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CONSUMER&
BRANDBrandKPIs
for
salty
snacks:
Tu
c
inGermanyConsumer
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.
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
Tuc’sperformance
inthesaltysnackmarket.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,
asofDecember202485%
of
Tuc
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Tuc’sbrandingresonates
more
with
Gen
X?Tucgenerally
appealsto
women
more
than
men?Tucranksthirdinawareness
withinthesaltysnackmarket?Thepopularity
ratingof
Tucis49%?Tucranksseventh
inconsumption?Interms
of
loyalty,TucissixthinGermany?Tuchasascore
of
12%
formedia
buzz?Among
Tucenthusiasts,34%
fallunderthe
high-income
category?Consumers
want
theirsaltysnackbrandstohavehighvalue,honesty
/trustworthiness,
andreliability3Sources:
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.4Awarenessis
the
highest
scoring
KPI
for
Tuc
at
88%Brand
profile:
snapshotBrand
performance
of
Tuc
inGermany88%85%49%38%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents
(awareness),
n=1,102,
respondents
who
know
the
individual
brand
(popularity),
n=1,102,respondents
who
know
the
individual
brand
(consumption),
n=419,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,102,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Tuc
’s
branding
resonates
morewith
Gen
XBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations37%34%33%33%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeTucbygeneration
versustheshareof
industryusers
ingeneral,
we
cansee
thatTucislikedby10%
of
Babyboomers
and
37%
of
Gen
Xers,whereas
the
totalshare
ofindustryusers
is12%
and33%,
respectively.21%20%ForMillennials
andGen
Z,
33%
and
20%
feel
positivelytowards
Tuc,versus
34%
and21%.
Socurrently,
forTuc,Gen
Xconnects
most
with
theirbrandcomparedtothe
overall
industryuser.12%10%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestosalty
snacks,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=539,
Tuc
enthusiast,
n=1,163,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Tu
c
generally
appeals
to
women
more
than
menBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Tucshows
thatwomenaremore
likely
to
haveanaffinity
withthe
brandcompared
to
men.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofconsumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Tuchasasimilarproportionof
LGBTQIA+consumers
whencompared
to
theindustryusers
ingeneral.6%7%57%
ofwomen
likeTuccompared
to42%
ofmen,
whereas
for
the
overallindustry,51%
of
women
consume
saltysnacks
compared
to49%
ofmen.51%49%58%87%87%6%
of
Tucenthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to7%
amongindustryusers
overall.42%Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
salty
snacks,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=539,
Tuc
enthusiast,n=1,163,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Tuc
enthusiasts,
34%
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.24%27%Single34%34%33%33%24%24%CoupleSingleparentNuclear34%
ofTucenthusiastsarefrom
high-income
households.Tuc’sbrandis
generally
enjoyed
morebyconsumers
who
arepartof
anuclearhousehold,
33%
ofTucenthusiastshavethiscurrent
living
situation.7%7%31%33%29%Multi-generational1%1%35%8%9%ExtendedOther3%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
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=539,
Tuc
enthusiast,
n=1,163,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Consumers
want
their
salty
snack
brands
to
have
high
value,
honesty
/trustworthiness,
and
reliabilityBrand
profile:
qualitiesQualitiesconsumerswant
from
salty
snackbrandsForsalty
snacks,thetopthree
qualitiesconsumers
want
fromabrandare
highvalue,honesty
/trustworthiness,
andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Tucconsumers
alsoappreciate
thesekey
attributes,indicating
Tucexudesthese
qualities.SocialresponsibilityCoolnessThequalitiesthatTucenthusiastsareleast
focused
onare
inclusiveness
andcleverness.ReliabilityExclusivityTucshouldwork
on
promoting
coolnesstoconvert
enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When
it
comesto
salty
snacks,
which
ofthese
aspects
aremostimportant
to
you?”;Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=419,
Tuc
consumers’,n=539,
Tuc
enthusiast,
n=1,163,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Tuc
fans,
43%
state
that
they
get
excited
about
salty
snack
productsBrand
profile:
attitudesWhat
doconsumersthink
ofsalty
snacksingeneral?43%40%36%35%31%25%22%21%20%17%14%
14%Sustainability
is
Ivaluealow
priceimportant
to
me
over
highqualityIamwellinformedIrely
onbrandsIknow
and
trustIget
excitedaboutsaltysnackproductsIliketotalkabouttopicsrelating
tosaltysnacksBrand
enthusiastIndustryuser10
Notes:“Which
ofthese
statements
about
salty
snacks
do
youagree
with?”;
Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=539,
Tuc
enthusiast,
n=1,163,
salty
snackconsumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1185%
of
Tuc
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
salty
snacks,theaverage
awarenessof
abrand
inGermany
is62%.
