Brand KPIs for pet supply online shop Zoo Zajac in Germany-外文版培训课件（2025.2）

Brand

KPIs

for

pet

supply

onlineshops:

Zoo

Zajac

in

GermanyConsumer

Insights

reportDecember

2024CONSUMER

&

BRANDThe

reportThis

report

has

been

created

using

the

data

fromStatista’s

Consumer

Insights

Brand

KPIs.

The

reportprovides

you

with

key

consumer

insights

andbenchmarks

for

a

brand’s

performance

against

theindustry

overall

and

their

competitors.Our

data

allows

you

to

measure

each

brand’s

positionin

the

marketby

creating

a

profile

using

Statista’s

5key

performance

indicators.

Which

are:

awareness,popularity,

usage,

loyalty,

and

media

buzz.This

report

is

based

on

Zoo

Zajac’s

performance

in

thepet

supply

online

shop

market.If

you

would

liketofind

out

more

about

the

ConsumerInsights

at

Statista

or

the

Brand

Profiler,

please

click

the

link

below.MethodologyDesign:

Online

SurveyDuration:

approx.

15

minutesLanguage:

official

language(s)

of

each

country

withAmerican

English

offered

as

an

alternativeRegions:

Brazil,

Germany,

India,

Mexico,

U.S.

and

UKNumber

of

respondents:

approx.

3750Sample:

Internet

users,

aged

18

-

64,

quotas

set

ongender

and

ageFieldwork:

March-April

20242

Notes:Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Introduction:

study

detailsDiscover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

market

impactHowdoes

the

brand

perform

in

the

market?Zoo

Zajac

ranks

outside

the

Top

10

in

awarenesswithin

the

pet

supply

online

shop

marketThe

popularity

rating

ofZoo

Zajac

is

24%Zoo

Zajac

ranks

outside

the

Top

10

in

usageIn

terms

of

loyalty,

ZooZajac

is

seventh

in

GermanyZooZajac

has

a

score

of

12%

for

media

buzz3Introduction:key

insights76%

of

Zoo

Zajac

users

display

loyalty

towards

the

brandWho

does

the

brand

appealto?Zoo

Zajac’s

branding

resonates

more

with

MillennialsZoo

Zajac

generally

appeals

to

women

more

thanmenAmong

Zoo

Zajac

enthusiasts,

36%

fall

under

thehigh-income

categoryConsumers

want

their

pet

supply

online

shop

brandsto

have

reliability,

high

value,

and

friendlinessSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile4CHAPTER

01In

this

section,

we

show

the

demographics

and

attitudes

of

consumers

who

say

they

like

this

brand

versus

the

share

of

industry

users.

The

chapter

aims

to

bring

clarity

to

companies

who

want

to

know

whotheir

branding

is

currently

appealing

to

and

what

they

think

about

the

industry.Brand

performance

of

Zoo

Zajac

in

Germany5

Notes:

Pet

supply

online

shops

‘awareness’,

‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individualbrand

(popularity),

n=222,Brand

profile:

snapshotLoyalty

is

the

highest

scoring

KPI

for

Zoo

Zajac

at

76%AwarenessPopularityUsageLoyaltyBuzz18%24%15%76%12%respondents

who

know

the

individual

brand

(usage),

n=33,

respondents

who

have

used

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Share

of

generations42%Measuring

attitudes

and

opinions

among

generationshelps

identify

your

target

audience

for

your

nextcampaigns.With

that

in

mind,

when

looking

at

the

share

ofconsumerswho

like

Zoo

Zajac

by

generation

versus

theshare

of

industry

users

in

general,wecan

see

that

ZooZajac

is

liked

by

8%

of

Baby

boomers

and

23%

of

GenXers,

whereas

the

total

share

of

industry

users

is

9%and

29%,

respectively.For

Millennials

and

Gen

Z,

42%

and

28%

feel

positivelytowards

Zoo

Zajac,

versus

37%

and

26%.

