Brand KPIs for yogurt Ski in the United Kingdom-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

yogurt:

Ski

in

theUnited

KingdomConsumer

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

Ski’sperformance

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

202478%

of

Ski

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Skirankssixthinawareness

within

the

yogurt

market•Thepopularity

ratingof

Skiis33%•Ski’sbranding

resonates

more

with

Gen

X•Skigenerally

appealstowomen

more

than

men•Among

Skienthusiasts,31%

fallunderthe

high-•Skiranksoutside

the

Top

10

inconsumptionincome

category•Interms

of

loyalty,Skiisseventh

intheUnited•Consumers

want

theiryogurt

brandsto

havehighKingdomvalue,honesty

/trustworthiness,

andreliability•Skihasascore

of10%

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

Ski

at

78%Brand

profile:

snapshotBrand

performance

of

SkiintheUnited

Kingdom78%75%33%23%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=937,

respondents

who

know

the

individual

brand

(popularity),

n=937,

respondents

whoknow

the

individual

brand(consumption),

n=211,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=937,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Ski’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSkibygeneration

versus

the

shareof

industryusers

ingeneral,

we

cansee

thatSkiislikedby11%

ofBaby

boomers

and

42%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is10%

and30%,

respectively.35%31%30%25%16%ForMillennials

andGen

Z,

31%

and

16%

feel

positivelytowards

Ski,versus

35%

and25%.

So

currently,

forSki,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoyogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=309,

Skienthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Ski

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Skishows

thatwomen

aremore

likely

tohaveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Skihasasimilar

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.54%

ofwomen

likeSkicompared

to

46%of

men,whereas

forthe

overall

industry,51%

ofwomen

consume

yogurtcompared

to

49%

of

men.51%49%54%92%88%7%

of

Skienthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.46%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=309,

Skienthusiast,n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Ski

enthusiasts,

31%

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.21%18%Single31%37%19%21%CoupleSingleparentNuclear31%

ofSkienthusiastsare

fromhigh-income

households.Ski’sbrandisgenerally

enjoyed

more

byconsumers

who

arepartof

asinglehousehold,

21%

ofSkienthusiastshavethiscurrent

living

situation.11%9%31%33%32%33%30%Multi-generational3%2%38%10%13%ExtendedOther3%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=309,

Skienthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

yogurtbrands

to

have

high

value,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

yogurtbrandsForyogurt,

the

topthree

qualitiesconsumers

want

fromabrandare

highvalue,honesty

/trustworthiness,

andreliability.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Skiconsumers

alsoappreciate

these

keyattributes,indicating

Skiexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSkienthusiastsareleast

focused

onare

thrill/excitementandcleverness.ReliabilityExclusivitySkishould

work

on

promotingauthenticityto

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=211,

Skiconsumers’,n=309,

Skienthusiast,

n=1,103,

yogurtconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Ski

fans,

28%

state

that

they

get

excited

about

yogurt

productsBrand

profile:

attitudesWhat

doconsumersthink

ofyogurtingeneral?41%37%28%27%26%24%24%24%21%18%17%16%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=309,

Skienthusiast,

n=1,103,

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.1178%

of

Ski

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

yogurt,theaverage

awareness

of

abrandinthe

United

Kingdom

is

62%.

Awareness

of

Ski,however,

is

at75%.Awareness33%

ofUK

yogurt

consumers

saytheylikeSki,compared

to

anindustryaverage

brandpopularity

of30%.23%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Ski,with

the

average

consumption

ofabrandat25%.BuzzPopularity78%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of75%.Skihasbeen

noticed

less

inthemedia

compared

toother

brands,with

a“Buzz”score

of10%

compared

to15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Yogurt‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=937,

respondents

who

know

the

individual

brand

(popularity),

n=937,

respondents

whoknow

the

individual

brand(consumption),

n=211,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=937,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Ski

ranks

sixth

in

awareness

within

the

yogurt

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSkiRank#

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.1MüllerActimelActiviaAlpro90%85%85%84%75%75%75%70%70%69%225%345Yeo

ValleySkiUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67OnkenSkyr75%8Outofallrespondents,

75%

were

aware

of

Ski.Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.9BenecolArlaProteinAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Ski

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSkiRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Müller56%44%41%36%35%33%33%30%28%28%2Activia33%3ActimelYeo

ValleyOnken4Outofconsumers

who

knew

thebrand,

33%

saidtheyliked

Ski.Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.56Alpro67%7Ski8Oykos9CreamfieldsLight

&FreePopularityN/A1014

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=937,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Ski

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSkiRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

yogurt,which

ofthefollowing

brandshaveyou

consumed

inthe

past12

months?”.1Müller23%2Activia36%3ActimelYeo

ValleyAlpro35%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

Ski.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.430%528%6Onken25%7Oykos25%77%8Light

&FreeCreamfieldsRachel's24%924%UsageN/A1023%15

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=937,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Ski

is

seventh

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSki’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.1Müller22%2Yeo

ValleyActimelActivia87%386%484%5Onken83%6Yoplait

PetitsFilousSki79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

yogurt,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.778%8Rachel'sAlpro76%78%976%Outofrespondents

whohaveconsumed

Ski,78%

saidthey

would

consume

the

brandagain.LoyaltyN/A10Oykos75%16

Notes:“When

it

comesto

yogurt,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=211,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Ski

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSkiRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Müller10%2Actimel27%3Activia27%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutSki

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Alpro21%5BiotifulGut

HealthBenecol17%615%7GetPro15%8ArlaProteinYeo

ValleyLindahl's14%90%Buzz913%N/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=937,

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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