Brand KPIs for salty snacks Wasa in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

Wasa

inGermanyConsumer

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

Wasa’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,

asofDecember202480%

of

Wasa

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Wasa’sbrandingresonates

more

withGen

X?Wasagenerally

appealsto

women

more

thanmen?WasaranksoutsidetheTop10

inawareness

withinthe

salty

snackmarket?Thepopularity

ratingof

Wasais

20%?Among

Wasaenthusiasts,39%

fallunderthehigh-income

category?WasaranksoutsidetheTop10

inconsumption?Consumers

want

theirsaltysnackbrandstohave?Interms

of

loyalty,Wasaisoutside

the

Top

10

inhighvalue,honesty

/trustworthiness,

andreliabilityGermany?Wasahasascore

of

6%

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

Wasa

at

80%Brand

profile:

snapshotBrand

performance

of

Wasa

inGermany80%66%20%15%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=827,

respondents

who

know

the

individual

brand

(popularity),

n=827,

respondentswho

know

the

individual

brand

(consumption),

n=120,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=827,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wasa’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWasabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatWasa

islikedby10%

of

Babyboomers

and

49%

of

GenXers,

whereas

thetotalshareof

industryusers

is12%and33%,

respectively.34%33%30%21%ForMillennials

andGen

Z,

30%

and

10%

feel

positivelytowards

Wasa,versus

34%

and

21%.

Socurrently,

forWasa,Gen

Xconnects

most

with

theirbrandcomparedtothe

overall

industryuser.12%10%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=165,

Wasaenthusiast,

n=1,163,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Wasa

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Wasashows

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,

Wasahasasimilarproportionof

LGBTQIA+consumers

when7%7%59%

ofwomen

likeWasacompared

to41%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

saltysnacks

compared

to49%

ofmen.51%49%59%83%87%compared

to

theindustryusers

ingeneral.7%

of

Wasaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.41%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=165,

Wasaenthusiast,

n=1,163,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wasa

enthusiasts,

39%

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.28%27%Single34%33%33%39%22%24%CoupleSingleparentNuclear39%

ofWasa

enthusiastsarefrom

high-income

households.Wasa’sbrandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

33%

ofWasa

enthusiastshavethiscurrent

livingsituation.7%7%33%29%26%Multi-generational3%1%35%4%9%ExtendedOther2%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

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=165,

Wasaenthusiast,

n=1,163,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andreliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Wasaconsumers

alsoappreciate

thesekey

attributes,indicating

Wasaexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatWasaenthusiastsareleast

focused

onare

cleverness

andinclusiveness.ReliabilityExclusivityWasashouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=120,

Wasaconsumers’,n=165,

Wasaenthusiast,

n=1,163,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Wasa

fans,

47%

state

that

they

get

excited

about

salty

snack

productsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?48%47%36%36%35%28%27%25%20%17%14%12%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=165,

Wasaenthusiast,

n=1,163,

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.1180%

of

Wasa

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

inGermany

is62%.

Awareness

of

Wasa,however,

is

at66%.Awareness20%

ofGerman

saltysnackconsumers

say

theylikeWasa,compared

to

anindustryaverage

brandpopularity

of38%.15%

ofindustryconsumers

inGermany

saytheyconsume

Wasa,with

the

average

consumption

ofabrandat31%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of79%.Wasahasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of6%

compared

to15%.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=1,248,

all

respondents

(awareness),

n=827,

respondents

who

know

the

individual

brand

(popularity),

n=827,

respondentswho

know

the

individual

brand

(consumption),

n=120,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=827,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wasaranks

outside

the

Top

10

in

awareness

within

the

salty

snack

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWasaRank#

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.1Funny-Frisch91%91%88%85%84%83%82%78%76%74%2PringlesTuc34%34CrunchchipsChio5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Lay's66%7Pom-B?rültje8Outofallrespondents,

66%

were

aware

of

Wasa.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9SaltlettsNicNacsAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Wasa

is

20%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWasaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Funny-Frisch56%55%51%49%47%47%46%43%41%40%20%2PringlesChio34TucOutofconsumers

who

knew

thebrand,

20%

saidtheyliked

Wasa.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5Lay's6Erdnu?LockenCrunchchipsPom-B?rDoritosNicNacs7880%9PopularityN/A1014

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=827,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wasaranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofWasaRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Funny-Frisch15%2PringlesErdnu?LockenChio46%344%Outofconsumers

who

knew

thebrand,

15%

saidtheyconsumed

Wasa.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.444%5CrunchchipsLay's41%640%7Tuc38%8DoritosPom-B?rNicNacs38%85%936%UsageN/A1031%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=827,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Wasa

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWasa’s

consumersRank#

BrandLoyalty

%89%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.1Funny-Frisch20%2PringlesChio88%387%4SaltlettsXOX87%585%6Tuc85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Erdnu?Lockenültje85%884%80%9CrunchchipsNicNacs83%Outofrespondents

whohaveconsumed

Wasa,80%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=120,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Wasa

has

a

score

of

6%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWasaRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.6%1Funny-Frisch2Pringles29%3Chio24%Outofconsumers

who

knew

thebrand,

6%

saidtheyhadheardaboutWasa

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Lay's24%5Doritos23%6CrunchchipsPom-B?rKettleBrandNicNacs20%719%814%913%94%BuzzN/A10Erdnu?Locken13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=827,

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.

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