英國著名巧克力品牌吉百利cadbury市場調研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMER&

BRANDBrand

KPIs

for

chocolates:Cadbury

in

the

UKConsumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromtheStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrandsperformance

against

theindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withBritish

Englishoffered

as

analternativeOurdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

UKandUKNumberofrespondents:

approx.

4980Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Cadburys’performance

inthechocolates

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Cadbury

maintains

its

marketleadership

by

continually

captivating

consumersacross

all

generations

withits

enduring

appeal

and

innovative

strategiesIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Cadburyisrelatively

popularamong

all

generations?

Cadburyoutperforms

the

industryaverage

inallkeyinthe

chocolate

marketperformance

indicators?

Women

aremore

likely

to

likeCadburyasabrand?

Cadburyisthe

top-performing

brandfor:than

men?

Awareness?

Popularity?

Usage?

Cadburyhasanequal

proportion

of

LGBTQIA+consumers

astheindustryaverage

amongchocolate

eaters.?

Loyalty?

Cadburytendstoattractconsumers

fromallincomebracketsBuzz??

Justlikeother

chocolate

brands,Cadburyhasahigh

?

Cadburyholdsaprominent

industryposition,shareof

consumers

from

nuclearhouseholds

wholikethebrandsecuring

the

toprank

inallcategories

andthusasserting

itsdominanceover

other

brandsintheindustry3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4The

popularity

of

Cadbury

significantly

exceeds

the

industry

average

in

the

UKBrand

profile:

snapshotCadburys’brandperformance

within

theindustry

ofBritish

onlineconsumers96%79%78%77%72%42%38%30%26%12%AwarenessPopularityConsumptionLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onchocolate

awareness,popularity,

usage,loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=1,216,

respondents

who

have

consumed

chocolateConsumer

Insights

Global,

asofSeptember

2023Sources:Cadbury

is

relatively

popular

among

all

generations

in

the

chocolates

marketBrand

Profile:

consumer

demographics

(1/3)Cadburyenjoys

popularityamong

allgenerations,

with

Generation

of

consumerswho

likeCadburyconsumers

displayingasimilar

preference

forCadbury35%

35%astheydo

for

otherbrandsinthechocolate

market.Specifically,

33%

of

Gen

Xconsumers

who

enjoychocolate

arefansofCadbury,closely

matchingtheindustryaverage

of32%.

Additionally,14%

ofBabyBoomers

whoconsume

chocolate

are

fans

of

Cadbury,compared

to

13%

overall.33%32%20%18%Millennials

alsoshow

acomparable

affinity

forCadbury,akintotheirpreference

forotherbrandsintheindustry.

However,

Gen

Zers

are

slightlylesslikelytohaveapositive

sentiment

towards

Cadbury,with18%

expressing

theirlikingforthe

brand,slightlybelowtheoverall

average

of20%.14%13%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestochocolates,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=956,

Cadbury

enthusiast,

n=1,219,

chocolate

eatersSources:Consumer

Insights

Global,

asofSeptember

2023Women

are

more

likely

to

like

Cadbury

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofCadburyfansTheGender

splitbetween

brandenthusiastsof

Cadburyshows

womenaremore

likely

to

haveanaffinity

withthebrandover

men,compared

to

theIndustryaverage.LGBTQIA+status

ofCadbury

fansCadburyhasanequal

proportion

ofLGBTQIA+

consumers

astheindustryaverage

among

chocolate

eaters.6%6%6%

of

Cadbury

consumers

considerthemselves

to

bepartof

theLGBTQIA+community

which

matcheswith

theoverall

industryaverage.

ItappearsthatCadburyhasattracteddiverseaudiences

and

is

exploring44%49%51%56%

ofwomen

likeCadburycomparedto44%

of

men,whereas

the

industryaverage

forchocolate

eaters

shows

51%of

women

eat

chocolate

compared

to49%

ofmen.91%91%opportunities

intargetinguntappeddemographics.56%4%4%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

chocolates,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=956,

Cadburyenthusiast,

n=1,219,

chocolate

eatersSources:Consumer

Insights

Global,

asofSeptember

2023Just

like

other

chocolate

brands,

Cadbury

has

a

high

share

of

consumers

fromnuclear

households

wholike

the

brandBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aCadbury

eaterfairly

matchestheaverage

chocolateeater.

