Brand KPIs for yogurt Two Good in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Two

Good

inthe

United

StatesConsumer

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

Two

Good’s

performance

inthe

yogurt

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,

asofOctober

202469%

of

Two

Good

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Two

Good’s

brandingresonates

more

with•Two

Good

ranksoutsidetheTop10

inawarenessMillennialswithin

the

yogurt

market•Two

Good

generally

appealsto

women

more

than•Thepopularity

ratingof

Two

Good

is

23%men•Two

Good

ranksoutsidetheTop10

inconsumption•Among

Two

Good

enthusiasts,42%

fall

underthehigh-income

category•Interms

of

loyalty,Two

Good

isoutsidetheTop10

inthe

United

States•Consumers

want

theiryogurt

brandsto

havehighvalue,authenticity,andhonesty

/trustworthiness•Two

Good

hasascore

of

15%

formedia

buzz3Sources:

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

Two

Good

at

69%Brand

profile:

snapshotBrand

performance

of

Two

Good

intheUnitedStates69%23%23%22%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=286,

respondents

who

know

the

individual

brand

(popularity),

n=286,

respondents

whoknow

the

individual

brand(consumption),

n=62,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=286,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Two

Good’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTwo

Good

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatTwo

Good

islikedby3%

of

Babyboomers

and

16%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is9%

and

27%,

respectively.36%31%28%27%ForMillennials

andGen

Z,

49%

and

31%

feel

positivelytowards

Two

Good,

versus

36%

and

28%.

Socurrently,forTwo

Good,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.16%9%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=67,

Two

Goodenthusiast,

n=998,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Two

Good

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Two

Good

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Two

Good

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.18%51%49%51%49%51%

ofwomen

likeTwo

Good

comparedto49%

of

men,whereas

fortheoverallindustry,51%

of

women

consume

yogurtcompared

to

49%

of

men.82%18%

ofTwo

Good

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

amongindustryusers

overall.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=67,

TwoGoodenthusiast,n=998,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Two

Good

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.16%14%Single25%33%35%32%6%42%CoupleSingleparentNuclear42%

ofTwo

Good

enthusiastsarefromhigh-income

households.Two

Good’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

39%

of

Two

Goodenthusiastshavethiscurrent

livingsituation.10%10%39%28%21%Multi-generational4%5%15%17%30%ExtendedOther9%9%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=67,

Two

Goodenthusiast,

n=998,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

high

value,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandare

highvalue,authenticity,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Two

Good

consumers

alsoappreciatethese

key

attributes,indicatingTwoGood

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTwo

Good

enthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityTwo

Good

shouldwork

onpromotingauthenticityto

convert

enthusiastsintoowners.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=62,

Two

Goodconsumers’,n=67,

TwoGoodenthusiast,

n=998,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Two

Good

fans,

46%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?55%54%46%45%40%39%31%29%26%24%22%18%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=67,

TwoGoodenthusiast,

n=998,

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.1169%

of

Two

Good

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinthe

United

Statesis48%.

Awareness

of

TwoGood,

however,

is

at23%.Awareness23%

ofU.S.

yogurt

consumers

saytheylikeTwo

Good,compared

to

anindustryaverage

brandpopularity

of34%.22%

ofindustryconsumers

intheUnited

Statessaythey

consume

Two

Good,

withtheaverageconsumption

ofabrandat30%.BuzzPopularity69%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of78%.Two

Good

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

23%.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=286,

respondents

who

know

the

individual

brand

(popularity),

n=286,

respondents

whoknow

the

individual

brand(consumption),

n=62,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=286,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Two

Good

ranks

outside

the

Top

10

in

awareness

within

the

yogurtmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTwo

GoodRank#

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.1Activia76%75%74%68%53%49%44%41%41%39%23%2Silk3ChobaniDanoneOikos45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Oui7TheGreek

GodsYoCrunchFage77%8Outofallrespondents,

23%

were

aware

of

Two

Good.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Stonyfield13

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

Two

Good

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTwo

GoodRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1ChobaniActivia55%41%38%37%34%34%32%31%31%30%23%23Oikos4YoCrunchSilkOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

Two

Good.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56DanoneTheGreek

GodsSiggi's777%89OuiPopularityN/A10SoDelicious14

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=286,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Two

Good

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTwoGoodRank#

BrandUsage

%53%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1ChobaniActivia22%237%3Oikos34%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Two

Good.

Thisranksthem

outsidethe

Top10

compared

toother

brandssurveyed

inthismarket.4YoCrunchNoosa32%530%6DanoneSiggi's30%729%8TheGreek

GodsSilk28%78%928%UsageN/A10SoDelicious27%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=286,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Two

Good

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTwo

Good’s

consumersRank#

BrandLoyalty

%86%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.1Activia2ChobaniYoCrunchStonyfieldOui83%31%383%482%580%6TheGreek

GodsSoDeliciousOikos80%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.779%69%878%9DanoneFage76%Outofrespondents

whohaveconsumed

Two

Good,69%

saidthey

would

consume

the

brandagain.LoyaltyN/A1076%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=62,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Two

Good

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTwo

GoodRank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ActiviaChobaniSilk15%238%327%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutTwo

Good

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4DanoneSiggi'sSoDeliciousOikos25%522%622%722%8NoosaFage21%85%920%BuzzN/A10Oui18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=286,

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.•

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