brand kpis fuer eiscreme lowko in brasilien-外文版培訓課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

ice

cream:

Lowko

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.

5000Ourdataallows

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

Lowko’s

performance

intheicecream

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202462%

of

Lowko

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Lowko’s

brandingresonates

more

with

Millennials?Lowko

generally

appealsto

women

more

than

men?Lowko

ranksoutside

the

Top

10

inawareness

withinthe

ice

cream

market?Thepopularity

ratingof

Lowko

is18%?Among

Lowko

enthusiasts,46%

fallunderthe

high-income

category?Lowko

ranksoutside

the

Top

10

inconsumption?Consumers

want

theiricecream

brandstohave?Interms

of

loyalty,Lowko

isoutside

the

Top

10

inauthenticity,reliability,

and

honesty

/trustworthinessBrazil?Lowko

hasascore

of

13%

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

Lowko

at

62%Brand

profile:

snapshotBrand

performance

of

Lowko

inBrazil62%18%15%13%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents(awareness),

n=192,

respondents

who

know

the

individual

brand

(popularity),

n=192,

respondents

whoknow

the

individual

brand(consumption),

n=24,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=192,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lowko’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations50%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLowko

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatLowko

islikedby3%

of

Babyboomers

and21%

of

GenXers,

whereas

thetotalshareof

industryusers

is5%and27%,

respectively.40%28%27%26%21%ForMillennials

andGen

Z,

50%

and

26%

feel

positivelytowards

Lowko,

versus

40%

and

28%.

Socurrently,

forLowko,

Millennials

connect

most

withtheir

brandcompared

to

theoverall

industryuser.5%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=34,

Lowkoenthusiast,

n=1,199,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Lowko

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Lowko

shows

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,

Lowko

hasahigher9%15%53%

ofwomen

likeLowko

compared

to47%

ofmen,

whereas

for

the

overallindustry,52%

of

women

consume

icecream

compared

to

48%

of

men.53%47%52%48%proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.88%82%15%

ofLowko

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=34,

Lowkoenthusiast,n=1,199,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Lowko

enthusiasts,

46%

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.6%8%Single33%32%6%CoupleSingleparentNuclear46%46%

ofLowko

enthusiastsarefrom

high-income

households.Lowko’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

56%

of

Lowkoenthusiastshavethiscurrent

livingsituation.13%9%8%56%21%37%Multi-generational9%9%35%15%23%32%ExtendedOther0%2%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

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=34,

Lowko

enthusiast,

n=1,199,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ice

cream

brands

to

have

authenticity,

reliability,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icecream

brandsForice

cream,

thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Lowko

consumers

alsoappreciate

thesekey

attributes,indicating

Lowko

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLowko

enthusiastsareleast

focused

onare

boldnessandcleverness.ReliabilityExclusivityLowko

shouldwork

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ice

cream,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ice

cream,which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=24,

Lowkoconsumers’,

n=34,

Lowko

enthusiast,n=1,199,

ice

cream

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Lowko

fans,

74%

state

that

they

get

excited

about

ice

creamBrand

profile:

attitudesWhat

doconsumersthink

oficecream

ingeneral?74%68%65%59%59%56%53%42%28%27%23%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouticecream

topicsrelating

toicecreamIget

excitedIliketotalkaboutBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ice

creamdo

youagree

with?”;

Multi

Pick;“When

it

comes

toice

cream,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=34,

Lowkoenthusiast,

n=1,199,

ice

creamconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1162%

of

Lowko

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ice

cream,

theaverage

awareness

ofabrandinBrazil

is

55%.

Awareness

of

Lowko,however,

is

at15%.Awareness18%

ofBrazilian

icecream

consumers

saytheylikeLowko,

compared

to

anindustryaverage

brandpopularity

of42%.12%

ofindustryconsumers

inBrazil

saythey

consumeLowko,

with

the

average

consumption

of

abrandat33%.BuzzPopularity62%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Lowko

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

13%

comparedto23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ice

cream

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,245,

all

respondents(awareness),

n=192,

respondents

who

know

the

individual

brand

(popularity),

n=192,

respondents

whoknow

the

individual

brand(consumption),

n=24,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=192,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lowko

ranks

outside

the

Top

10

in

awareness

within

the

ice

cream

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLowkoRank#

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.1Nestlé98%98%97%96%92%89%50%43%37%29%15%2Kibon3Lacta4Garoto5OreoUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6MagnumJundiá78Ben&Jerry'sH?agen-DazsLaBasqueOutofallrespondents,

15%

were

aware

of

Lowko.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.85%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Lowko

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLowkoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Kibon81%73%68%59%53%49%45%39%32%30%18%2Nestlé3MagnumLacta4Outofconsumers

who

knew

thebrand,

18%

saidtheyliked

Lowko.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5Garoto6H?agen-DazsOreo78Ben&Jerry'sJundiá82%9PopularityN/A10Perfetto14

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=192,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lowko

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLowkoRank#

BrandUsage

%73%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ice

cream,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Kibon12%2Nestlé67%3MagnumLacta50%Outofconsumers

who

knew

thebrand,

12%

saidtheyconsumed

Lowko.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.444%5Garoto44%6H?agen-DazsOreo31%729%8Jundiá28%88%9Ben&Jerry'sPerfetto26%UsageN/A1021%15

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=192,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Lowko

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLowko’s

consumersRank#

BrandLoyalty

%92%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.1Kibon2MagnumNestlé91%390%38%4H?agen-DazsBen&Jerry'sOreo88%588%686%62%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ice

cream,

whichof

the

following

brandsareyou

likely

toconsumeagaininthe

future?”.7Garoto85%8Lacta84%9Jundiá82%Outofrespondents

whohaveconsumed

Lowko,

62%saidthey

would

consume

the

brandagain.LoyaltyN/A10LaBasque79%16

Notes:“When

it

comesto

ice

cream,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:

n=24,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lowko

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLowkoRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nestlé13%2Kibon47%3MagnumGaroto39%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutLowko

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.432%5Lacta31%6Ben&Jerry'sOreo25%723%8H?agen-DazsLaBasqueJundiá19%87%914%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=192,

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.?

Identifyandunderstandyourcore