Cadburyistherefore

notanexclusive

brand

or

solely

there

fordiscounts.

It’sabrandthatpeople

fromallincomes

choose

to

consume

when

itcomes

to

chocolates.Householdtype16%

ofCadburyconsumers

come

fromsinglehouseholds,

apercentage

thatalignswith

theindustryaverage

of16%.Cadburyisequally

popularamongcouples

asitiswith

other

brands.Among

nuclearfamilies,

31%

expresstheirlikingforCadbury,closely16%16%Single33%34%32%23%22%CoupleNuclear

familySingleparentOthermirroring

theindustryaverage

of32%.33%34%31%30%Therefore,

Cadburyenjoys

aconsistentlevel

of

preference

across

alltypesofhouseholds,

similar

to

theindustryaverage10%10%34%20%22%Brand

enthusiastHighIndustryusersMediumLowBrand

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

chocolates,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=956,

Cadbury

enthusiast,

n=1,219,

chocolate

eatersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Cadbury

take

sustainability

just

as

seriously

as

consumersin

generalBrand

profile:

attitudesWhat

do

consumersthink

ofchocolate

ingeneral?31%

ofconsumers

wholike

Cadbury

say

theyare

well

informed

when

itcomes

to

chocolates

and

42%

of

theseconsumers

say

thattheycan’timagine

theirlifewithout

chocolates.

Thiscompares

to

amarket

average

of30%and37%,

respectively.How

doespriceeffect

theirdecisions?Only13%

of

consumers

wholike

Cadbury

say

alow

priceis

more

important

than

high

qualitywhen

itcomes

tochocolates,

compared

to

the15%

of

themarket

average.Do

consumerstrusttheirchocolate?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tochocolates

isimportant

to

46%

of

consumerswho

likeCadbury,compared

tothemarket

average

of42%.Doeschocolate

need

to

innovateto

stay

relevant?46%

ofconsumers

wholike

Cadbury

say

chocolates

excite

them

with40%

confirming

theylike

to

try

outnew

andinnovativechocolates.

Thiscompares

toamarket

average

of

42%

and

37%,

respectively.How

important

issustainability

toconsumers?According

to21%

ofconsumers

who

likeCadbury,sustainability

is

important

when

itcomes

tochocolates,

whichalignswith

the

market

average

of21%.9Notes:“Which

ofthese

statements

about

chocolates

do

youagree

with?”;

Multi

Pick;“When

it

comes

tochocolates,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=956,

Chocolate

enthusiast,

n=1,219,

chocolateeatersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Cadbury

outperforms

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthechocolates

marketWhen

itcomes

to

chocolates,

theaverage

awarenessforabrandintheUKis76%.

Awareness

of

Cadbury,however,

is

significantlyhigherat96%.Awareness100%With,80%

of

British

chocolate

consumers

saying

theylikeCadbury,Cadburyfinds

itself

way

higherthantheaverage,

43%,

forpopularity.80%

ofchocolate

eaters

intheUKsaythey

eatCadbury,withtheaverage

consumption

ofabrandat33%BuzzPopularity91%

ofCadburyeaters

say

theywould

consume

thebrandagaincompared

toanaverage

loyalty

score

of79%.Cadburyismore

likely

tobeseen

inthemedia

thanother

brands,with

a“Buzz”score

of43%

compared

toanaverage

of

15%.LoyaltyConsumptionIndustryaverageBrand11

Notes:Sources:Chocolates

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=1,197,

respondents

who

know

the

individual

brand

(popularity),

n=1,197,

respondents

whoknow

the

individual

brand(usage),

n=959,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,197,

respondentswho

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Cadbury

held

the

premier

position

as

the

most

widely

recognized

brand

in

thechocolates

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCadbury4%Rank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1CadburyGalaxyAero96%96%95%94%94%94%92%92%91%89%23Outofrespondents

