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CONSUMER&
BRANDBrandKPIs
for
yogurt:
So
Delicious
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
SoDelicious’
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
202479%
of
So
Delicious
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•SoDelicious’
branding
resonates
more
with
Gen
Z•SoDelicious
ranksoutsidethe
Top
10
inawarenesswithin
the
yogurt
market•SoDelicious
generally
appealstomen
more
thanwomen•Thepopularity
ratingof
So
Delicious
is30%•SoDelicious
rankstenthinconsumption•Among
So
Delicious
enthusiasts,45%
fallunderthehigh-income
category•Interms
of
loyalty,SoDelicious
isseventh
inthe•Consumers
want
theiryogurt
brandsto
havehighUnited
Statesvalue,authenticity,andhonesty
/trustworthiness•SoDelicious
hasascore
of22%
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
So
Delicious
at
79%Brand
profile:
snapshotBrand
performance
of
So
DeliciousintheUnitedStates79%32%30%27%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,247,
all
respondents
(awareness),
n=394,
respondents
who
know
the
individual
brand
(popularity),
n=394,
respondents
whoknow
the
individual
brand(consumption),
n=107,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=394,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024So
Delicious’
branding
resonates
morewith
Gen
ZBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations41%36%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeSoDelicious
bygeneration
versusthe
share
of
industryusers
ingeneral,
we
cansee
thatSoDelicious
islikedby7%
ofBaby
boomers
and
18%of
Gen
Xers,whereas
the
total
shareof
industryusersis9%
and27%,
respectively.34%28%27%18%ForMillennials
andGen
Z,
41%
and
34%
feel
positivelytowards
SoDelicious,
versus
36%
and28%.
Socurrently,
forSoDelicious,
Gen
Zconnects
most
withtheirbrandcompared
tothe
overall
industryuser.9%7%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestoyogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=120,
SoDelicious
enthusiast,
n=998,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024So
Delicious
generally
appeals
to
men
morethan
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandLGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofenthusiastsof
SoDelicious
shows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.12%12%85%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
SoDelicious
hasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.45%55%55%
ofmen
likeSoDelicious
comparedto45%
of
women,
whereas
fortheoverall
industry,51%
ofwomenconsume
yogurt
compared
to
49%
ofmen.51%49%87%12%
ofSoDelicious
enthusiastsconsider
themselves
tobe
partof
theLGBTQIA+
community
compared
to12%among
industryusers
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=120,
SoDeliciousenthusiast,
n=998,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
So
Delicious
enthusiasts,
45%
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%Single25%33%35%32%7%45%CoupleSingleparentNuclear45%
ofSoDelicious
enthusiastsare
fromhigh-income
households.SoDelicious’
brandisgenerally
enjoyedmore
byconsumers
who
arepartof
anuclearhousehold,
37%
of
SoDeliciousenthusiastshavethiscurrent
livingsituation.14%9%10%37%21%28%Multi-generational4%5%19%17%ExtendedOther28%8%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=120,
SoDelicious
enthusiast,
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%SoDelicious
consumers
alsoappreciatethese
key
attributes,indicatingSoDelicious
exudesthese
qualities.SocialCoolnessresponsibilityThequalitiesthatSo
Deliciousenthusiastsare
least
focused
on
arethrill/excitement
andinclusiveness.ReliabilityExclusivitySoDelicious
should
work
on
promotingfriendliness
toconvert
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=107,
SoDelicious
consumers’,n=120,
SoDelicious
enthusiast,
n=998,
yogurtconsumersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
So
Delicious
fans,
52%
state
that
they
get
excited
about
yogurt
productsBrand
profile:
attitudesWhat
doconsumersthink
ofyogurtingeneral?52%46%43%42%39%38%32%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=120,
SoDelicious
enthusiast,
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.1179%
of
So
Delicious
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
yogurt,theaverage
awareness
of
abrandinthe
United
Statesis48%.
Awareness
of
SoDelicious,
however,
is
at32%.Awareness30%
ofU.S.
yogurt
consumers
saytheylikeSoDelicious,
compared
toanindustryaverage
brandpopularity
of34%.27%
ofindustryconsumers
intheUnited
Statessaythey
consume
SoDelicious,
withtheaverageconsumption
ofabrandat30%.BuzzPopularity79%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of78%.SoDelicious
hasbeen
noticed
similarly
inthe
mediacompared
to
other
brands,with
a“Buzz”score
of22%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=394,
respondents
who
know
the
individual
brand
(popularity),
n=394,
respondents
whoknow
the
individual
brand(consumption),
n=107,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=394,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024So
Delicious
ranks
outside
the
Top
10
in
awareness
within
the
yogurtmarketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofSo
DeliciousRank#
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%2Silk32%3ChobaniDanoneOikos45Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.6Oui7TheGreek
GodsYoCrunchFage68%8Outofallrespondents,
32%
were
aware
of
SoDelicious.
Thisranksthemoutside
the
Top
10compared
to
other
brandssurveyed
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
So
Delicious
is
30%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofSo
DeliciousRank#
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%230%3Oikos4YoCrunchSilkOutofconsumers
who
knew
thebrand,
30%
saidtheyliked
SoDelicious.
Thisranksthemtenthcompared
toother
brandssurveyed
inthismarket.56DanoneTheGreek
GodsSiggi's770%89OuiPopularityN/A10SoDelicious14
Notes:“When
it
comesto
yogurt,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=394,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024So
Delicious
ranks
tenth
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofSo
DeliciousRank#
BrandUsage
%53%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
yogurt,which
ofthefollowing
brandshaveyou
consumed
inthe
past12
months?”.1ChobaniActivia237%27%3Oikos34%Outofconsumers
who
knew
thebrand,
27%
saidtheyconsumed
SoDelicious.
Thisranksthemtenthcompared
to
other
brandssurveyed
inthismarket.4YoCrunchNoosa32%530%6DanoneSiggi's30%729%73%8TheGreek
GodsSilk28%928%UsageN/A10SoDelicious27%15
Notes:“When
it
comesto
yogurt,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;Base:
n=394,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofOctober
2024In
terms
of
loyalty,
So
Delicious
is
seventh
in
the
United
StatesBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofSo
Delicious’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.1Activia21%2ChobaniYoCrunchStonyfieldOui83%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%878%79%9DanoneFage76%Outofrespondents
whohaveconsumed
SoDelicious,79%
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=107,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024So
Delicious
has
a
score
of
22%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofSo
DeliciousRank#
BrandBuzz%39%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1ActiviaChobaniSilk22%238%327%Outofconsumers
who
knew
thebrand,
22%
saidtheyhadheardaboutSoDelicious
inthe
media.
Thisranksthemsixthcompared
to
other
brandssurveyed
inthismarket.4DanoneSiggi'sSoDeliciousOikos25%522%622%722%8NoosaFage21%78%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=394,
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.•
Identi
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