




版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進行舉報或認(rèn)領(lǐng)
文檔簡介
CONSUMER&
BRANDBrandKPIs
for
salty
snacks:
Stiksy
inBrazilConsumer
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
Stiksy’sperformance
inthesaltysnack
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,
asofDecember202475%
of
Stiksy
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Stiksy’sbranding
resonates
more
with
Gen
X?Stiksygenerally
appealstowomen
more
than
men?Stiksyranksoutsidethe
Top
10
inawareness
withinthe
salty
snackmarket?Thepopularity
ratingof
Stiksyis28%?Among
Stiksyenthusiasts,40%
fallunderthe
high-income
category?Stiksyranksoutsidethe
Top
10
inconsumption?Consumers
want
theirsaltysnackbrandstohave?Interms
of
loyalty,StiksyisoutsidetheTop10
inreliability,
authenticity,and
honesty
/trustworthinessBrazil?Stiksyhasascore
of7%
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
forStiksy
at
75%Brand
profile:
snapshotBrand
performance
of
Stiksy
inBrazil75%53%28%20%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,244,
all
respondents
(awareness),
n=665,
respondents
who
know
the
individual
brand
(popularity),
n=665,
respondentswho
know
the
individual
brand
(consumption),
n=131,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=665,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Stiksy’s
branding
resonates
morewith
Gen
XBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations39%
39%37%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeStiksybygeneration
versus
theshareof
industryusers
ingeneral,
we
cansee
thatStiksyislikedby4%
ofBaby
boomers
and37%
ofGenXers,
whereas
thetotalshareof
industryusers
is4%and27%,
respectively.29%27%20%ForMillennials
andGen
Z,
39%
and
20%
feel
positivelytowards
Stiksy,versus
39%
and29%.
Socurrently,forStiksy,Gen
X
connects
most
withtheirbrandcomparedtothe
overall
industryuser.4%
4%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestosalty
snacks,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=187,
Stiksy
enthusiast,
n=1,189,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Stiksy
generally
appeals
to
women
morethan
menBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Stiksyshows
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,
Stiksyhasasimilar
proportionof
LGBTQIA+consumers
when9%10%87%56%
ofwomen
likeStiksycompared
to44%
ofmen,
whereas
for
the
overallindustry,52%
of
women
consume
saltysnacks
compared
to48%
ofmen.52%48%56%90%compared
to
theindustryusers
ingeneral.9%
of
Stiksyenthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to10%
amongindustryusers
overall.44%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=187,
Stiksyenthusiast,
n=1,189,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Stiksy
enthusiasts,
40%
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.4%8%Single32%33%40%18%13%CoupleSingleparentNuclear40%
ofStiksyenthusiastsare
fromhigh-income
households.Stiksy’sbrandisgenerally
enjoyed
morebyconsumers
who
arepartof
acouplehousehold,
18%
ofStiksyenthusiastshavethiscurrent
livingsituation.12%8%36%36%35%Multi-generational7%8%35%20%23%ExtendedOther25%3%4%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=187,
Stiksy
enthusiast,
n=1,189,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Consumers
want
their
salty
snack
brands
to
have
reliability,
authenticity,
andhonesty
/
trustworthinessBrand
profile:
qualitiesQualitiesconsumerswant
from
salty
snackbrandsForsalty
snacks,thetopthree
qualitiesconsumers
want
fromabrandarereliability,
authenticity,and
honesty
/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Stiksyconsumers
also
appreciatethesekey
attributes,indicating
Stiksyexudesthese
qualities.SocialresponsibilityCoolnessThequalitiesthatStiksyenthusiastsareleast
focused
onare
high
valueandthrill/excitement.ReliabilityExclusivityStiksyshould
work
on
promotinginnovation
to
convert
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=131,
Stiksy
consumers’,n=187,
Stiksy
enthusiast,
n=1,189,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Stiksy
fans,
55%
state
that
they
get
excited
about
salty
snack
productsBrand
profile:
attitudesWhat
doconsumersthink
ofsalty
snacksingeneral?55%51%44%42%41%40%39%30%29%29%25%23%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=187,
Stiksy
enthusiast,
n=1,189,
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.1175%
of
Stiksy
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
salty
snacks,theaverage
awarenessof
abrand
inBrazil
is74%.
