brand kpis fuer eistee leão in brasilien-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Le?o

in

BrazilConsumer

Insights

reportOctober2024Discover

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

Le?o’s

performance

intheicedtea

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,

asofOctober

202493%

of

Le?o

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Le?o’s

brandingresonates

with

Gen

Xsimilarly

to?Le?o

ranksfirstinawareness

within

the

iced

teaother

brandsinthe

industrymarket?Le?o

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Le?ois

82%?Le?o

ranksfirstinconsumption?Among

Le?oenthusiasts,34%

fallunderthehigh-income

category?Interms

of

loyalty,Le?o

isfirst

inBrazil?Le?o

hasascore

of

50%

formedia

buzz?Consumers

want

theiriced

tea

brandsto

havereliability,

authenticity,and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Le?o

at

93%Brand

profile:

snapshotBrand

performance

of

Le?oinBrazil93%87%82%77%50%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=1,085,

respondents

who

know

the

individual

brand

(popularity),

n=1,085,

respondentswho

know

the

individual

brand

(consumption),

n=840,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,085,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Le?o’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLe?o

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLe?o

islikedby5%

of

Babyboomers

and

30%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and28%,

respectively.30%28%27%23%ForMillennials

andGen

Z,

42%

and

23%

feel

positivelytowards

Le?o,

versus

40%

and

27%.

Socurrently,

forLe?o,

Gen

Xconnects

most

with

theirbrandcomparedtothe

overall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=886,

Le?oenthusiast,

n=1,016,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Le?o

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Le?o

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,

Le?o

hasasimilarproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.9%10%87%54%

ofwomen

likeLe?o

compared

to46%

ofmen,

whereas

for

the

overallindustry,52%

of

women

consume

icedtea

compared

to48%

ofmen.52%48%54%88%9%

of

Le?oenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=886,

Le?oenthusiast,n=1,016,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Le?o

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.6%7%Single34%32%33%14%14%CoupleSingleparentNuclear34%

ofLe?o

enthusiastsarefrom

high-income

households.Le?o’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

39%

ofLe?o

enthusiastshavethiscurrent

livingsituation.9%9%34%39%37%Multi-generational8%8%20%22%34%32%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=886,

Le?oenthusiast,

n=1,016,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Le?o

consumers

alsoappreciate

thesekey

attributes,indicating

Le?o

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLe?oenthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityLe?o

shouldwork

onpromoting

thrill

/excitement

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=840,

Le?oconsumers’,n=886,

Le?oenthusiast,

n=1,016,iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Le?o

fans,

39%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?39%

39%36%

36%28%

28%27%26%

26%26%19%

19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=886,

Le?oenthusiast,

n=1,016,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1193%

of

Le?o

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinBrazil

is

43%.

Awareness

of

Le?o,however,

isat87%.Awareness82%

ofBrazilian

iced

teaconsumers

saytheylikeLe?o,compared

to

anindustryaverage

brandpopularity

of37%.77%

ofindustryconsumers

inBrazil

saythey

consumeLe?o,

with

the

average

consumption

of

abrand

at33%.BuzzPopularity93%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Le?o

hasbeen

noticed

more

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

50%

comparedto23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Iced

tea‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=1,085,

respondents

who

know

the

individual

brand

(popularity),

n=1,085,

respondentswho

know

the

individual

brand

(consumption),

n=840,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,085,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Le?o

ranks

first

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLe?oRank#

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.1Le?o87%70%57%50%44%44%36%36%33%29%13%2Reido

MateLipton34Native5Feel

GoodPoder

daTerraLifeMixUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678ShefaOutofallrespondents,

87%

were

aware

of

Le?o.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.87%N/A9MateeTalBaer

MateAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Le?o

is

82%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLe?oRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Le?o82%57%56%36%33%32%31%31%27%25%18%2Reido

MateLipton34NativeOutofconsumers

who

knew

thebrand,

82%

saidtheyliked

Le?o.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.5MateeTalCháYaí67Baer

MatePoder

daTerraFeel

GoodLifeMix882%9PopularityN/A1014

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,085,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Le?o

ranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLe?oRank#

BrandUsage

%77%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Le?o23%2Lipton51%3Reido

MateMateeTalCháYaí48%Outofconsumers

who

knew

thebrand,

77%

saidtheyconsumed

Le?o.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.431%530%6Native30%7Poder

daTerraBaer

MateFeel

GoodFriizi29%77%826%925%UsageN/A1024%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,085,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Le?o

is

first

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLe?o’s

consumersRank#

BrandLoyalty

%93%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.7%1Le?o2Lipton87%3Reido

MateLifeMixCháYaí87%486%584%6Rio83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Native82%8Poder

daTerraFeel

GoodMateeTal80%93%N/A979%Outofrespondents

whohaveconsumed

Le?o,

93%saidthey

would

consume

the

brandagain.Loyalty1078%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=840,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Le?o

has

a

score

of

50%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLe?oRank#

BrandBuzz%50%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Le?o2Lipton32%3Reido

MateNative28%Outofconsumers

who

knew

thebrand,

50%

saidtheyhadheardaboutLe?o

inthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.423%50%50%5MateeTalPoder

daTerraBaer

MateCháYaí21%621%721%821%9Feel

GoodLifeMix20%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,085,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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