美國著名啤酒品牌百威昕藍bud light市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMER&

BRANDBrand

KPIs

for

beers:

Bud

Lightin

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

3,720Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

BudLights’performance

inthebeer

market.Fieldwork:August

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Bud

Light

sustains

its

market

relevance

by

consistently

captivating

youngergenerations

withits

enduring

appeal

and

substantial

media

influenceIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

BudLightisabrandforthe

younger

generation,with

Millennials

the

most

likely

to

feel

anaffinity

tothe

current

brandingstrategy?

BudLightexcels

above

theindustryaverage

inallkeyperformance

indicators?

BudLightisintheTop2performing

brandsfor:?

Men

are

more

likely

tolikeBudLightasabrand?

Awareness?

Popularity?

Consumption?

Buzzthan

women?

BudLighthasahigherproportion

of

LGBTQIA+consumers

when

compared

tothe

industryaverage?

BudLightisabrandthatexhibitsaslightlyhighertendency

toattractconsumers

fromhigh-incomegroups?BudLightstandsprominently

inthe

industry,securing

the

firstposition

inthebuzzcategory

andholdingastrong

second

position

incategories

suchasawareness,

popularity,and

consumption?

It’sgenerally

people

innuclearhouseholds

thatlikeBudLight?

However,

they

need

tofocuson

abroader

strategywith

loyalty

beingamajor

issue.

Addressthisand

thebrandwill

continuetoexpand3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Bud

Light

enjoys

a

media

buzz

in

the

U.S.

that

significantly

surpasses

theindustry

averageBrand

profile:

snapshotBudLights’brandperformance

within

the

industryofAmerican

online

consumers88%73%45%42%40%30%23%20%19%16%AwarenessPopularityConsumptionLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onBeerawareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=761,

respondents

who

have

consumed

beerConsumer

Insights

Global,

asofSeptember

2023Sources:Bud

Light

is

popular

among

the

youngergenerations

in

the

beer

marketBrand

Profile:

consumer

demographics

(1/3)BudLightresonates

well

with

theyoungergenerations,

Generation

of

consumerswho

likeBudLightinparticular,Millennials.

47%

of

Millennial

consumers47%who

drinkbeer

are

fans

of

BudLightcompared

to43%of

Millennials

who

know

anybrandsinthebeermarket.43%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

BudLightwith

25%

and

6%

sayingthey

likethem,respectively

lower

thantheindustryaverage.29%25%22%18%10%6%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeer,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=334,

BudLight

enthusiast,

n=818,

beerdrinkersConsumer

Insights

Global,

asofSeptember

2023Sources:Men

are

more

likely

to

like

Bud

Light

as

a

brand

than

womenBrand

Profile:

consumer

demographics

(2/3)GenderofBudLightfansTheGender

splitbetween

brandenthusiastsof

BudLightshows

men

arevery

likely

tohaveanaffinity

with

thebrandover

women,

compared

totheIndustryaverage.LGBTQIA+status

ofBudLight

fansBudLighthasahigherproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryaverage

forbeerdrinkers.13%11%13%

ofBud

Light

drinkers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to11%

overall.

ItappearsthatBud

Lighthassuccessfullyattracted

diverse

audiences

and

isexploring

opportunities

intargetinguntapped

demographics.57%60%60%

ofmen

likeBudLightcompared

to40%

ofwomen,

whereas

theindustryaverage

forbeer

consumers

shows

57%of

men

drinkbeer

compared

to

43%

ofwomen.85%86%43%40%3%3%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beer,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=334,

Bud

Light

enthusiast,n=818,

beer

drinkersSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

nuclear

households

who

like

Bud

LightBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aBudLightdrinker

Householdtypeisfairly

similar

to

theaverage

beer16%

ofBud

Light

drinkers

are

fromsinglehouseholds.

Couples

arelesslikely

to

useBudLightthan

otherbrandsandforthenuclearfamily,itisthehighest.16%20%drinker,

but

there

isaslightlylargerpresence

of

BudLightdrinkers

inhigher-income

groups.Single42%32%44%13%18%Hence,

Bud

Light

is

abrand

thatexhibitsaslightlyhighertendency

to

attractconsumers

from

high-income

groups.Therefore,

with

thenuclear

householdmarket

wrapped

up

BudLightmay

wanttoconsider

opportunities

and

targetadvertising

atsingleandcouplehouseholds.Couple38%30%Nuclear

familySingleparentOther28%28%14%11%27%19%21%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

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=334,

BudLight

enthusiast,

n=818,

beerdrinkersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Bud

Light

take

sustainability

more

seriously

thanconsumers

in

generalBrand

profile:

attitudesWhat

do

consumersthink

ofbeeringeneral?42%

ofconsumers

wholike

BudLightsay

theyare

well

informed

when

itcomes

to

beer

and

22%

of

theseconsumers

say

thattheycan’timagine

theirlifewithout

beer.

Thiscompares

toamarket

average

of

33%

and19%,

respectively.How

doespriceeffect

theirdecisions?24%

ofconsumers

wholike

BudLightsay

alow

priceis

more

important

thanhigh

qualitywhen

itcomes

tobeer,compared

to

market

average

of

20%.Do

consumerstrusttheirbeer?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeer

isimportant

to39%

ofconsumers

who

likeBudLight,compared

to

themarket

average

of36%.Do

beerproductsneed

to

innovateto

stay

relevant?37%

ofconsumers

wholike

BudLightsay

beer

products

excite

themwith

38%

confirming

they

liketotryoutnewandinnovativebeer

products.

