Brand KPIs for ready-made-food Kitano Brazil-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

ready-made-food:Kitano

in

BrazilConsumer

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

Kitano’sperformance

intheready-made-food

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,

asofDecember202483%

of

Kitano

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Kitano’sbrandingresonates

more

with

Millennials•Kitano

generally

appealstowomen

more

than

men•Kitano

rankssixthinawareness

withintheready-made-food

market•Thepopularity

ratingof

Kitano

is34%•Kitano

rankstenthinconsumption•Among

Kitano

enthusiasts,40%

fallunderthe

high-income

category•Consumers

want

theirready-made-food

brandstohavereliability,honesty

/trustworthiness,

andauthenticity•Interms

of

loyalty,Kitano

is

outsidethe

Top

10

inBrazil•Kitano

hasascore

of16%

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

Kitano

at

83%Brand

profile:

snapshotBrand

performance

of

Kitano

inBrazil83%81%34%29%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,013,

respondents

who

know

the

individual

brand

(popularity),

n=1,013,respondents

who

know

the

individual

brand

(consumption),

n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,013,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKitano

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatKitano

islikedby3%

of

Babyboomers

and30%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.30%29%27%24%ForMillennials

andGen

Z,

43%

and

24%

feel

positivelytowards

Kitano,versus

40%

and29%.

So

currently,

forKitano,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=345,

Kitano

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kitano

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kitano

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.55%

ofwomen

likeKitano

compared

to45%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

ready-made-food

compared

to

49%

of

men.51%49%55%87%12%

ofKitanoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=345,

Kitanoenthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitano

enthusiasts,

40%

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.5%8%Single31%34%40%13%14%CoupleSingleparentNuclear40%

ofKitanoenthusiastsarefrom

high-income

households.Kitano’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

Kitanoenthusiastshavethiscurrent

livingsituation.9%8%43%36%29%Multi-generational9%8%35%19%23%31%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=345,

Kitano

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Kitano

consumers

alsoappreciate

thesekey

attributes,indicating

Kitano

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKitano

enthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityKitano

should

work

on

promotingauthenticityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ready-made-food,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=292,

Kitano

consumers’,

n=345,

Kitano

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kitano

fans,

53%

state

that

they

get

excited

about

ready-made-foodproductsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?54%53%44%40%39%39%37%34%28%27%27%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

ready-made-food

topicsrelating

toproductsready-made-foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ready-made-food

do

youagree

with?”;

Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=345,

Kitano

enthusiast,

n=1,183,ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1183%

of

Kitano

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinBrazil

is59%.

Awareness

ofKitano,however,

isat81%.Awareness34%

ofBrazilian

ready-made-food

consumers

say

theylikeKitano,compared

toanindustryaverage

brandpopularity

of44%.28%

ofindustryconsumers

inBrazil

saythey

consumeKitano,with

the

average

consumption

of

abrandat40%.BuzzPopularity83%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of85%.Kitano

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

16%

comparedto27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=1,013,

respondents

who

know

the

individual

brand

(popularity),

n=1,013,respondents

who

know

the

individual

brand

(consumption),

n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,013,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

ranks

sixth

in

awareness

within

the

ready-made-food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKitanoRank#

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.1PerdigãoSadia97%97%97%89%85%81%72%69%48%43%19%23Seara4Maggi5KnorrUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6KitanoCatupirySwift78Outofallrespondents,

81%

were

aware

of

Kitano.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.81%9Pif

PafBemBrasilAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Kitano

is

34%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKitanoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Sadia82%78%75%56%48%43%43%42%41%34%2PerdigãoSeara34%34CatupiryBemBrasilKnorrOutofconsumers

who

knew

thebrand,

34%

saidtheyliked

Kitano.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.5666%Swift78Maggi9Pif

PafKitanoPopularityN/A1014

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,013,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKitanoRank#

BrandUsage

%80%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Sadiaconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.2PerdigãoSeara73%29%372%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Kitano.Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.4CatupiryBemBrasilKnorr48%547%639%7Pif

PafMaggi36%71%835%9Swift34%UsageN/A10Kitano29%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,013,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kitano

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKitano’s

consumersRank#

BrandLoyalty

%91%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.1Sadia17%2PerdigãoCatupirySeara89%388%488%5Vapza87%6Swift86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7D'Aucy86%8BemBrasilDe

MarchiPlant

Plus

Foods86%83%986%Outofrespondents

whohaveconsumed

Kitano,83%saidthey

would

consume

the

brandagain.LoyaltyN/A1084%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=292,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kitano

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKitanoRank#

BrandBuzz%65%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Sadia16%2PerdigãoSeara59%356%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutKitanointhemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4BemBrasilKnorr27%525%6Swift25%7Maggi22%8Pif

Paf19%84%9CatupiryDe

Marchi18%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,013,

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.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

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