brand kpis fuer fertiggerichte el cazo in mexiko-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

ready-made-food:

ElCazo

in

MexicoConsumer

Insights

reportDecember2024Discover

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

ElCazo’s

performance

intheready-made-food

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,

asofDecember202480%

of

El

Cazo

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•ElCazo’s

brandingresonates

more

withMillennials•ElCazogenerally

appealsto

women

more

thanmen•ElCazoranksoutsidetheTop10

inawareness

withinthe

ready-made-food

market•Thepopularity

ratingof

ElCazois

41%•ElCazoranksninth

inconsumption•Among

ElCazoenthusiasts,38%

fallunderthehigh-income

category•Consumers

want

theirready-made-food

brandstohavereliability,authenticity,andhonesty

/trustworthiness•Interms

of

loyalty,ElCazoisoutside

the

Top

10

inMexico•ElCazohasascore

of

21%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

El

Cazo

at

80%Brand

profile:

snapshotBrand

performance

of

ElCazo

inMexico80%41%38%35%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=469,

respondents

who

know

the

individual

brand

(popularity),

n=469,respondents

who

know

the

individual

brand

(consumption),

n=163,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=469,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Cazo’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeElCazobygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatElCazoislikedby2%

of

Babyboomers

and

28%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and25%,

respectively.32%28%25%25%ForMillennials

andGen

Z,

46%

and

25%

feel

positivelytowards

ElCazo,versus

40%

and

32%.

Socurrently,

forElCazo,Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=193,

El

Cazo

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Cazo

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ElCazoshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ElCazohasalower6%8%51%49%55%55%

ofwomen

likeElCazocompared

to45%

ofmen,

whereas

for

the

overallindustry,51%

of

women

consume

ready-made-food

compared

to

49%

of

men.proportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.90%88%6%

of

ElCazoenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=193,

ElCazoenthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Cazo

enthusiasts,

38%

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.5%6%Single31%38%10%13%CoupleSingleparentNuclear38%

ofEl

Cazoenthusiastsarefromhigh-income

households.ElCazo’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

42%

of

ElCazoenthusiastshavethiscurrent

livingsituation.13%8%40%29%42%35%37%Multi-generational11%11%17%25%ExtendedOther25%2%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=193,

El

Cazo

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarereliability,

authenticity,andhonesty

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

alsoappreciate

thesekey

attributes,indicating

ElCazoexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatElCazoenthusiastsareleast

focused

onare

boldnessandinclusiveness.ReliabilityExclusivityElCazoshouldwork

onpromotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ready-made-food,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=163,

El

Cazo

consumers’,

n=193,

El

Cazo

enthusiast,

n=1,195,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

El

Cazo

fans,

43%

state

that

they

get

excited

about

ready-made-foodproductsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?53%44%43%35%33%29%27%27%25%22%8%7%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

ready-made-food

topicsrelating

toproductsready-made-foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ready-made-food

do

youagree

with?”;

Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=193,

El

Cazo

enthusiast,

n=1,195,ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

El

Cazo

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinMexico

is54%.

Awareness

ofElCazo,however,

is

at38%.Awareness41%

ofMexican

ready-made-food

consumers

saytheylikeElCazo,compared

to

anindustryaverage

brandpopularity

of43%.35%

ofindustryconsumers

inMexico

say

theyconsume

ElCazo,with

the

average

consumption

ofabrandat39%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of81%.ElCazohasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

21%

comparedto26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ready-made-food

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=469,

respondents

who

know

the

individual

brand

(popularity),

n=469,respondents

who

know

the

individual

brand

(consumption),

n=163,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=469,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Cazo

ranks

outside

the

Top

10

in

awareness

within

the

ready-made-foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEl

CazoRank#

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.1LaCosteñaMaruchanKnorr95%94%91%90%85%81%67%56%51%50%2338%4LaSierraBachocoIsadoraCampbell'sPilgrimsTyson5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.662%78Outofallrespondents,

38%

were

aware

of

ElCazo.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Chata13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

El

Cazo

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEl

CazoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LaCosteñaMaruchanBachocoKnorr76%66%65%64%60%58%56%45%42%41%2341%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

ElCazo.

Thisranksthemtenth

compared

toother

brandssurveyed

inthismarket.5LaSierraIsadora659%7Campbell'sPilgrimsMcCain89PopularityN/A10ElCazo14

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=469,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Cazo

ranks

ninth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofEl

CazoRank#

BrandUsage

%73%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.1LaCosteñaMaruchanKnorr270%365%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyconsumed

ElCazo.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.4BachocoIsadora62%555%6LaSierraCampbell'sPilgrimsElCazo55%65%743%835%935%UsageN/A10McCain34%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=469,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

El

Cazo

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEl

Cazo’s

consumersRank#

BrandLoyalty

%87%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.1MaruchanBachocoLaCosteñaTyson20%287%386%486%5Knorr84%6LaSierraPilgrimsMcCain83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.783%883%80%9VegetalistosIsadora82%Outofrespondents

whohaveconsumed

ElCazo,80%saidthey

would

consume

the

brandagain.LoyaltyN/A1082%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=163,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024El

Cazo

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEl

CazoRank#

BrandBuzz%67%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1LaCosteñaKnorr21%260%3MaruchanBachocoLaSierraIsadora51%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutEl

Cazointhemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.449%535%632%7Campbell'sElCazo30%821%79%9Chata18%BuzzN/A10McCain18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=469,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Iden