Thiscompares

toamarket

average

of

31%

each,respectively.How

important

issustainability

toconsumers?According

to30%

ofconsumers

who

likeBudLight,sustainabilityisimportant

when

itcomes

tobeer,

comparedtothe

market

average

of

22%.9Notes:“Which

ofthese

statements

about

beerdo

youagreewith?”;

Multi

Pick;“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=334,

Bud

Light

enthusiast,

n=818,

beerdrinkersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Bud

Light

performs

better

than

the

industry

average

in

all

categories

except

forloyaltyBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeermarketWhen

itcomes

to

beer,

the

average

awareness

for

abrandinthe

U.S.

is68%.

Awareness

of

BudLight,however,

is

higherat87%.Awareness90%With,33%

of

American

beer

drinkers

sayingthey

likeBudLight,BudLightfinds

itself

more

than

theaverage,

23%,

forpopularity.30%

ofbeer

drinkers

intheU.S.say

theydrink

BudLight,with

the

average

usageof

abrandat18%BuzzPopularity76%

ofBud

Lightdrinkers

say

theywould

consume

thebrandagaincompared

toan

average

loyalty

score

of78%.BudLightismore

likely

to

beseen

inthe

media

thanother

brands,with

a“Buzz”score

of45%

compared

to21%.LoyaltyConsumptionIndustryaverageBrand11

Notes:Sources:Beer‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,152,

all

respondents

(awareness),

n=998,

respondents

who

know

the

individual

brand

(popularity),

n=998,

respondents

who

know

theindividual

brand(consumption),

n=303,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=998,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Bud

Light

was

the

second

most

recognized

brand

in

the

beer

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBudLightRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1Corona87%87%85%85%80%79%77%76%74%73%13%2BudLightBudweiserHeinekenMiller3Outofrespondents

whodrink

beer,

87%

were

awareof

BudLight.

This

ranksthemin2nd

placecompared

toother

brandssurveyed

inthismarket.45Thebrand

leading

thisKPI

isCorona

who

scored

anawareness

ratingof87%.6Coors7MichelobBusch887%9BlueMoonModeloAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1152,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Bud

Light

ranks

second

among

the

most

popular

brands

in

the

beer

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBudLightRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

beer,

which

ofthefollowing

brandsdoyou

like?”.1Corona35%33%30%30%30%30%24%23%23%21%2BudLightBudweiserBlueMoonBrooklyn

BreweryHeinekenGuinnessModeloOutofconsumers

who

knew

thebrand

33%

saidtheyliked

BudLight.Thisranksthemin2nd

placecomparedtootherbrandssurveyed

inthismarket.33%34Corona

whoscored

apopularityratingof

33%

isleading

this

KPI.Occupyingthesecond

position,

BudLightstands

out

asafirmly

established

brand

intermsof

popularity.5667%789CoorsLikeDonotlike10Dos

EquisNotes:“When

it

comesto

beer,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=998,

respondents

who

know

the

individual

brand(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Bud

Light

secured

the

second

spot

for

the

most

consumed

beerBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofBudLightRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

beer,

which

ofthefollowing

brandshaveyouconsumed

inthepast12

months?”.1Corona2BudLightBrooklyn

BreweryBudweiserBlueMoonHeinekenModelo30%30%330%Outofconsumers

who

knew

thebrand

30%

saidtheyconsumed

BudLight.Thisranksthemin2nd

placecompared

to

other

brandssurveyed

inthismarket.426%524%Thebrand

leading

thisKPI

is

Corona

who

hadaconsumption

ratingof31%.

Securing

thesecondposition

intherankings,BudLightisone

ofthepremier

providers

inthe

beer

industry.622%720%70%8GuinnessCoors18%918%ConsumeDonotconsume10Beck's18%Notes:“When

it

comesto

beer,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=998,

respondents

who

know

the

individual

brand

(consumption)Consumer

Insights

Global,

asofSeptember

2023Sources:Bud

Light

did

not

make

it

into

the

top

10

for

having

the

most

loyal

consumers

inthe

beer

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBudLights’consumersRank#

BrandLoyalty

%87%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

beer,which

of

thefollowing

brandsare

you

likely

touseagaininthefuture?”.1Beck's24%2Yuengling85%3Heineken84%4SamuelAdamsModelo84%Outofconsumers

who

haveconsumed

BudLight,76%saidthey

would

consume

itagaininthefuture.Thisranksoutsidethe

top

10

positionscompared

to

otherbrandssurveyed

inthismarket.583%6BudweiserMichelob83%783%Beck’s,

whoscored

aloyalty

score

of87%

is

leadingthisKPI.Despite

strong

brand

recognition,

BudLightdoesn't

secure

atop-ten

position

inconsumer

loyalty,indicating

thatmanyconsumers

may

notstronglyfavorremaining

loyal

tothebrand.76%StellaArtoisNew

Belgium

BrewingBlueMoon83%8983%LoyalNot

return1081%Notes:“When

it

comesto

beer,which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=303,

respondents

who

have

consumed

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Bud

Light

held

the

prominent

position

as

the

mostheardabout

brand

in

themedia

within

the

beer

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofBudLightRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BudLightBudweiserBrooklyn

BreweryCorona237%333%Outofconsumers

who

knew

thebrand

45%

saidtheyhadheardaboutBud

Lightinthemedia.

Thisranksthemin1st

placecompared

toother

brandssurveyedinthismarket.432%45%5Coors26%55%6BlueMoonModelo25%Budweiser

andBrooklyn

Brewery

sealed

the2nd

and3rd

spotswith

the

buzz

score

of

37%

and33%723%respectively.

Atthetop,BudLightwields

significantmedia

influence

throughadvertising,sponsorships,andproductlaunches,maintainingaconsistent

focuson

engagingconsumers

andpromoting

itsproducts.8HeinekenDos

EquisBusch23%921%BuzzNobuzz1019%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=998,

respondents

who

know

the

individual

brand

(Buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys