Brand KPIs for yogurt Viv in Brazil-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Viv

in

BrazilConsumer

Insights

reportOctober2024Discover

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

Viv’s

performance

intheyogurtmarket.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,

asofOctober

202486%

of

Viv

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Viv’sbrandingresonates

more

with

Millennials•Viv

generally

appealstowomen

more

than

men•Viv

ranksoutside

the

Top

10

inawareness

within

theyogurt

market•Thepopularity

ratingof

Viv

is12%•Among

Viv

enthusiasts,42%

fallunderthe

high-income

category•Viv

ranksoutside

the

Top

10

inconsumption•Interms

of

loyalty,Viv

is

fifth

inBrazil•Viv

hasascore

of3%

formedia

buzz•Consumers

want

theiryogurt

brandsto

havereliability,

authenticity,and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Viv

at

86%Brand

profile:

snapshotBrand

performance

of

VivinBrazil86%68%12%9%3%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=842,

respondents

who

know

the

individual

brand

(popularity),

n=842,

respondents

whoknow

the

individual

brand(consumption),

n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=842,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viv

’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeViv

bygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatViv

is

likedby3%

of

Babyboomers

and

32%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is4%

and

27%,respectively.38%32%30%27%21%ForMillennials

andGen

Z,

45%

and

21%

feel

positivelytowards

Viv,versus

38%

and30%.

So

currently,

forViv,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=101,

Viv

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viv

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Viv

shows

thatwomen

aremore

likely

tohaveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Viv

hasahigherproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.60%

ofwomen

likeViv

compared

to

40%of

men,whereas

forthe

overall

industry,52%

ofwomen

consume

yogurtcompared

to

48%

of

men.52%48%60%89%87%11%

ofViv

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.40%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=101,

Viventhusiast,n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Viv

enthusiasts,

42%

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.6%7%Single34%14%14%42%CoupleSingleparentNuclear42%

ofViv

enthusiastsarefrom

high-income

households.Viv’s

brandisgenerally

enjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofViv

enthusiastshavethiscurrent

living

situation.8%7%35%31%42%34%29%Multi-generational15%9%15%ExtendedOther28%25%1%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

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Viv

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

reliability,

authenticity,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Viv

consumers

alsoappreciate

these

keyattributes,indicating

Viv

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatViv

enthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivityViv

should

work

on

promoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

yogurt,which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

yogurt,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

yogurt,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=72,

Viv

consumers’,n=101,

Viv

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Viv

fans,

66%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?69%66%53%53%52%48%46%40%32%30%29%27%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

yogurt

productsIliketotalkabouttopicsrelating

toyogurtBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

yogurtdo

youagree

with?”;

Multi

Pick;“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=101,

Viv

enthusiast,

n=1,208,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

Viv

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinBrazil

is

76%.

Awareness

of

Viv,however,

is

at68%.Awareness12%

ofBrazilian

yogurt

consumers

saytheylikeViv,compared

to

anindustryaverage

brandpopularity

of43%.9%

of

industryconsumers

inBrazil

say

theyconsumeViv,with

the

average

consumption

of

abrandat34%.BuzzPopularity86%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of83%.Viv

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of3%

compared

to23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=842,

respondents

who

know

the

individual

brand

(popularity),

n=842,

respondents

whoknow

the

individual

brand(consumption),

n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=842,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viv

ranks

outside

the

Top

10

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVivRank#

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.1DanoneNinho97%96%96%95%93%92%91%91%90%84%232%3DanoninhoVigor

GregoActivia45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ChambinhoChamytoItambé768%8Outofallrespondents,

68%

were

aware

of

Viv.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9BatavoAwarenessN/A10Neston13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Viv

is

12%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVivRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DanoneVigor

GregoDanoninhoActivia78%64%61%61%53%52%51%47%45%43%12%234Outofconsumers

who

knew

thebrand,

12%

saidtheyliked

Viv.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Batavo6Ninho7ChambinhoYoPro888%Popularity9ItambéN/A10Chamyto14

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=842,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viv

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofVivRank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.9%1DanoneVigor

GregoActivia252%350%Outofconsumers

who

knew

thebrand,

9%

saidtheyconsumed

Viv.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Batavo46%5DanoninhoYoPro46%640%7Ninho39%8Itambé38%91%Usage9ChambinhoChamyto37%N/A1034%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=842,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Viv

is

fifth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofViv’sconsumersRank#

BrandLoyalty

%90%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.1ActiviaDanoneVigor

GregoNinho14%288%388%486%5Viv86%6Piá86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7YoPro86%8Nesfit85%86%9BatavoDanoninho84%Outofrespondents

whohaveconsumed

Viv,

86%

saidthey

would

consume

the

brandagain.LoyaltyN/A1084%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=72,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Viv

has

a

score

of

3%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVivRank#

BrandBuzz%51%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.3%1Activia2DanoneVigor

GregoYoPro45%336%Outofconsumers

who

knew

thebrand,

3%

saidtheyhadheardaboutViv

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.433%5DanoninhoNinho32%630%7Batavo25%8Nesfit22%9ChambinhoItambé22%97%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=842,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcoreaudiences•

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