brand kpis fuer haustierbedarfs onlineshop heads up for tails in indien-英文（德文）培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Heads

Up

for

Tails

in

IndiaConsumer

Insights

reportDecember2024Discover

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

HeadsUpforTails’performance

inthe

pet

supplyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202472%

of

Heads

Up

for

Tails

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HeadsUpforTails’branding

resonates

more

with?HeadsUpforTails

rankseighthinawareness

withinMillennialsthe

pet

supplyonlineshop

market?HeadsUpforTails

generally

appealsto

men

morethan

women?Thepopularity

ratingof

HeadsUpforTailsis39%?HeadsUpforTails

rankseighthinusage?Among

HeadsUpforTailsenthusiasts,47%

fallunderthe

high-income

category?Interms

of

loyalty,HeadsUpfor

Tailsisoutside

theTop

10

inIndia?Consumers

want

theirpetsupplyonline

shopbrandstohavehonesty

/trustworthiness,

friendliness,

andauthenticity?HeadsUpforTails

has

ascore

of

35%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Heads

Up

for

Tails

at

72%Brand

profile:

snapshotBrand

performance

of

HeadsUpfor

TailsinIndia72%51%39%35%35%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=638,

respondents

who

know

the

individual

brand

(popularity),

n=638,respondents

who

know

the

individual

brand

(usage),

n=221,

respondents

who

have

used

the

individual

brand

(loyalty),

n=638,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Heads

Up

for

Tails’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHeadsUpfor

Tailsbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHeads

UpforTailsislikedby0%of

Babyboomers

and

10%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.43%40%ForMillennials

andGen

Z,

50%

and

40%

feel

positivelytowards

HeadsUp

forTails,versus

45%

and

43%.

Socurrently,

forHeadsUpforTails,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%10%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=248,

Heads

UpforTails

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Heads

Up

for

Tails

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

HeadsUpforTails

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof15%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HeadsUpforTails

hasahigherproportion

ofLGBTQIA+19%42%58%46%54%54%

ofmen

likeHeadsUpforTailscompared

to

46%

of

women,

whereasfortheoverall

industry,57%

of

men

usepetsupplyonline

shopscompared

to42%

ofwomen.consumers

when

compared

totheindustryusers

ingeneral.79%19%

ofHeads

UpforTailsenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to15%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=248,Heads

UpforTails

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Heads

Up

for

Tails

enthusiasts,

47%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%3%Single40%5%5%47%CoupleSingleparentNuclear47%

ofHeads

UpforTailsenthusiastsarefrom

high-income

households.Heads

UpforTails’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,37%

ofHeads

UpforTailsenthusiastshavethiscurrent

livingsituation.4%4%23%21%31%29%32%Multi-generational37%32%28%32%ExtendedOther21%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

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=248,

Heads

UpforTails

enthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

honesty

/trustworthiness,

friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessfriendliness,

andauthenticity.60%40%20%0%HeadsUpforTails

users

alsoappreciatethese

key

attributes,indicatingHeadsUpforTailsexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatHeadsUpforTailsenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityHeadsUpforTails

shouldwork

onpromoting

exclusivity

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=221,

Heads

UpforTails

users’,n=248,

Heads

UpforTails

enthusiast,

n=1,025,

pet

supply

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Heads

Up

for

Tails

fans,

59%

state

that

they

get

excited

about

pet

supplyonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?62%60%59%56%52%47%46%44%43%43%43%34%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutpetsupply

topicsrelating

toIget

excitedIliketotalkaboutonlineshopspetsupplyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

pet

supply

online

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

topet

supply

onlineshops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=248,

Heads

UpforTailsenthusiast,

n=1,025,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

Heads

Up

for

Tails

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinIndiais55%.

Awareness

ofHeadsUpforTails,however,

is

at51%.Awareness39%

ofIndianpetsupplyonlineshop

users

saytheylikeHeads

UpforTails,compared

to

anindustryaverage

brand

popularity

of45%.35%

ofindustryusers

inIndiasaythey

useHeadsUpforTails,withtheaverage

usageof

abrandat38%.BuzzPopularity72%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.HeadsUpforTails

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of35%compared

to

39%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=638,

respondents

who

know

the

individual

brand

(popularity),

n=638,respondents

who

know

the

individual

brand

(usage),

n=221,

respondents

who

have

used

the

individual

brand

(loyalty),

n=638,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Heads

Up

for

Tails

ranks

eighth

in

awareness

within

the

pet

supply

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHeads

Upfor

TailsRank#

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.1Drools72%65%59%59%53%52%51%51%50%49%2PetsWorld3DogSpot

MealsKennel

KitchenBARF

India449%551%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Pawfectly

madeNappets78HeadsUp

forTailsDogsee

ChewMarshalls

PetzoneOutofallrespondents,

51%

were

aware

of

HeadsUpforTails.

Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Heads

Up

for

Tails

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHeadsUpfor

TailsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Drools64%52%50%50%49%48%42%39%39%38%2BARF

India3PetsWorld39%4Kennel

KitchenDogsee

ChewDogSpot

MealsLuvinOutofconsumers

who

knew

thebrand,

39%

saidtheyliked

HeadsUpforTails.

Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.5661%78Nappets9HeadsUp

forTailsMarshalls

PetzonePopularityN/A1014

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=638,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Heads

Up

for

Tails

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHeadsUpfor

TailsRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Drools2BARF

IndiaPetsWorldDogSpot

MealsKennel

KitchenDogsee

ChewLuvin46%345%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyused

HeadsUpforTails.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.440%540%640%65%736%8HeadsUp

forTailsFurrMeals35%933%UsageN/A10Nappets31%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=638,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Heads

Up

for

Tails

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHeadsUpfor

Tails’

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Drools2BARF

India85%28%3PetsWorld84%4Luvin78%5Kennel

KitchenPawfectly

madeDogSpot

MealsDogsee

ChewNappets77%676%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.775%72%875%974%Outofrespondents

whohaveused

HeadsUpforTails,72%

saidthey

would

usethebrand

again.LoyaltyN/A10Marshalls

Petzone73%16

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=221,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Heads

Up

for

Tails

has

a

score

of

35%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHeadsUpfor

TailsRank#

BrandBuzz%60%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Drools2BARF

India53%3Dogsee

ChewDogSpot

MealsKennel

KitchenLuvin43%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyhadheardaboutHeads

UpforTailsinthemedia.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.443%542%639%65%7PetsWorld35%8HeadsUp

forTailsNappets35%934%BuzzN/A10Marshalls

Petzone32%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=638,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Lever