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CONSUMER&
BRANDBrandKPIs
for
spreads:
Pip
&
Nut
inthe
United
KingdomConsumer
Insights
reportNovember2024Discover
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
Pip&Nut’sperformance
inthespread
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,
asofNovember202477%
of
Pip
&
Nut
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Pip&Nut’sbrandingresonates
more
withMillennials
?Pip&Nut
ranksoutsidetheTop10
inawarenesswithin
the
spread
market?Pip&Nut
generally
appealsto
men
more
thanwomen?Thepopularity
ratingof
Pip&Nut
is
30%?Among
Pip&Nut
enthusiasts,49%
fallunderthe?Pip&Nut
ranksoutsidetheTop10
inconsumptionhigh-income
category?Interms
of
loyalty,Pip&Nutisoutside
the
Top
10
in?Consumers
want
theirspread
brandstohavethe
United
Kingdomreliability,
high
value,andhonesty
/trustworthiness?Pip&Nut
hasascore
of
11%
formedia
buzz3Sources:
Statista
Consumer
Insights
Global,
asofNovember2024CHAPTER
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
Pip
&
Nut
at
77%Brand
profile:
snapshotBrand
performance
of
Pip&NutintheUnited
Kingdom77%34%30%19%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spreads
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,246,
all
respondents
(awareness),
n=426,
respondents
who
know
the
individual
brand
(popularity),
n=426,
respondents
whoknow
the
individual
brand(consumption),
n=81,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=426,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024Pip
&
Nut’s
branding
resonates
more
with
MillennialsBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations43%Withthatinmind,when
looking
atthe
shareofconsumers
who
likePip&Nutbygeneration
versus
theshareof
industryusers
ingeneral,
we
cansee
thatPip&Nutislikedby
6%
of
Baby
boomers
and25%
ofGenXers,
whereas
thetotalshareof
industryusers
is11%and29%,
respectively.34%29%26%25%25%ForMillennials
andGen
Z,
43%
and
26%
feel
positivelytowards
Pip&Nut,versus
34%
and
25%.
Socurrently,forPip&Nut,Millennials
connect
most
withtheirbrandcompared
tothe
overall
industryuser.11%6%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestospreads,
which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=126,
Pip
&Nut
enthusiast,
n=1,157,
spreadconsumersSources:
Statista
Consumer
Insights
Global,
asofNovember2024Pip
&
Nut
generally
appeals
to
men
morethan
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Pip&Nutshows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof7%8%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Pip&Nuthasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.49%51%51%
ofmen
likePip&Nutcompared
to49%
ofwomen,
whereas
fortheoverallindustry,51%
of
women
consumespreadscompared
to49%
of
men.51%49%92%90%7%
of
Pip&Nut
enthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to8%
amongindustryusers
overall.Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
spreads,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;
Base:
n=126,
Pip
&Nutenthusiast,
n=1,157,
spreadconsumersSources:
Statista
Consumer
Insights
Global,
asofNovember2024Among
Pip
&
Nut
enthusiasts,
49%
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.18%18%Single35%12%20%CoupleSingleparentNuclear49%
ofPip&Nut
enthusiastsarefromhigh-income
households.Pip&Nut’sbrandisgenerally
enjoyedmore
byconsumers
who
arepartof
anuclearhousehold,
46%
of
Pip
&Nutenthusiastshavethiscurrent
livingsituation.49%9%10%46%35%31%30%29%Multi-generational2%3%10%16%ExtendedOther22%2%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
spreads,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=126,
Pip&Nut
enthusiast,
n=1,157,
spreadconsumersSources:
Statista
Consumer
Insights
Global,
asofNovember2024Consumers
want
their
spread
brands
to
have
reliability,
high
value,
and
honesty/
trustworthinessBrand
profile:
qualitiesQualitiesconsumerswant
from
spread
brandsForspreads,
the
top
three
qualitiesconsumers
want
fromabrandarereliability,
high
value,andhonesty
/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Pip&Nutconsumers
alsoappreciatethese
key
attributes,indicatingPip&Nutexudes
thesequalities.SocialresponsibilityCoolnessThequalitiesthatPip&Nut
enthusiastsareleast
focused
on
arethrill/excitement
andboldness.ReliabilityExclusivityPip&Nutshouldwork
onpromotinghighvalueto
convert
enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When
it
comesto
spreads,which
ofthese
aspects
are
mostimportant
to
you?”;Multi
Pick;
“When
it
comes
tospreads,
which
of
the
following
brands
do
youlike?”;Multi
Pick;
“When
it
comes
tospreads,
which
ofthefollowing
brands
have
youconsumed
in
the
past
12
months?”;
Multi
Pick;Base:n=81,
Pip
&Nut
consumers’,n=126,
Pip
&Nut
enthusiast,
n=1,157,
spreadconsumersSources:
Statista
Consumer
Insights
Global,
asofNovember2024Among
Pip
&
Nut
fans,
32%
state
that
they
get
excited
about
spread
productsBrand
profile:
attitudesWhat
doconsumersthink
ofspreadsingeneral?44%40%35%34%32%25%21%19%19%19%17%15%Sustainability
is
Ivaluealow
priceimportant
to
me
over
highqualityIamwellinformedIrely
onbrands
Iget
excited
about
IliketotalkaboutIknow
and
trust
spread
products
topicsrelating
tospreadsBrand
enthusiastIndustryuser10
Notes:“Which
ofthese
statements
about
spreads
do
youagreewith?”;
Multi
Pick;“When
it
comesto
spreads,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=126,
Pip&Nut
enthusiast,
n=1,157,
spreadconsumersSources:
Statista
Consumer
Insights
Global,
asofNovember2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1177%
of
Pip
&
Nut
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
spreads,
the
average
awareness
ofabrandinthe
United
Kingdom
is
56%.