whoconsume

chocolate,

96%were

aware

of

Cadbury.Thisranksthemin1st

placecompared

to

other

brandssurveyed

inthisindustry.4TobleroneKinder5Galaxy

isplaced

2nd

and

Aero

in3rd

withanawarenessscore

of96%

and95%

respectively.6MilkybarLindt78Wispa9Yorkie96%Not

awareAware10ThorntonsNotes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Cadbury

was

the

most

popular

brand

in

the

chocolates

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCadburyRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

chocolate,

which

of

thefollowing

brandsdoyou

like?”.1CadburyGalaxyLindt80%71%59%59%56%50%48%48%43%42%20%2Outofconsumers

who

knew

thebrand

80%

saidtheyliked

Cadbury.Thisranks1st

position

compared

toother

brandssurveyed

inthechocolates

market.34AeroGalaxy

whoscored

apopularityrating

of71%

isinthe2nd

position

followed

byLindtwho

scored

59%.Occupyingthetopposition,Cadburystandsoutasafirmly

established

brand

interms

of

popularity.5Wispa6TobleroneKinder78ThorntonsMilkybarYorkie80%9LikeDonotlike10Notes:“When

it

comesto

chocolates,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,197,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Cadbury

holds

the

top

position

as

the

most

consumed

brand

in

the

chocolatesmarketBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCadburyRank#

BrandUsage

%80%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tochocolate,

which

ofthefollowing

brandshaveyouused

inthepast12

months?”.1CadburyGalaxyAero20%265%351%Outofconsumers

who

knew

thebrand

80%

saidtheyeat

Cadbury.Thisranks1st

position

compared

to

otherbrandssurveyed

inthechocolates

market.4Lindt49%5Wispa44%Galaxy

whohadausagescore

of65%

isinthe2ndposition

followed

byAero

whoscored

51%.

Securingthefirst

position

inthe

rankings,Cadbury

is

oneof

thepremier

providers

inthe

chocolate

industryinterms

ofconsumption.6Kinder41%7TobleroneMilkybarYorkie34%831%80%928%ConsumeDonotconsume10Thorntons28%Notes:“When

it

comesto

chocolates,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,197,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Cadbury

has

the

most

loyal

consumers

in

the

chocolatesmarketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCadburys’consumersRank#

BrandLoyalty

%91%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

chocolate,which

of

thefollowing

brandsare

you

likely

touseagaininthefuture?”.9%1CadburyGalaxyLindt289%389%4TobleroneThorntonsWispa89%Outofconsumers

who

eat

Cadbury,

91%

saidtheywould

consume

thebrandagaininthefuture.

Thisranks1st

position

compared

toother

brandssurveyedinthechocolates

market.587%687%7Yorkie87%Cadbury,ranked

numberone,

hascultivatedadedicated

customer

basewith

manyconsumersshowing

strong

loyalty

to

thebrandand

itsproductsover

theyears.

Galaxywho

hadausagescore

of

89%isinthe2nd

placefollowed

by,Lindtwhoscored

89%.8Aero85%91%Not

return9KinderMilka85%Loyal1080%Notes:“When

it

comesto

chocolates,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=959,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Cadbury

held

the

top

position

as

the

most

heard

about

brand

in

the

mediawithin

the

chocolate

industryBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofCadburyRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CadburyLindt227%3Galaxy26%Outofconsumers

who

knew

thebrand

43%

saidtheyhadheardaboutCadburyinthemedia.

Thisranks1stposition

compared

to

other

brandssurveyed

inthechocolates

market.4Kinder23%43%5Aero16%57%6deliciously

ellaAlpia14%LindtandGalaxy

sealed

the2nd

and

3rd

spotswiththebuzzscore

of

27%

and26%

respectively.

Cadbury,leading

theway,

hasmadeasignificantimpact

onthemedia

landscapewith

itsenduring

collaborations

andcutting-edge

marketing

strategies,

consistentlycapturingthe

attention

ofchocolate

lovers.714%8ThorntonsTony's

ChocolonelyHershey's13%912%BuzzNobuzz1011%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,197,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearchtoolsandal