brand kpis fuer bio lebensmittel secale organico in brasilien-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

organic

food:

SecaleOrgânico

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.

5000Ourdataallows

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

Secale

Orgânico’s

performanceinthe

organic

food

market.Fieldwork:April-May

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

202477%

of

Secale

Orgânico

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Secale

Orgânico’s

brandingresonates

more

withGen

•Secale

Orgânicoranksninth

inawareness

withintheZorganic

food

market•Secale

Orgânicogenerally

appealsto

women

more•Thepopularity

ratingof

Secale

Orgânicois

28%than

men•Secale

OrgânicoranksoutsidetheTop10

in•Among

Secale

Orgânicoenthusiasts,39%

fallunderconsumptionthe

high-income

category•Interms

of

loyalty,Secale

Orgânico

istenthinBrazil•Secale

Orgânicohasascore

of

16%

formedia

buzz•Consumers

want

theirorganic

food

brandstohavereliability,

honesty

/trustworthiness,

and

sustainability3Sources:

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

Secale

Orgânico

at

77%Brand

profile:

snapshotBrand

performance

of

Secale

Orgânico

inBrazil77%29%28%22%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Organic

food‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=363,

respondents

who

know

the

individual

brand

(popularity),

n=363,

respondentswho

know

the

individual

brand

(consumption),

n=79,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=363,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Secale

Orgânico’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSecale

Orgânico

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSecale

Orgânicoislikedby3%

of

Babyboomers

and

16%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

27%,

respectively.33%27%26%ForMillennials

andGen

Z,

49%

and

33%

feel

positivelytowards

Secale

Orgânico,

versus

43%

and

26%.

Socurrently,

forSecale

Orgânico,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.16%4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Secale

Orgânico

enthusiast,

n=993,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Secale

Orgânico

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Secale

Orgânico

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Secale

Orgânico

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.53%47%53%47%53%

ofwomen

likeSecale

Orgânicocompared

to

47%

of

men,whereas

forthe

overall

industry,53%

of

womenconsume

organic

food

compared

to47%of

men.89%87%10%

ofSecale

Orgânicoenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

organic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

SecaleOrgânico

enthusiast,

n=993,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Secale

Orgânico

enthusiasts,

39%

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.11%7%Single35%39%8%CoupleSingleparentNuclear39%

ofSecale

Orgânicoenthusiastsarefrom

high-income

households.Secale

Orgânico’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

44%

ofSecale

Orgânico

enthusiastshavethiscurrent

living

situation.15%10%9%44%36%33%31%29%Multi-generational12%8%11%32%ExtendedOther22%5%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

organicfood,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Secale

Orgânico

enthusiast,

n=993,

organic

foodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

organic

foodbrands

to

have

reliability,

honesty

/trustworthiness,

and

sustainabilityBrand

profile:

qualitiesQualitiesconsumerswant

from

organic

food

brandsFororganic

food,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

honesty

/trustworthiness,

andsustainability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Secale

Orgânico

consumers

alsoappreciate

these

key

attributes,indicating

Secale

Orgânicoexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSecale

Orgânicoenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessSecale

Orgânico

shouldwork

onpromoting

exclusivity

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

organicfood,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

organic

food,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

organicfood,

whichofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=79,

Secale

Orgânico

consumers’,n=101,Secale

Orgânico

enthusiast,

n=993,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Secale

Orgânico

fans,

51%

state

that

they

get

excited

about

organic

foodproductsBrand

profile:

attitudesWhat

doconsumersthink

oforganic

food

ingeneral?60%53%52%51%50%41%41%38%35%29%25%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutorganicfood

productsIliketotalkabouttopicsrelating

toorganic

foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

organic

fooddo

youagree

with?”;

Multi

Pick;

“When

it

comes

toorganic

food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=101,

Secale

Orgânico

enthusiast,

n=993,

organicfoodconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

of

Secale

Orgânico

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

organic

food,the

average

awarenessof

abrand

inBrazil

is41%.

Awareness

ofSecaleOrgânico,

however,

isat28%.Awareness28%

ofBrazilian

organicfood

consumers

say

theylikeSecale

Orgânico,

compared

toanindustryaveragebrandpopularityof

39%.22%

ofindustryconsumers

inBrazil

saythey

consumeSecale

Orgânico,

with

the

average

consumption

of

abrandat35%.BuzzPopularity77%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.Secale

Orgânico

hasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

25%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Organic

food‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=363,

respondents

who

know

the

individual

brand

(popularity),

n=363,

respondentswho

know

the

individual

brand

(consumption),

n=79,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=363,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Secale

Orgânico

ranks

ninth

in

awareness

within

the

organic

foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSecale

OrgânicoRank#

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.1Mãe

Terra74%53%50%48%48%44%32%30%29%27%2Jasmine29%3SuaviPan4A

TaldaCastanhaBemOrgânicoCoopernaturalVapza5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6771%8Samurai

Organic

FoodsSecaleOrgânicoKorinOutofallrespondents,

28%

were

aware

of

SecaleOrgânico.

Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Secale

Orgânico

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSecale

OrgânicoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Mãe

Terra75%54%53%51%34%34%33%29%29%28%2Jasmine28%3A

Tal

daCastanhaBemOrgânicoLaPianezzaKorin4Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

Secale

Orgânico.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.567CoopernaturalSuaviPan72%89VapzaPopularityN/A10SecaleOrgânico14

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=363,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Secale

Orgânico

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofSecale

OrgânicoRank#

BrandUsage

%68%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

organic

food,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Mãe

TerraJasmine22%251%3A

Tal

daCastanhaBemOrgânicoKorin50%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Secale

Orgânico.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.446%530%6SuaviPan29%7LaPianezzaCoopernaturalVapza29%827%78%925%UsageN/A10Ecobio23%15

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=363,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Secale

Orgânico

is

tenth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSecale

Orgânico’sconsumersRank#

BrandLoyalty

%89%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.1Mãe

Terra23%2A

TaldaCastanhaJasmine89%384%4Vapza84%5LaPianezzaBemOrgânicoSuaviPan83%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

organic

food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.780%77%8Korin79%9Samurai

Organic

FoodsSecaleOrgânico78%Outofrespondents

whohaveconsumed

SecaleOrgânico,

77%

said

theywould

consume

thebrandagain.LoyaltyN/A1077%16

Notes:“When

it

comesto

organicfood,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=79,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Secale

Orgânico

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSecale

OrgânicoRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Mãe

Terra16%2A

TaldaCastanhaBemOrgânicoJasmine35%334%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutSecale

Orgânicointhemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.429%5LaPianezzaCoopernaturalKorin25%622%721%8SuaviPan19%84%9Ecobio19%BuzzN/A10Samurai

Organic

Foods16%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=363,

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-d