Awareness
of
Pip&Nut,
however,
isat34%.Awareness30%
ofUK
spread
consumers
saytheylikePip&Nut,compared
to
anindustryaverage
brandpopularity
of34%.19%
ofindustryconsumers
intheUnited
Kingdom
saythey
consume
Pip&Nut,with
the
averageconsumption
ofabrandat27%.BuzzPopularity77%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of78%.Pip&Nuthasbeen
noticed
lessinthe
mediacompared
to
other
brands,with
a“Buzz”score
of11%compared
to
14%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Spreads
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,246,
all
respondents
(awareness),
n=426,
respondents
who
know
the
individual
brand
(popularity),
n=426,
respondents
whoknow
the
individual
brand(consumption),
n=81,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=426,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024Pip
&
Nut
ranks
outside
the
Top
10
in
awareness
within
the
spread
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofPip
&NutRank#
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.1CadburryNutella94%93%89%87%84%80%77%68%62%49%234%3PhiladelphiaDairylea45MarmiteHartley'sLotus
BiscoffSun-PatUsingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.666%78Outofallrespondents,
34%
were
aware
of
Pip
&Nut.Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.9RowseAwarenessN/A10WholeEarth13
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,246,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024The
popularity
rating
of
Pip
&
Nut
is
30%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofPip
&NutRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Nutella56%56%50%49%40%39%38%35%33%30%2CadburryPhiladelphiaDairylea30%34Outofconsumers
who
knew
thebrand,
30%
saidtheyliked
Pip&Nut.Thisranksthem
tenth
compared
toother
brandssurveyed
inthismarket.5Lotus
BiscoffHartley's67BonneMamanSun-Pat70%89MarmitePopularityN/A10Pip&Nut14
Notes:“When
it
comesto
spreads,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=426,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024Pip
&
Nut
ranks
outside
the
Top
10
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofPip&NutRank#
BrandUsage
%47%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
spreads,
which
of
the
following
brandshaveyou
consumed
inthe
past12
months?”.1Nutella19%2PhiladelphiaCadburryDairylea44%342%Outofconsumers
who
knew
thebrand,
19%
saidtheyconsumed
Pip&Nut.Thisranksthemoutsidethe
Top10
compared
toother
brandssurveyed
inthismarket.442%5Lotus
BiscoffHartley'sMarmite31%631%729%8BonneMamanSun-Pat27%81%925%UsageN/A10Hilltop25%15
Notes:“When
it
comesto
spreads,which
ofthe
following
brands
have
you
consumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=426,respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofNovember2024In
terms
of
loyalty,Pip
&
Nut
is
outside
the
Top
10
in
the
United
KingdomBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofPip&Nut’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.1Philadelphia23%2Nutella90%3MarmiteBonneMamanDairylea89%487%587%6Sun-Pat86%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
spreads,
which
ofthe
following
brandsareyou
likely
to
consume
againinthe
future?”.7WholeEarthCadburryRowse84%77%883%981%Outofrespondents
whohaveconsumed
Pip&Nut,77%
saidthey
would
consume
the
brandagain.LoyaltyN/A10Meridian79%16
Notes:“When
it
comesto
spreads,which
ofthe
following
brands
areyoulikely
toconsume
again
in
the
future?”;
Multi
Pick;
Base:
n=81,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024Pip
&
Nut
has
a
score
of
11%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofPip&NutRank#
BrandBuzz%31%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1CadburryNutella11%226%3DairyleaPhiladelphiaLotus
BiscoffHilltop22%Outofconsumers
who
knew
thebrand,
11%
saidtheyhadheardaboutPip&Nut
inthemedia.
ThisranksthemoutsidetheTop10
compared
to
other
brandssurveyed
inthismarket.419%518%617%7JimJamsMackaysMarmiteManiLife17%815%89%914%BuzzN/A1014%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=426,
respondents
who
know
the
individual
brand
(Buzz)Sources:
Statista
Consumer
Insights
Global,
asofNovember2024STATISTACONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe
Statista
Consumer
Insights,
youget
access
tostreamlinedmarketresearchtoolsandallresultsofthe
exclusiveStatista
surveys.
Leverage
consumerinsightstomakedata-drivendecisions
andunlocknewgrowthopportunities.?
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