Awareness
of
Tuc,however,
is
at88%.Awareness49%
ofGerman
saltysnackconsumers
say
theylikeTuc,compared
to
anindustryaverage
brandpopularity
of38%.38%
ofindustryconsumers
inGermany
saytheyconsume
Tuc,with
theaverage
consumption
ofabrandat31%.BuzzPopularity85%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of79%.Tuchasbeen
noticed
lessinthemedia
compared
toother
brands,with
a“Buzz”score
of12%
compared
to15%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobeabove
average
compared
to
theindustry.12
Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,248,
all
respondents
(awareness),
n=1,102,
respondents
who
know
the
individual
brand
(popularity),
n=1,102,respondents
who
know
the
individual
brand
(consumption),
n=419,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,102,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Tu
c
ranks
third
in
awareness
within
the
salty
snack
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofTucRank#
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.1Funny-Frisch91%91%88%85%84%83%82%78%76%74%12%2PringlesTuc34CrunchchipsChio5Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.6Lay's7Pom-B?rültje8Outofallrespondents,
88%
were
aware
of
Tuc.Thisranksthemthird
compared
tootherbrandssurveyedinthismarket.88%N/A9SaltlettsNicNacsAwareness1013
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,248,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024The
popularity
rating
of
Tuc
is
49%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofTucRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Funny-Frisch56%55%51%49%47%47%46%43%41%40%2PringlesChio34Tuc49%Outofconsumers
who
knew
thebrand,
49%
saidtheyliked
Tuc.Thisranksthemfourthcompared
to
otherbrandssurveyed
inthismarket.5Lay's51%6Erdnu?LockenCrunchchipsPom-B?rDoritosNicNacs789PopularityN/A1014
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=1,102,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Tu
c
ranks
seventh
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofTucRank#
BrandUsage
%47%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
salty
snacks,which
of
the
following
brandshaveyou
consumed
inthe
past12
months?”.1Funny-Frisch2PringlesErdnu?LockenChio46%344%38%Outofconsumers
who
knew
thebrand,
38%
saidtheyconsumed
Tuc.Thisranksthemseventh
compared
toother
brandssurveyed
inthismarket.444%5CrunchchipsLay's41%640%62%7Tuc38%8DoritosPom-B?rNicNacs38%936%UsageN/A1031%15
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;Base:
n=1,102,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofDecember2024In
terms
of
loyalty,
Tuc
is
sixth
in
GermanyBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofTuc’sconsumersRank#
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.1Funny-Frisch15%2PringlesChio88%387%4SaltlettsXOX87%585%6Tuc85%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
saltysnacks,which
of
the
following
brandsareyou
likely
toconsume
againinthefuture?”.7Erdnu?Lockenültje85%884%85%9CrunchchipsNicNacs83%Outofrespondents
whohaveconsumed
Tuc,85%saidthey
would
consume
the
brandagain.LoyaltyN/A1083%16
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
are
youlikely
to
consume
againin
the
future?”;
Multi
Pick;Base:n=419,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Tu
c
has
a
score
of
12%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofTucRank#
BrandBuzz%29%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Funny-Frisch12%2Pringles29%3Chio24%Outofconsumers
who
knew
thebrand,
12%
saidtheyhadheardaboutTucinthemedia.
ThisranksthemoutsidetheTop10
compared
to
other
brandssurveyed
inthismarket.4Lay's24%5Doritos23%6CrunchchipsPom-B?rKettleBrandNicNacs20%719%814%88%913%BuzzN/A10Erdnu?Locken13%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=1,102,
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.
Leverage
consumerinsightstomakedata-drivendecisions
andunlocknewgrowthopportunities.?
Identifyandunderstandyourcoreaudiences?
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