Brand KPIs for spreads whole earth in the united kingdom-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

spreads:

Whole

Earthin

the

United

KingdomConsumer

Insights

reportNovember2024Discover

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

Whole

Earth’sperformance

inthe

spread

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,

asofNovember202484%

of

Whole

Earth

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Whole

Earth’sbrandingresonates

more

with

Gen

X?Whole

Earthrankstenthinawareness

within

thespread

market?Whole

Earthgenerally

appealstowomen

more

thanmen?Thepopularity

ratingof

Whole

Earthis26%?Among

Whole

Earthenthusiasts,46%

fallunderthe?Whole

Earthranksoutside

the

Top

10

inconsumptionhigh-income

category?Interms

of

loyalty,Whole

Earthis

seventh

inthe?Consumers

want

theirspread

brandstohaveUnited

Kingdomreliability,

high

value,andhonesty

/trustworthiness?Whole

Earthhasascore

of4%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Whole

Earth

at

84%Brand

profile:

snapshotBrand

performance

of

WholeEarth

intheUnited

Kingdom84%49%26%22%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Spreads

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=611,

respondents

who

know

the

individual

brand

(popularity),

n=611,

respondents

whoknow

the

individual

brand(consumption),

n=132,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=611,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Earth’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%34%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWhole

Earthbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatWhole

Earthislikedby13%

of

Babyboomers

and34%of

Gen

Xers,whereas

the

total

shareof

industryusersis11%

and29%,

respectively.29%25%ForMillennials

andGen

Z,

39%

and

14%

feel

positivelytowards

Whole

Earth,versus

34%

and25%.

So14%13%11%currently,

forWhole

Earth,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestospreads,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=158,

Whole

Earthenthusiast,

n=1,157,

spread

consumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Earth

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Whole

Earthshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Whole

Earthhasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%67%

ofwomen

likeWhole

Earthcompared

to

33%

of

men,whereas

forthe

overall

industry,51%

of

womenconsume

spreads

compared

to49%

ofmen.67%90%87%11%

ofWhole

Earthenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.33%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

spreads,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=158,

Whole

Earthenthusiast,

n=1,157,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Whole

Earth

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.22%18%Single35%17%20%CoupleSingleparentNuclear46%46%

ofWhole

Earthenthusiastsare

fromhigh-income

households.Whole

Earth’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

35%

ofWhole

Earthenthusiastshavethiscurrent

living

situation.11%10%35%30%35%31%32%Multi-generational1%3%9%ExtendedOther16%22%5%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

spreads,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=158,

Whole

Earthenthusiast,

n=1,157,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

spread

brands

to

have

reliability,

high

value,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

spread

brandsForspreads,

the

top

three

qualitiesconsumers

want

fromabrandarereliability,

high

value,andhonesty

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

Earthconsumers

alsoappreciatethese

key

attributes,indicatingWholeEarthexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatWhole

Earthenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityWhole

Earthshould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

spreads,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tospreads,

which

of

the

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tospreads,

which

ofthefollowing

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=132,

Whole

Earthconsumers’,n=158,

Whole

Earth

enthusiast,

n=1,157,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Whole

Earth

fans,

20%

state

that

they

get

excited

about

spread

productsBrand

profile:

attitudesWhat

doconsumersthink

ofspreadsingeneral?41%34%32%28%21%20%19%19%17%16%15%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

spread

products

topicsrelating

tospreadsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

spreads

do

youagreewith?”;

Multi

Pick;“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=158,

Whole

Earthenthusiast,

n=1,157,

spreadconsumersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Whole

Earth

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

spreads,

the

average

awareness

ofabrandinthe

United

Kingdom

is

56%.

Awareness

ofWhole

Earth,however,

isat49%.Awareness26%

ofUK

spread

consumers

saytheylikeWholeEarth,compared

to

anindustryaverage

brandpopularity

of34%.22%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Whole

Earth,with

the

averageconsumption

ofabrandat27%.BuzzPopularity84%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of78%.Whole

Earthhasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of4%compared

to

14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Spreads

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=611,

respondents

who

know

the

individual

brand

(popularity),

n=611,

respondents

whoknow

the

individual

brand(consumption),

n=132,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=611,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Earth

ranks

tenth

in

awareness

within

the

spread

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWhole

EarthRank#

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.1CadburryNutella94%93%89%87%84%80%77%68%62%49%23PhiladelphiaDairylea449%5MarmiteHartley'sLotus

BiscoffSun-Pat51%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

49%

were

aware

of

WholeEarth.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9RowseAwarenessN/A10WholeEarth13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Whole

Earth

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWhole

EarthRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nutella56%56%50%49%40%39%38%35%33%30%2CadburryPhiladelphiaDairylea26%34Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Whole

Earth.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Lotus

BiscoffHartley's67BonneMamanSun-Pat74%89MarmitePopularityN/A10Pip&Nut14

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=611,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Earth

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofWholeEarthRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

spreads,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Nutella22%2PhiladelphiaCadburryDairylea44%342%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Whole

Earth.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.442%5Lotus

BiscoffHartley'sMarmite31%631%729%8BonneMamanSun-Pat27%78%925%UsageN/A10Hilltop25%15

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=611,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,Whole

Earth

is

seventh

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWhole

Earth’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.1Philadelphia16%2Nutella90%3MarmiteBonneMamanDairylea89%487%587%6Sun-Pat86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

spreads,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7WholeEarthCadburryRowse84%883%84%981%Outofrespondents

whohaveconsumed

Whole

Earth,84%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Meridian79%16

Notes:“When

it

comesto

spreads,which

ofthe

following

brands

areyoulikely

toconsume

again

in

the

future?”;

Multi

Pick;

Base:

n=132,

respondents

who

have

consumed

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Earth

has

a

score

of

4%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWhole

EarthRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.4%1CadburryNutella226%3DairyleaPhiladelphiaLotus

BiscoffHilltop22%Outofconsumers

who

knew

thebrand,

4%

saidtheyhadheardaboutWhole

Earthinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.419%518%617%7JimJamsMackaysMarmiteManiLife17%815%914%96%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=611,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportuniti