Brand KPIs for spreads Peanut Butter Co. in the united states-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

spreads:

Peanut

Butter&

Co.

in

the

United

StatesConsumer

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

PeanutButter&Co.’sperformance

inthe

spread

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,

asofNovember202479%

of

Peanut

Butter

&

Co.

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??PeanutButter&Co.’sbrandingresonates

more

with?PeanutButter&Co.

ranksoutside

the

Top

10

inMillennialsawareness

withinthespread

market?PeanutButter&Co.

generally

appealstomen

more?Thepopularity

ratingof

PeanutButter&Co.

is30%than

women?PeanutButter&Co.

ranksoutside

the

Top

10

in?Among

PeanutButter

&Co.

enthusiasts,43%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,PeanutButter&Co.is

outsidethe?Consumers

want

theirspread

brandstohavehighTop

10intheUnitedStatesvalue,reliability,

and

authenticity?PeanutButter&Co.

hasascore

of18%

formediabuzz3Sources:

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

Peanut

Butter

&

Co.at

79%Brand

profile:

snapshotBrand

performance

of

PeanutButter&Co.

intheUnited

States79%38%30%23%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spreads

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=473,

respondents

who

know

the

individual

brand

(popularity),

n=473,

respondents

whoknow

the

individual

brand(consumption),

n=110,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=473,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Peanut

Butter

&

Co.’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePeanutButter&Co.bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatPeanutButter

&Co.

islikedby3%

ofBabyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

29%,

respectively.35%29%29%26%21%ForMillennials

andGen

Z,

47%

and

29%

feel

positivelytowards

PeanutButter&Co.,versus

35%

and26%.

Socurrently,

forPeanutButter&Co.,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.10%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospreads,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=140,

Peanut

Butter

&Co.enthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Peanut

Butter

&

Co.

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PeanutButter&Co.shows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%86%15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

PeanutButter&Co.

hasahigherproportion

ofLGBTQIA+43%57%49%51%56%

ofmen

likePeanutButter&Co.compared

to

43%

of

women,

whereasfortheoverall

industry,51%

of

menconsume

spreads

compared

to49%

ofwomen.82%consumers

when

compared

totheindustryusers

ingeneral.15%

ofPeanutButter

&Co.

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to12%among

industryusers

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=140,

Peanut

Butter

&Co.enthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Peanut

Butter

&

Co.

enthusiasts,

43%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.14%Single24%34%11%43%CoupleSingleparentNuclear43%

ofPeanutButter

&Co.

enthusiastsarefrom

high-income

households.PeanutButter&Co.’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

29%

ofPeanutButter&Co.

enthusiastshavethiscurrent

living

situation.15%14%11%29%36%30%27%21%Multi-generational5%5%22%19%30%ExtendedOther5%6%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=140,

Peanut

Butter

&Co.

enthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

spread

brands

to

have

high

value,

reliability,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

spread

brandsForspreads,

the

top

three

qualitiesconsumers

want

fromabrandare

highvalue,reliability,

and

authenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessPeanutButter&Co.consumers

alsoappreciate

these

key

attributes,indicating

PeanutButter

&Co.

exudesthese

qualities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatPeanut

Butter

&Co.enthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityPeanutButter&Co.should

work

onpromoting

highvalueto

convertenthusiastsintoowners.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=110,

Peanut

Butter&Co.

consumers’,n=140,

Peanut

Butter&Co.

enthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Peanut

Butter

&

Co.

fans,

42%

state

that

they

get

excited

about

spreadproductsBrand

profile:

attitudesWhat

doconsumersthink

ofspreadsingeneral?47%42%39%35%32%31%31%21%20%20%19%18%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=140,

Peanut

Butter&Co.

enthusiast,

n=1,150,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Peanut

Butter

&

Co.

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spreads,

the

average

awareness

ofabrandinthe

United

Statesis50%.

Awareness

ofPeanutButter&Co.,however,

isat38%.Awareness30%

ofU.S.

spread

consumers

say

theylike

PeanutButter&Co.,compared

to

anindustryaverage

brandpopularity

of35%.23%

ofindustryconsumers

intheUnited

Statessaythey

consume

PeanutButter&Co.,with

the

averageconsumption

ofabrandat28%.BuzzPopularity79%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.PeanutButter&Co.hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

18%

compared

to20%.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=1,244,

all

respondents

(awareness),

n=473,

respondents

who

know

the

individual

brand

(popularity),

n=473,

respondents

whoknow

the

individual

brand(consumption),

n=110,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=473,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Peanut

Butter

&

Co.

ranks

outside

the

Top

10

in

awareness

within

the

spreadmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPeanut

Butter

&Co.Rank#

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.1Reese's90%90%88%87%85%84%75%46%41%39%2Jif3Nutella38%4PhiladelphiaSkippy5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Smucker'sPeter

PanTillamookSabra62%78Outofallrespondents,

38%

were

aware

of

PeanutButter&Co..ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10Lotus

Biscoff13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Peanut

Butter

&

Co.

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPeanutButter&Co.Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Jif62%53%50%48%48%47%44%31%31%31%2Smucker'sSkippy30%34NutellaPhiladelphiaReese'sPeter

PanTillamookSabraOutofconsumers

who

knew

thebrand,

30%

saidtheyliked

PeanutButter&Co..ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.56770%89PopularityN/A10Justin's14

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=473,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Peanut

Butter

&

Co.

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPeanutButter&Co.Rank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spreads,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Jif23%2Smucker'sPhiladelphiaNutella43%341%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

PeanutButter&Co..ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.439%5Skippy36%6Reese's33%7BonneMamanPeter

PanJustin's31%77%830%926%UsageN/A10Local

Hive25%15

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=473,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Peanut

Butter

&

Co.

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPeanutButter&Co.’s

consumersRank#

BrandLoyalty

%89%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.1Philadelphia21%2Smucker'sReese'sJif89%386%486%5Skippy85%6NutellaTillamookAlouetteSabra84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spreads,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.784%883%79%983%Outofrespondents

whohaveconsumed

PeanutButter&Co.,79%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Peter

Pan80%16

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:

n=110,

respondents

who

have

consumed

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Peanut

Butter

&

Co.

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPeanutButter&Co.Rank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nutella18%2Jif33%3BonneMamanPhiladelphiaReese's31%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutPeanutButter

&Co.

inthemedia.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.427%527%6Fresh

CravingsLocal

HiveSmucker'sSkippy24%720%820%82%919%BuzzN/A10Lotus

Biscoff19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=473,

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-d