Brand KPIs for ready-made-food Healthy Choice in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

ready-made-food:Healthy

Choice

in

the

United

StatesConsumer

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

Healthy

Choice’s

performanceinthe

ready-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,

asofDecember202480%

of

Healthy

Choice

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Healthy

Choice’s

branding

resonates

more

with

Baby

•Healthy

Choicerankseighthinawareness

withintheBoomersready-made-food

market•Healthy

Choicegenerally

appealstowomen

morethan

men•Thepopularity

ratingof

Healthy

Choiceis39%•Healthy

Choicerankstenthinconsumption•Among

HealthyChoice

enthusiasts,35%

fallunderthe

high-income

category•Interms

of

loyalty,Healthy

Choice

isoutsidetheTop10

inthe

United

States•Consumers

want

theirready-made-food

brandstohavehighvalue,authenticity,and

honesty

/trustworthiness•Healthy

Choicehasascore

of

21%

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

forHealthy

Choice

at

80%Brand

profile:

snapshotBrand

performance

of

HealthyChoice

intheUnited

States80%75%39%32%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=934,

respondents

who

know

the

individual

brand

(popularity),

n=934,respondents

who

know

the

individual

brand

(consumption),

n=299,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=934,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Healthy

Choice’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHealthy

Choice

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHealthy

Choice

islikedby16%

of

Babyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

11%

and

28%,

respectively.32%28%25%16%ForMillennials

andGen

Z,

38%

and

14%

feel

positivelytowards

Healthy

Choice,

versus

36%

and

25%.

Socurrently,

forHealthy

Choice,Baby

Boomers

connectmost

with

theirbrandcompared

tothe

overall

industryuser.14%11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=367,

Healthy

Choice

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Healthy

Choice

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Healthy

Choice

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Healthy

Choicehasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%54%54%

ofwomen

likeHealthy

Choicecompared

to

46%

of

men,whereas

forthe

overall

industry,50%

of

womenconsume

ready-made-food

compared

to50%

ofmen.91%7%

of

Healthy

Choiceenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

overall.46%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=367,

HealthyChoice

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Healthy

Choice

enthusiasts,

35%

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.25%24%Single31%37%32%35%18%18%CoupleSingleparentNuclear35%

ofHealthy

Choice

enthusiastsarefrom

high-income

households.Healthy

Choice’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

23%

ofHealthy

Choice

enthusiastshavethiscurrent

living

situation.9%11%23%36%16%Multi-generational5%4%14%19%ExtendedOther28%6%7%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=367,

Healthy

Choice

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

high

value,authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarehighvalue,authenticity,andhonesty/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Healthy

Choice

consumers

alsoappreciate

these

key

attributes,indicating

Healthy

Choice

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatHealthyChoiceenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessHealthy

Choice

shouldwork

onpromoting

highvalueto

convertenthusiastsintoowners.HighvalueHonesty/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=299,

Healthy

Choice

consumers’,

n=367,

Healthy

Choice

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Healthy

Choice

fans,

35%

state

that

they

get

excited

about

ready-made-food

productsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?49%43%35%35%31%28%28%25%25%22%20%17%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=367,

Healthy

Choice

enthusiast,n=1,143,

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.1180%

of

Healthy

Choice

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinthe

United

Statesis62%.Awareness

ofHealthy

Choice,

however,

isat75%.Awareness39%

ofU.S.

ready-made-food

consumers

say

theylikeHealthy

Choice,

compared

toanindustryaveragebrandpopularityof

40%.32%

ofindustryconsumers

intheUnited

Statessaythey

consume

Healthy

Choice,

withtheaverageconsumption

ofabrandat34%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Healthy

Choice

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of21%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=934,

respondents

who

know

the

individual

brand

(popularity),

n=934,respondents

who

know

the

individual

brand

(consumption),

n=299,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=934,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Healthy

Choice

ranks

eighth

in

awareness

within

the

ready-made-food

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHealthy

ChoiceRank#

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.1Kraft90%87%85%84%83%79%75%75%74%73%2Campbell'sPanera

BreadChef

BoyardeeStouffer's25%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Banquet7Lean

CuisineHealthy

ChoiceHormel75%8Outofallrespondents,

75%

were

aware

of

HealthyChoice.

Thisranksthemeighth

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Marie

Callender's13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Healthy

Choice

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHealthy

ChoiceRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Campbell'sKraft58%53%50%50%49%49%48%43%42%39%23Stouffer's39%4BanquetOutofconsumers

who

knew

thebrand,

39%

saidtheyliked

Healthy

Choice.

Thisranksthemtenthcomparedtootherbrandssurveyed

inthismarket.5Marie

Callender'sChef

BoyardeeBird´sEyeMaruchanKnorr661%789PopularityN/A10Healthy

Choice14

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=934,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Healthy

Choice

ranks

tenth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHealthy

ChoiceRank#

BrandUsage

%51%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.1Campbell'sKraft246%32%3Banquet45%Outofconsumers

who

knew

thebrand,

32%

saidtheyconsumed

Healthy

Choice.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4MaruchanStouffer's43%542%6Chef

BoyardeeMarie

Callender'sBird´sEyeKnorr41%740%68%838%936%UsageN/A10Healthy

Choice32%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=934,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Healthy

Choice

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHealthy

Choice’sconsumersRank#

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.1Stouffer's20%2Amy´sKitchenKraft88%386%4Chef

BoyardeeMaruchan86%586%6Banquet85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Campbell'sPanera

BreadMarie

Callender'sBird´sEye85%884%80%983%Outofrespondents

whohaveconsumed

HealthyChoice,

80%

saidtheywould

consume

thebrandagain.LoyaltyN/A1083%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=299,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Healthy

Choice

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHealthy

ChoiceRank#

BrandBuzz%34%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Campbell'sKraft21%229%3ChefBoyardeeAnnieChunPanera

BreadBanquet28%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutHealthy

Choice

inthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.426%526%625%7Bird´sEyeAmy´sKitchenDevour24%823%79%923%BuzzN/A10Healthy

Choice21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=934,

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

consumerinsightstomake