Brand KPIs for yogurt Sofúl LT in Mexico-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Sofúl

LT

inMexicoConsumer

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

SofúlLT’s

performance

intheyogurt

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

202474%

of

Sofúl

LT

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•SofúlLT’s

branding

resonates

more

with

Millennials•SofúlLTgenerally

appealstowomen

more

than

men•SofúlLTranksninth

inawareness

within

theyogurtmarket•Thepopularity

ratingof

SofúlLTis28%•Among

SofúlLTenthusiasts,35%

fallunderthehigh-income

category•SofúlLTranksoutsidetheTop10

inconsumption•Consumers

want

theiryogurt

brandsto

have•Interms

of

loyalty,Sofúl

LTisoutsidetheTop10

inauthenticity,reliability,

and

honesty

/trustworthinessMexico•SofúlLThasascore

of

26%

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

Sofúl

LT

at

74%Brand

profile:

snapshotBrand

performance

of

Sofúl

LTinMexico74%66%28%26%20%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=830,

respondents

who

know

the

individual

brand

(popularity),

n=830,

respondents

whoknow

the

individual

brand(consumption),

n=167,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=830,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Sofúl

LT’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSofúl

LTbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatSofúlLTislikedby3%

ofBaby

boomers

and

25%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

25%,

respectively.37%35%25%

25%23%ForMillennials

andGen

Z,

49%

and

23%

feel

positivelytowards

Sofúl

LT,versus

37%

and

35%.

Socurrently,

forSofúlLT,Millennials

connect

most

with

theirbrandcompared

to

theoverall

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=232,

Sofúl

LTenthusiast,

n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Sofúl

LT

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SofúlLTshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SofúlLThasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%61%61%

ofwomen

likeSofúlLTcompared

to39%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

yogurtcompared

to

49%

of

men.90%88%6%

of

SofúlLTenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.39%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=232,

SofúlLTenthusiast,n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Sofúl

LT

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.2%6%Single32%36%32%35%12%15%CoupleSingleparentNuclear35%

ofSofúl

LTenthusiastsare

fromhigh-income

households.SofúlLT’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

SofúlLTenthusiastshavethiscurrent

livingsituation.11%7%43%35%33%Multi-generational11%10%17%25%30%ExtendedOther5%4%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=232,

Sofúl

LTenthusiast,

n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

authenticity,

reliability,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

honesty

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

alsoappreciatethese

key

attributes,indicatingSofúlLTexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSofúlLTenthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivitySofúlLTshouldwork

onpromotinginnovation

to

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=167,

Sofúl

LTconsumers’,n=232,

SofúlLTenthusiast,

n=1,199,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Sofúl

LT

fans,

35%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?62%53%39%35%29%29%28%26%26%21%20%20%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=232,

Sofúl

LTenthusiast,

n=1,199,

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.1174%

of

Sofúl

LT

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinMexico

is67%.

Awareness

of

SofúlLT,however,

is

at66%.Awareness28%

ofMexican

yogurt

consumers

say

theylike

SofúlLT,compared

to

anindustryaverage

brand

popularityof

43%.20%

ofindustryconsumers

inMexico

say

theyconsume

Sofúl

LT,with

the

average

consumption

of

abrandat36%.BuzzPopularity74%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of80%.SofúlLThasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

26%

comparedto33%.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=1,250,

all

respondents

(awareness),

n=830,

respondents

who

know

the

individual

brand

(popularity),

n=830,

respondents

whoknow

the

individual

brand(consumption),

n=167,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=830,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Sofúl

LT

ranks

ninth

in

awareness

within

the

yogurt

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSofúl

LTRank#

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.1Lala97%96%96%95%94%91%82%79%66%60%2Yoplait34%3DanoneAlpura45DanoninoActiviaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.666%7NutriyoghurtOikos8Outofallrespondents,

66%

were

aware

of

SofúlLT.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.9SofúlLTVitalineaAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Sofúl

LT

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSofúl

LTRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DanoneYoplaitOikos73%67%63%60%60%54%53%37%30%28%228%34LalaOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

SofúlLT.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5DanoninoAlpuraActivia6772%8ChobaniVitalineaSofúlLT9PopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=830,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Sofúl

LT

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSofúl

LTRank#

BrandUsage

%61%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1DanoneYoplaitLala20%259%353%Outofconsumers

who

knew

thebrand,

20%

saidtheyconsumed

Sofúl

LT.Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.4Oikos50%5DanoninoAlpuraActiviaChobaniFage48%647%745%829%80%921%UsageN/A10Vitalinea21%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=830,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Sofúl

LT

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSofúl

LT’sconsumersRank#

BrandLoyalty

%88%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.1Oikos2Fage87%26%3ChobaniYoplaitLala85%484%583%6Alpura82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Activia82%74%8DanoneFlor

deAlfalfaDanonino81%980%Outofrespondents

whohaveconsumed

Sofúl

LT,74%saidthey

would

consume

the

brandagain.LoyaltyN/A1078%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=167,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Sofúl

LT

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSofúl

LTRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Lala2DanoneActivia55%26%354%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutSofúl

LTinthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4DanoninoAlpuraOikos51%549%647%7YoplaitSofúlLTVitalineaChobani41%74%826%925%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=830,

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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