Awareness
ofStiksy,however,
is
at53%.Awareness28%
ofBrazilian
saltysnackconsumers
say
theylikeStiksy,compared
toanindustryaverage
brandpopularity
of47%.20%
ofindustryconsumers
inBrazil
saythey
consumeStiksy,with
theaverage
consumption
ofabrandat40%.BuzzPopularity75%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of84%.Stiksyhasbeen
noticed
less
inthe
media
compared
toother
brands,with
a“Buzz”score
of7%
compared
to22%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,244,
all
respondents
(awareness),
n=665,
respondents
who
know
the
individual
brand
(popularity),
n=665,
respondentswho
know
the
individual
brand
(consumption),
n=131,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=665,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Stiksy
ranks
outside
the
Top
10
in
awareness
within
the
salty
snack
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofStiksyRank#
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.1Doritos96%96%94%94%92%90%89%88%83%82%2CheetosRuffles34ElmaChipsFandangosClubSocialYoki47%553%Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.678PringlesBaconzitosLay'sOutofallrespondents,
53%
were
aware
of
Stiksy.Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.9AwarenessN/A1013
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,244,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024The
popularity
rating
of
Stiksy
is
28%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofStiksyRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Ruffles71%67%67%66%61%57%56%55%50%49%2CheetosDoritos28%34ElmaChipsFandangosClubSocialPringlesOutofconsumers
who
knew
thebrand,
28%
saidtheyliked
Stiksy.ThisranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.56772%8Sensa??esLay's9PopularityN/A10Baconzitos14
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=665,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Stiksy
ranks
outside
the
Top
10
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofStiksyRank#
BrandUsage
%62%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
salty
snacks,which
of
the
following
brandshaveyou
consumed
inthe
past12
months?”.1CheetosRuffles20%261%3Doritos60%Outofconsumers
who
knew
thebrand,
20%
saidtheyconsumed
Stiksy.
Thisranksthemoutside
the
Top
10compared
to
other
brandssurveyed
inthismarket.4ElmaChipsClubSocialFandangosPringles57%555%652%746%8Sensa??esBaconzitosLay's42%80%942%UsageN/A1040%15
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;Base:
n=665,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofDecember2024In
terms
of
loyalty,
Stiksy
is
outside
the
Top
10
in
BrazilBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofStiksy’s
consumersRank#
BrandLoyalty
%90%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.1Ruffles2ElmaChipsDoritos88%25%388%4Pringles88%5Sensa??esLay's87%687%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
saltysnacks,which
of
the
following
brandsareyou
likely
toconsume
againinthefuture?”.7CheetosFandangosClubSocialBaconzitos87%75%886%984%Outofrespondents
whohaveconsumed
Stiksy,75%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=131,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Stiksy
has
a
score
of
7%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofStiksyRank#
BrandBuzz%43%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.7%1Cheetos2Doritos42%3Ruffles39%Outofconsumers
who
knew
thebrand,
7%
saidtheyhadheardaboutStiksyinthe
media.
ThisranksthemoutsidetheTop10
compared
to
other
brandssurveyed
inthismarket.4ElmaChipsClubSocialPringles39%537%624%7Lay's24%8FandangosSensa??esGuimar?es21%93%Buzz918%N/A1016%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=665,
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.?
Identifyandun
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- JG/T 389-2012建筑用鋼質(zhì)拉桿構(gòu)件
- DZ/T 0275.4-2015巖礦鑒定技術(shù)規(guī)范第4部分:巖石薄片鑒定
- DZ/T 0218-2006滑坡防治工程勘查規(guī)范
- CJ/T 535-2018物聯(lián)網(wǎng)水表
- CJ/T 387-2012城市軌道交通設(shè)備房標(biāo)識
- CJ/T 221-2005城市污水處理廠污泥檢驗方法
- CJ/T 178-2013建筑排水柔性接口承插式鑄鐵管及管件
- 2025系統(tǒng)集成新穎試題及答案
- 常見軟件評測師考試試題及答案
- 檢察官工作面試題及答案
- 理論聯(lián)系實際談一談如何維護政治安全?參考答案1
- 2025屆安徽省合肥市A10聯(lián)盟高三下學(xué)期最后一卷歷史試題(B卷)
- 2025屆廣東省東莞中學(xué)七年級數(shù)學(xué)第二學(xué)期期末聯(lián)考試題含解析
- 2024吉林省農(nóng)村信用社聯(lián)合社招聘筆試歷年典型考題及考點剖析附帶答案詳解
- 2024-2025學(xué)年度部編版一年級語文下學(xué)期期末試卷(含答案)
- DB13(J)-T 8496-2022 城市污水處理廠提標(biāo)改造技術(shù)標(biāo)準(zhǔn)
- 2025至2030中國鋰電池粘結(jié)劑市場競爭狀況及融資并購研究報告
- 聾校語文課程標(biāo)準(zhǔn)解讀
- 河南省百師聯(lián)盟2024-2025學(xué)年高二下學(xué)期4月聯(lián)考數(shù)學(xué)試題(原卷版+解析版)
- 2025-2030中國IDC行業(yè)發(fā)展趨勢與前景展望戰(zhàn)略研究報告
- 合伙人商業(yè)保密協(xié)議書9篇
評論
0/150
提交評論