brand kpis fuer eistee celestial seasonings in mexiko-外文版培訓課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

CelestialSeasonings

in

MexicoConsumer

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

Celestial

Seasonings’performance

inthe

iced

tea

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

202466%

of

Celestial

Seasonings

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Celestial

Seasonings’

branding

resonates

more

with?Celestial

Seasonings

rankseighthinawareness

withinMillennialsthe

iced

teamarket?Celestial

Seasonings

generally

appealsto

men

more?Thepopularity

ratingof

Celestial

Seasonings

is

24%than

women?Celestial

Seasonings

ranksoutsidetheTop10

in?Among

Celestial

Seasonings

enthusiasts,40%

fallconsumptionunderthe

high-income

category?Interms

of

loyalty,Celestial

Seasonings

isoutsidethe?Consumers

want

theiriced

tea

brandsto

haveTop

10inMexicoauthenticity,reliability,

and

coolness?Celestial

Seasonings

hasascore

of

21%

formediabuzz3Sources:

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

Celestial

Seasonings

at

66%Brand

profile:

snapshotBrand

performance

of

Celestial

Seasonings

inMexico66%25%24%21%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=317,

respondents

who

know

the

individual

brand

(popularity),

n=317,

respondents

whoknow

the

individual

brand(consumption),

n=65,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=317,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Celestial

Seasonings’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations52%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCelestial

Seasonings

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatCelestial

Seasonings

islikedby1%

of

Babyboomers

and

21%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

25%,

respectively.40%32%25%25%21%ForMillennials

andGen

Z,

52%

and

25%

feel

positivelytowards

Celestial

Seasonings,

versus

40%

and

32%.

Socurrently,

forCelestial

Seasonings,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.3%1%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=75,

Celestial

Seasonings

enthusiast,

n=1,120,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Celestial

Seasonings

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Celestial

Seasoningsshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Celestial

Seasoningshasahigherproportion

ofLGBTQIA+45%55%51%49%55%

ofmen

likeCelestial

Seasoningscompared

to

45%

of

women,

whereasfortheoverall

industry,51%

of

womenconsume

iced

tea

compared

to

49%

ofmen.88%87%consumers

when

compared

totheindustryusers

ingeneral.12%

ofCelestial

Seasonings

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.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=75,

Celestial

Seasoningsenthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Celestial

Seasonings

enthusiasts,

40%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%6%Single32%40%11%13%CoupleSingleparentNuclear40%

ofCelestial

Seasonings

enthusiastsarefrom

high-income

households.Celestial

Seasonings’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

49%

ofCelestial

Seasonings

enthusiastshavethiscurrent

living

situation.4%8%49%40%28%35%36%Multi-generational13%11%11%ExtendedOther24%24%4%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=75,

Celestial

Seasonings

enthusiast,

n=1,120,

icedtea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

authenticity,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

coolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessCelestial

Seasonings

consumers

alsoappreciate

these

key

attributes,indicating

Celestial

Seasonings

exudesthese

qualities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatCelestial

Seasoningsenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityCelestial

Seasonings

shouldwork

onpromoting

innovation

to

convertenthusiastsintoowners.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=65,

Celestial

Seasonings

consumers’,n=75,

Celestial

Seasonings

enthusiast,

n=1,120,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Celestial

Seasonings

fans,

61%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?61%56%48%48%45%43%31%22%21%18%16%9%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=75,

Celestial

Seasonings

enthusiast,

n=1,120,

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.1166%

of

Celestial

Seasonings

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinMexico

is35%.

Awareness

of

CelestialSeasonings,

however,

is

at25%.Awareness24%

ofMexican

iced

teaconsumers

say

theylikeCelestial

Seasonings,

compared

toanindustryaveragebrandpopularityof

39%.21%

ofindustryconsumers

inMexico

say

theyconsume

Celestial

Seasonings,

with

the

averageconsumption

ofabrandat34%.BuzzPopularity66%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of74%.Celestial

Seasonings

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

21%

compared

to26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=317,

respondents

who

know

the

individual

brand

(popularity),

n=317,

respondents

whoknow

the

individual

brand(consumption),

n=65,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=317,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Celestial

Seasonings

ranks

eighth

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCelestial

SeasoningsRank#

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.1AriZona88%81%68%34%33%27%26%25%25%25%2Lipton25%3Therbal4Teasana5TwiningsTeavanaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Harney

&SonsCelestial

SeasoningsTianTé75%8Outofallrespondents,

25%

were

aware

of

CelestialSeasonings.

Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Tessito13

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

Celestial

Seasonings

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCelestial

SeasoningsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AriZona81%74%57%42%38%34%32%32%31%30%24%2Lipton3Therbal4TwiningsEuro

TeOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

Celestial

Seasonings.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.56Tessito7TheRepublicofTeaHarney

&SonsTeavana76%89PopularityN/A10TianTé14

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=317,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Celestial

Seasonings

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCelestial

SeasoningsRank#

BrandUsage

%76%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1AriZona21%2Lipton68%3Therbal51%Outofconsumers

who

knew

thebrand,

21%

saidtheyconsumed

Celestial

Seasonings.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4TwiningsTessito37%533%6Euro

Te30%7Teasana30%8TianTé26%79%9Bigelow26%UsageN/A10Leticia

SáenzTeaSumiller26%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=317,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Celestial

Seasonings

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCelestial

Seasonings’

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.1AriZona2Lipton87%34%3Therbal83%4TwiningsTianTé82%579%6Teavana76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.66%Bigelow71%78TheRepublicofTeaHarney

&SonsEuro

Te70%970%Outofrespondents

whohaveconsumed

CelestialSeasonings,

66%

saidtheywould

consume

thebrandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=65,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Celestial

Seasonings

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCelestial

SeasoningsRank#

BrandBuzz%57%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AriZona21%2Lipton57%3Therbal33%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutCelestial

Seasonings

inthe

media.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.4Leticia

SáenzTeaSumillerHarney

&SonsEuro

Te25%524%623%7Tessito23%8TheRepublicofTeaTianTé22%79%921%BuzzN/A10Celestial

Seasonings21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=317,

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

consumerinsightstomaked