So

currently,for

Zoo

Zajac,

Millennials

connect

most

with

theirbrand

compared

to

the

overall

industry

user.Brand

profile:

consumer

demographics

(1/3)Zoo

Zajac’s

branding

resonates

more

with

MillennialsGen

ZMillennialsBrand

enthusiast28%26%37%23%29%8%9%Gen

X BabyBoomerIndustry

user6Notes:

“How

old

are

you?”;

Single

Pick;

“When

it

comes

to

pet

supply

onlineshops,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=53,

Zoo

Zajac

enthusiast,n=825,pet

supply

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024GenderThe

Gender

split

between

brandenthusiasts

of

Zoo

Zajac

showsthatwomen

are

more

likely

to

have

anaffinity

with

the

brand

compared

tomen.51%

of

women

like

Zoo

Zajac

comparedto

49%

of

men,

whereasfor

the

overallindustry,

52%

of

women

use

pet

supplyonline

shops

compared

to

48%

of

men.LGBTQIA+

statusUnderstanding

and

respecting

thediverse

needs

and

identities

ofconsumers

is

becoming

more

and

moreimportant,

not

just

froma

sensitivitypoint

of

view,

but

also

from

recognizingpotential

business

opportunities

thatcome

with

inclusivity

and

diversity.

Andcurrently,

Zoo

Zajac

has

a

higherproportion

of

LGBTQIA+

consumerswhen

compared

to

the

industry

users

ingeneral.11%

of

Zoo

Zajac

enthusiasts

considerthemselves

to

be

part

of

the

LGBTQIA+community

compared

to8%

amongindustry

users

overall.Brand

profile:

consumer

demographics

(2/3)Zoo

Zajac

generally

appeals

to

women

more

than

men49%48%51%52%79%86%11%8%Brand

enthusiastYes

NoIndustry

userNot

givenBrand

enthusiastFemaleIndustry

userMale7Notes:

“What

is

your

gender?”;

Single

Pick;

“Do

you

consider

yourself

part

of

the

LGBTQ+

community?”;

Single

Pick;

“When

it

comes

to

pet

supplyonlineshops,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=53,ZooZajac

enthusiast,

n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024The

chart

showsthe

householdtype,taking

into

account

factors

such

ashousehold

size,

family

structure,

andthe

number

of

children.ZooZajac’s

brand

is

generally

enjoyedmore

by

consumers

who

are

part

of

anuclear

household,

38%

of

Zoo

Zajacenthusiasts

have

this

currentlivingsituation.Household

incomeHousehold

type8

Notes:

Recode

based

on

’’Monthly/annual

household

income

(local

currency)’’;

Single

Pick;

Typology

based

on

’’householdsize’’,

’’householdconstellation’’

and

’’childrenunder

the

age

of

14

in

household’’;

Single

Pick;

“When

it

comesBrand

profile:

consumer

demographics

(3/3)Among

Zoo

Zajac

enthusiasts,

36%

fall

under

the

high-income

category25%32%39%34%36%34%Brand

enthusiastIndustry

userHighMedium

LowSingleCoupleSingle

parentNuclearMulti-generationalExtended23%26%19%23%11%9%38%26%0%2%6%12%Other4%3%Brand

enthusiastto

pet

supply

online

shops,

which

of

the

followingbrands

do

you

like?”;

Multi

Pick;

Base:

n=53,

Zoo

Zajac

enthusiast,

n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Industry

userThe

graph

illustrates

the

annualhousehold

income

distribution

amongenthusiasts

of

the

brand

and

userswithin

the

industry.36%

of

Zoo

Zajac

enthusiasts

are

fromhigh-income

households.For

pet

supply

online

shops,

the

topthree

qualities

users

want

from

a

brandare

reliability,

high

value,

andfriendliness.Zoo

Zajac

users

also

appreciate

thesekey

attributes,

indicating

Zoo

Zajacexudes

these

qualities.The

qualities

that

Zoo

Zajac

enthusiastsare

least

focused

on

are

thrill

/excitement

and

inclusiveness.ZooZajac

should

work

on

promotinghonesty

/

trustworthiness

to

convertenthusiasts

into

owners.9

Notes:

“When

it

comes

to

pet

supply

online

shops,

which

of

these

aspects

are

most

important

to

you?”;

Multi

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

“When

it

comes

to

pet

supplyonline

shops,

which

of

the

following

brands

have

you

used

in

the

past

12

months?”;

Multi

Pick;

Base:

n=33,

Zoo

Zajac

users’,

n=53,Zoo

Zajac

enthusiast,n=825,

pet

supply

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

qualitiesConsumers

want

their

pet

supply

online

shop

brands

to

havereliability,

highvalue,

and

friendliness80%60%40%20%0%Qualitiesusers

want

from

pet

supply

online

shop

brandsAuthenticityBoldnessClevernessCoolnessExclusivityFriendlinessHigh

valueHonesty

/trustworthinessInclusivenessInnovationReliabilitySocialresponsibilitySustainabilityThrill

/

ExcitementIndustry

userBrand

enthusiastBrand

owner10

Notes:

“Which

of

these

statements

about

pet

supply

online

shops

do

you

agree

with?”;

Multi

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=53,

Zoo

Zajac

enthusiast,n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

attitudesAmong

Zoo

Zajac

fans,

38%

state

that

they

get

excited

about

pet

supply

onlineshopsWhat

do

consumers

think

of

petsupply

onlineshops

in

general?Sustainability

isimportant

to

meI

value

a

low

priceover

high

qualityI

am

wellinformedI

rely

on

brands

I

know

and

trustI

getexcitedabout

pet

supplyonline

shopsI

like

to

talk

abouttopics

relating

topet

supply

onlineshops25%23%25%16%43%30%42%33%38%24%34%21%Brand

enthusiastIndustry

userBrand

KPIs

&

benchmarkingCHAPTER

02In

this

chapter,

you

can

see

how

a

brand

performs

against

their

main

competitorsin

the

marketplace.This

section

allows

benchmarking

of

the

key

performance

indicators

from

the

brand

profile

against

theindustry

as

a

whole

and

other

industry

leaders.11BrandIndustry

averageAwarenessPopularityUsageLoyaltyBuzzWhen

it

comes

to

pet

supply

online

shops,

the

averageawareness

of

a

brand

in

Germanyis

35%.

Awareness

of

Zoo

Zajac,

however,

is

at

18%.24%

of

German

pet

supply

online

shop

users

say

theylike

Zoo

Zajac,

compared

to

an

industry

average

brandpopularity

of

30%.15%

of

industry

users

in

Germany

say

they

use

ZooZajac,

with

the

average

usage

of

a

brand

at21%.76%

of

brand

users

say

they

would

use

the

brandagain,

compared

to

an

average

loyalty

score

of

72%.Zoo

Zajac

has

been

noticed

less

in

the

media

comparedtoother

brands,

with

a

“Buzz”

score

of

12%compared

to

17%.So

overall,

the

results

show

their

performance

to

bebelowaverage

compared

to

the

industry.12

Notes:

Pet

supply

online

shops

‘awareness’,

‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individualbrand

(popularity),

n=222,respondents

who

know

the

individual

brand

(usage),

n=33,

respondents

who

have

used

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

KPIs

&

benchmarking:

Industry

comparison76%

of

Zoo

Zajac

users

display

loyalty

towards

the

brandBrand

performanceSummaryDriving

recognition

will

lead

togrowing

your

customerbaseand

measuring

brand

awareness

is

a

keycomponent

to

achieve

this.

With

this

score,

you

cangauge

the

current

market

presence

of

a

brand,understand

the

brand’s

visibility,

competitiveness,

andrecognition

among

their

target

audience.

Further

tothis,

it

is

a

perfect

way

to

assess

yourcurrent

marketing

strategies.Using

the

concept

of

aidedbrand

recognition,

showingrespondents

both

the

brand’s

logo

and

thewrittenbrand

name,

we

asked:

“Do

you

know

this

brand,

evenif

only

by

name?”.Out

of

all

respondents,

18%

were

aware

of

Zoo

Zajac.This

ranks

them

outside

theTop

10

compared

to

otherbrands

surveyed

in

this

market.Awareness

of

ZooZajacBrand

KPIs

&

benchmarking:

awarenessZoo

Zajac

ranks

outside

the

Top

10

in

awareness

within

the

pet

supply

onlineshop

marketRank

#BrandAwareness

%1Fressnapf85%2TEMU68%3zooplus58%4Dehner56%5ZooRoyal52%6Zoo

&

Co.40%7futterplatz.de29%8petshop.de25%9medpets.de23%10Schecker22%18%82%Awareness13Notes:

“Do

you

know

this

brand,

even

if

only

by

name?”;

Multi

Pick;

Base:

n=1,244,all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ASummaryThe

popularity

KPI

is

a

great

indicator

of

brandperception

among

current

and

potential

futurecustomers.

Thesocial

proof

provided

by

ahigh

scorecan

signify

how

trustworthy

a

brand

is

and

influenceconsumer

engagement.

Brands

with

a

large

engagedfollowing

can

often

enjoy

higher

levels

of

advocacyand

loyalty.Out

of

consumers

who

knew

the

brand,

24%

said

theyliked

Zoo

Zajac.

