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CONSUMER&
BRANDBrand
KPIs
for
beers:
Bud
Lightin
the
U.S.Consumer
InsightsSeptember2023Discover
your
brands
KPIs
and
benchmark
against
competitors
and
find
outwho
says
whatIntroduction:
studydetailsThe
reportMethodologyDesign:OnlineSurveyThisreport
hasbeen
created
usingthedatafromStatista’sConsumer
Insights
Brand
KPIs.
Thereportprovides
you
with
key
consumer
insightsandDuration:
approx.
15
minutesbenchmark
abrandsperformance
againsttheindustry
Language:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeoverall
and
theircompetitors.Ourdataallows
you
tomeasure
each
brandspositioninthemarket
bycreating
aprofile
usingStatista’s5key
performance
indicators.
Which
are:
awareness,popularity,usage,loyalty
and
media
buzz.Region:
Germany,
U.S.andUKNumberofrespondents:
approx.
3,720Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThisreport
is
basedon
BudLights’performance
inthebeer
market.Fieldwork:August
2023Ifyou
would
liketofind
out
more
abouttheConsumerInsightsatthelink.or
theBrandProfiler,
please
click2Sources:Consumer
Insights
Global,
asofSeptember
2023Bud
Light
sustains
its
market
relevance
by
consistently
captivating
youngergenerations
withits
enduring
appeal
and
substantial
media
influenceIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•
BudLightisabrandforthe
younger
generation,with
Millennials
the
most
likely
to
feel
anaffinity
tothe
current
brandingstrategy•
BudLightexcels
above
theindustryaverage
inallkeyperformance
indicators•
BudLightisintheTop2performing
brandsfor:•
Men
are
more
likely
tolikeBudLightasabrand•
Awareness•
Popularity•
Consumption•
Buzzthan
women•
BudLighthasahigherproportion
of
LGBTQIA+consumers
when
compared
tothe
industryaverage•
BudLightisabrandthatexhibitsaslightlyhighertendency
toattractconsumers
fromhigh-incomegroups•BudLightstandsprominently
inthe
industry,securing
the
firstposition
inthebuzzcategory
andholdingastrong
second
position
incategories
suchasawareness,
popularity,and
consumption•
It’sgenerally
people
innuclearhouseholds
thatlikeBudLight•
However,
they
need
tofocuson
abroader
strategywith
loyalty
beingamajor
issue.
Addressthisand
thebrandwill
continuetoexpand3CHAPTER
01Brand
profileInthissection,
the
brandprofile
displayshow
abrand
is
positioned
withintheirindustryof
thatcountryamong
5strategic
consumer
values.
Itgoes
on
toshow
demographics
andattitudesoftheconsumerswho
saythey
likethebrand,
soabrandcanhaveaclear
vision
of
whotheirbrandingiscurrentlyappealingto.4Bud
Light
enjoys
a
media
buzz
in
the
U.S.
that
significantly
surpasses
theindustry
averageBrand
profile:
snapshotBudLights’brandperformance
within
the
industryofAmerican
online
consumers88%73%45%42%40%30%23%20%19%16%AwarenessPopularityConsumptionLoyaltyBuzzBrand
UsersIndustryUsers5Notes:Recode
based
onBeerawareness,popularity,
usage,
loyalty
and
buzz
by
brand;
Multi
Pick;Base:n=761,
respondents
who
have
consumed
beerConsumer
Insights
Global,
asofSeptember
2023Sources:Bud
Light
is
popular
among
the
youngergenerations
in
the
beer
marketBrand
Profile:
consumer
demographics
(1/3)BudLightresonates
well
with
theyoungergenerations,
Generation
of
consumerswho
likeBudLightinparticular,Millennials.
47%
of
Millennial
consumers47%who
drinkbeer
are
fans
of
BudLightcompared
to43%of
Millennials
who
know
anybrandsinthebeermarket.43%Gen
Xers
and
Baby
Boomers
are
lesslikely
to
feelpositively
towards
BudLightwith
25%
and
6%
sayingthey
likethem,respectively
lower
thantheindustryaverage.29%25%22%18%10%6%Gen
ZMillennialsGen
XBaby
boomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobeer,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=334,
BudLight
enthusiast,
n=818,
beerdrinkersConsumer
Insights
Global,
asofSeptember
2023Sources:Men
are
more
likely
to
like
Bud
Light
as
a
brand
than
womenBrand
Profile:
consumer
demographics
(2/3)GenderofBudLightfansTheGender
splitbetween
brandenthusiastsof
BudLightshows
men
arevery
likely
tohaveanaffinity
with
thebrandover
women,
compared
totheIndustryaverage.LGBTQIA+status
ofBudLight
fansBudLighthasahigherproportion
ofLGBTQIA+
consumers
when
comparedtothe
industryaverage
forbeerdrinkers.13%11%13%
ofBud
Light
drinkers
considerthemselves
to
bepartof
theLGBTQIA+community
compared
to11%
overall.
ItappearsthatBud
Lighthassuccessfullyattracted
diverse
audiences
and
isexploring
opportunities
intargetinguntapped
demographics.57%60%60%
ofmen
likeBudLightcompared
to40%
ofwomen,
whereas
theindustryaverage
forbeer
consumers
shows
57%of
men
drinkbeer
compared
to
43%
ofwomen.85%86%43%40%3%3%Brand
enthusiastMaleIndustryusersFemaleBrand
enthusiastIndustryusersNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
beer,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=334,
Bud
Light
enthusiast,n=818,
beer
drinkersSources:Consumer
Insights
Global,
asofSeptember
2023It’s
generally
people
in
nuclear
households
who
like
Bud
LightBrand
Profile:
consumer
demographics
(3/3)Income
rangeThetypicalincome
of
aBudLightdrinker
Householdtypeisfairly
similar
to
theaverage
beer16%
ofBud
Light
drinkers
are
fromsinglehouseholds.
Couples
arelesslikely
to
useBudLightthan
otherbrandsandforthenuclearfamily,itisthehighest.16%20%drinker,
but
there
isaslightlylargerpresence
of
BudLightdrinkers
inhigher-income
groups.Single42%32%44%13%18%Hence,
Bud
Light
is
abrand
thatexhibitsaslightlyhighertendency
to
attractconsumers
from
high-income
groups.Therefore,
with
thenuclear
householdmarket
wrapped
up
BudLightmay
wanttoconsider
opportunities
and
targetadvertising
atsingleandcouplehouseholds.Couple38%30%Nuclear
familySingleparentOther28%28%14%11%27%19%21%Brand
enthusiastHighIndustryusersMediumLowBrand
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
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=334,
BudLight
enthusiast,
n=818,
beerdrinkersConsumer
Insights
Global,
asofSeptember
2023Sources:Consumers
who
like
Bud
Light
take
sustainability
more
seriously
thanconsumers
in
generalBrand
profile:
attitudesWhat
do
consumersthink
ofbeeringeneral?42%
ofconsumers
wholike
BudLightsay
theyare
well
informed
when
itcomes
to
beer
and
22%
of
theseconsumers
say
thattheycan’timagine
theirlifewithout
beer.
Thiscompares
toamarket
average
of
33%
and19%,
respectively.How
doespriceeffect
theirdecisions?24%
ofconsumers
wholike
BudLightsay
alow
priceis
more
important
thanhigh
qualitywhen
itcomes
tobeer,compared
to
market
average
of
20%.Do
consumerstrusttheirbeer?Relying
onbrandsconsumers
knowandtrustwhen
itcomes
tobeer
isimportant
to39%
ofconsumers
who
likeBudLight,compared
to
themarket
average
of36%.Do
beerproductsneed
to
innovateto
stay
relevant?37%
ofconsumers
wholike
BudLightsay
beer
products
excite
themwith
38%
confirming
they
liketotryoutnewandinnovativebeer
products.
Thiscompares
toamarket
average
of
31%
each,respectively.How
important
issustainability
toconsumers?According
to30%
ofconsumers
who
likeBudLight,sustainabilityisimportant
when
itcomes
tobeer,
comparedtothe
market
average
of
22%.9Notes:“Which
ofthese
statements
about
beerdo
youagreewith?”;
Multi
Pick;“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=334,
Bud
Light
enthusiast,
n=818,
beerdrinkersSources:Consumer
Insights
Global,
asofSeptember
2023CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherimportant
brands.10Bud
Light
performs
better
than
the
industry
average
in
all
categories
except
forloyaltyBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performance
withinthebeermarketWhen
itcomes
to
beer,
the
average
awareness
for
abrandinthe
U.S.
is68%.
Awareness
of
BudLight,however,
is
higherat87%.Awareness90%With,33%
of
American
beer
drinkers
sayingthey
likeBudLight,BudLightfinds
itself
more
than
theaverage,
23%,
forpopularity.30%
ofbeer
drinkers
intheU.S.say
theydrink
BudLight,with
the
average
usageof
abrandat18%BuzzPopularity76%
ofBud
Lightdrinkers
say
theywould
consume
thebrandagaincompared
toan
average
loyalty
score
of78%.BudLightismore
likely
to
beseen
inthe
media
thanother
brands,with
a“Buzz”score
of45%
compared
to21%.LoyaltyConsumptionIndustryaverageBrand11
Notes:Sources:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,152,
all
respondents
(awareness),
n=998,
respondents
who
know
the
individual
brand
(popularity),
n=998,
respondents
who
know
theindividual
brand(consumption),
n=303,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=998,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofSeptember
2023Bud
Light
was
the
second
most
recognized
brand
in
the
beer
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofBudLightRank#
BrandAwareness
%Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
thebrand'slogo
and
thewrittenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.1Corona87%87%85%85%80%79%77%76%74%73%13%2BudLightBudweiserHeinekenMiller3Outofrespondents
whodrink
beer,
87%
were
awareof
BudLight.
