10TurkeyHill13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Straight

up

Tea

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofStraight

up

TeaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lipton61%59%51%48%47%47%43%38%32%31%23%2AriZonaBrisk34Gold

PeakPure

LeafSnappleMilo'sOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

Straightup

Tea.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.56777%8Nestea9Fuze

TeaHonestTeaPopularityN/A1014

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=331,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Straight

up

Tea

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofStraight

upTeaRank#

BrandUsage

%53%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Lipton18%2AriZonaBrisk52%343%Outofconsumers

who

knew

thebrand,

18%

saidtheyconsumed

Straightup

Tea.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4Gold

PeakPure

LeafMilo's40%538%636%7SnappleNestea35%828%82%9JoeTeaHonestTea27%UsageN/A1025%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=331,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Straight

up

Tea

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofStraight

upTea’sconsumersRank#

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.1AriZonaSnappleTAZO287%385%36%4Lipton85%5Brisk84%6Pure

LeafGold

PeakMilo's83%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.782%882%9NesteaTurkeyHill80%Outofrespondents

whohaveconsumed

StraightupTea,

64%

saidthey

would

consume

the

brandagain.LoyaltyN/A1078%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=59,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Straight

up

Tea

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofStraight

upTeaRank#

BrandBuzz%36%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AriZonaLipton16%236%3Brisk29%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutStraightupTea

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Gold

PeakSnappleJoeTea26%525%625%7HonestTeaFuze

TeaPure

LeafMilo's24%823%84%922%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=331,

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-drivendec