This

ranks

them

outside

the

Top

10compared

to

otherbrands

surveyed

in

this

market.Popularity

of

Zoo

ZajacBrand

KPIs

&

benchmarking:

popularityThe

popularity

rating

of

Zoo

Zajac

is

24%24%76%Popularity14Notes:

“When

it

comes

to

pet

supply

online

shops,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=222,

respondents

who

know

the

individualbrand

(popularity)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandPopularity

%1Fressnapf67%2zooplus39%3ZooRoyal33%4Zoo

&

Co.31%5McZoo30%6Dehner30%7bitiba28%8hundeland28%9TEMU27%10petshop.de26%SummaryAfter

popularity,

we

wantto

cover

the

value

action

gapso

to

understand

if

the

brand

was

also

being

used,

weasked

each

respondent:

“When

it

comes

to

petsupplyonlineshops,

which

of

the

following

brands

haveyouused

in

the

past

12

months?”.Out

of

consumers

who

knew

the

brand,

15%

said

theyused

Zoo

Zajac.

This

ranksthem

outside

the

Top

10compared

to

otherbrands

surveyed

in

this

market.Usage

of

ZooZajacBrand

KPIs

&

benchmarking:

usageZoo

Zajac

ranks

outside

the

Top

10

in

usage15%85%Usage15Notes:

“When

it

comes

to

pet

supply

online

shops,

which

of

the

followingbrands

have

you

used

in

the

past

12

months?”;

Multi

Pick;

Base:

n=222,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandUsage

%1Fressnapf47%2zooplus29%3McZoo23%4TEMU23%5bitiba21%6medpets.de20%7futterplatz.de20%8ZooRoyal20%9petshop.de19%10Zoo

&

Co.18%SummaryAfter

ascertaining

the

usageof

a

brand

in

the

last

12months,

the

next

most

important

indicator

is

brandloyalty.

This

score

allows

us

to

establishwhether

abrand

isperforming

well

in

regard

to

customerretention.

Measuring

brand

loyalty

establishesa

clearfeedback

loop

with

customers,

providing

valuableinsights

into

customer

satisfaction

and

preferences.

Itis

alsoa

powerful

predictor

to

helpguide

marketingstrategies

and

forecast

futuresales

and

revenue

moreaccurately.To

measure

the

loyalty

of

these

consumers

we

askeach

respondent:

“When

it

comes

to

pet

supply

onlineshops,which

of

the

following

brands

areyou

likely

touse

again

in

the

future?”.Out

of

respondents

who

have

used

Zoo

Zajac,

76%said

they

would

use

the

brand

again.Loyalty

of

Zoo

Zajac’s

consumersBrand

KPIs

&

benchmarking:

loyaltyIn

terms

of

loyalty,

Zoo

Zajac

is

seventh

in

Germany76%24%Loyalty16Notes:

“When

it

comes

to

pet

supply

online

shops,

which

of

the

followingbrands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:

n=33,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandLoyalty

%1Fressnapf90%2zooplus85%3ZooRoyal83%4TEMU81%5bitiba78%6Dehner77%7Zoo

Zajac76%8tiierisch.de75%9futterplatz.de70%10Zoo

&

Co.69%SummaryIs

the

brand

hot

or

not?

Is

it

causing

a

stir

in

the

mediaand

online,

to

find

this

out

we

asked

each

respondent:“Which

ofthe

following

brands

have

you

noticed

in

themedia,

on

social

media,

or

in

advertising

in

the

past

3months?”.Out

of

consumers

who

knew

the

brand,

12%

said

theyhad

heard

about

Zoo

Zajac

in

the

media.

This

ranksthem

outside

the

Top10

compared

to

other

brandssurveyed

in

this

market.Buzz

of

Zoo

ZajacBrand

KPIs

&

benchmarking:

buzzZoo

Zajac

has

a

score

of

12%

for

media

buzz12%88%BuzzN/ARank

#BrandBuzz

%1Fressnapf44%2TEMU31%3McZoo22%4Dehner19%5hundeland19%6futterplatz.de16%7petshop.de16%8meintierdiscount.de14%9zooplus14%10Zoo

&

Co.14%17Notes:

“Which

of

the

following

brands

have

you

noticed

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Base:

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the

individual

brand

(Buzz)Sources:

Statista

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Insights

Global,

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ofDecember2024Gain

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drivesconsumers2,000,000+interviews183.5bn+consumersrepresented500+topics

&industries15,000+internationalbrands56countries