This
ranksthemin2nd
placecompared
toother
brandssurveyed
inthismarket.45Thebrand
leading
thisKPI
isCorona
who
scored
anawareness
ratingof87%.6Coors7MichelobBusch887%9BlueMoonModeloAwareNot
aware10Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1152,
all
respondents
(awareness)Consumer
Insights
Global,
asofSeptember
2023Sources:Bud
Light
ranks
second
among
the
most
popular
brands
in
the
beer
marketBrand
KPIs
&benchmarking:
popularitySummaryPopularity
ofBudLightRank#
BrandPopularity%Tofind
outhow
popularthebrandwas,
we
asked
eachrespondent:
“When
itcomes
to
beer,
which
ofthefollowing
brandsdoyou
like?”.1Corona35%33%30%30%30%30%24%23%23%21%2BudLightBudweiserBlueMoonBrooklyn
BreweryHeinekenGuinnessModeloOutofconsumers
who
knew
thebrand
33%
saidtheyliked
BudLight.Thisranksthemin2nd
placecomparedtootherbrandssurveyed
inthismarket.33%34Corona
whoscored
apopularityratingof
33%
isleading
this
KPI.Occupyingthesecond
position,
BudLightstands
out
asafirmly
established
brand
intermsof
popularity.5667%789CoorsLikeDonotlike10Dos
EquisNotes:“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=998,
respondents
who
know
the
individual
brand(popularity)Consumer
Insights
Global,
asofSeptember
2023Sources:Bud
Light
secured
the
second
spot
for
the
most
consumed
beerBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofBudLightRank#
BrandUsage
%31%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsothen
beingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
beer,
which
ofthefollowing
brandshaveyouconsumed
inthepast12
months?”.1Corona2BudLightBrooklyn
BreweryBudweiserBlueMoonHeinekenModelo30%30%330%Outofconsumers
who
knew
thebrand
30%
saidtheyconsumed
BudLight.Thisranksthemin2nd
placecompared
to
other
brandssurveyed
inthismarket.426%524%Thebrand
leading
thisKPI
is
Corona
who
hadaconsumption
ratingof31%.
Securing
thesecondposition
intherankings,BudLightisone
ofthepremier
providers
inthe
beer
industry.622%720%70%8GuinnessCoors18%918%ConsumeDonotconsume10Beck's18%Notes:“When
it
comesto
beer,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=998,
respondents
who
know
the
individual
brand
(consumption)Consumer
Insights
Global,
asofSeptember
2023Sources:Bud
Light
did
not
make
it
into
the
top
10
for
having
the
most
loyal
consumers
inthe
beer
marketBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofBudLights’consumersRank#
BrandLoyalty
%87%Afterascertaining
theconsumer
use
of
abrandin
thelast12
months,thenext
most
important
indicatoristoestablish
whether
abrand
cankeep
acustomer.
Todothatwe
measure
theloyalty
ofthese
consumers
byaskingeach
respondent:
“When
itcomes
to
beer,which
of
thefollowing
brandsare
you
likely
touseagaininthefuture?”.1Beck's24%2Yuengling85%3Heineken84%4SamuelAdamsModelo84%Outofconsumers
who
haveconsumed
BudLight,76%saidthey
would
consume
itagaininthefuture.Thisranksoutsidethe
top
10
positionscompared
to
otherbrandssurveyed
inthismarket.583%6BudweiserMichelob83%783%Beck’s,
whoscored
aloyalty
score
of87%
is
leadingthisKPI.Despite
strong
brand
recognition,
BudLightdoesn't
secure
atop-ten
position
inconsumer
loyalty,indicating
thatmanyconsumers
may
notstronglyfavorremaining
loyal
tothebrand.76%StellaArtoisNew
Belgium
BrewingBlueMoon83%8983%LoyalNot
return1081%Notes:“When
it
comesto
beer,which
ofthe
following
brands
are
youlikely
touse
againin
the
future?”;
Multi
Pick;Base:n=303,
respondents
who
have
consumed
the
individual
brand
(loyalty)Consumer
Insights
Global,
asofSeptember
2023Sources:Bud
Light
held
the
prominent
position
as
the
mostheardabout
brand
in
themedia
within
the
beer
marketBrand
KPIs
&benchmarking:
buzzSummaryBuzz
ofBudLightRank#
BrandBuzz%45%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
thefollowing
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1BudLightBudweiserBrooklyn
BreweryCorona237%333%Outofconsumers
who
knew
thebrand
45%
saidtheyhadheardaboutBud
Lightinthemedia.
Thisranksthemin1st
placecompared
toother
brandssurveyedinthismarket.432%45%5Coors26%55%6BlueMoonModelo25%Budweiser
andBrooklyn
Brewery
sealed
the2nd
and3rd
spotswith
the
buzz
score
of
37%
and33%723%respectively.
Atthetop,BudLightwields
significantmedia
influence
throughadvertising,sponsorships,andproductlaunches,maintainingaconsistent
focuson
engagingconsumers
andpromoting
itsproducts.8HeinekenDos
EquisBusch23%921%BuzzNobuzz1019%Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=998,
respondents
who
know
the
individual
brand
(Buzz)Consumer
Insights
Global,
asofSeptember
2023Sources:CONSUMER
INSIGHTSUnderstand
what
drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights
youget
access
tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys
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