brand kpis fuer eistee pure leaf in den vereinigten staaten-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Pure

Leaf

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.

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

PureLeaf’s

performance

intheiced

tea

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

202483%

of

Pure

Leaf

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•PureLeaf’s

brandingresonates

with

Gen

Xsimilarly•PureLeaf

ranksfourthinawareness

within

the

icedtootherbrandsintheindustrytea

market•PureLeaf

generally

appealsto

women

more

thanmen•Thepopularity

ratingof

PureLeafis

47%•PureLeaf

ranksfifth

inconsumption•Among

PureLeafenthusiasts,28%

fallunder

thehigh-income

category•Interms

of

loyalty,PureLeaf

issixthintheUnitedStates•Consumers

want

theiriced

tea

brandsto

haveauthenticity,highvalue,and

honesty

/trustworthiness•PureLeaf

hasascore

of

22%

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.4Awarenessis

the

highest

scoring

KPI

for

Pure

Leaf

at

86%Brand

profile:

snapshotBrand

performance

of

PureLeafintheUnited

States86%83%47%38%22%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,

respondentswho

know

the

individual

brand

(consumption),

n=406,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,078,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Pure

Leaf

’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePureLeaf

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatPureLeaf

islikedby11%

of

Babyboomers

and

29%

of

GenXers,

whereas

thetotalshareof

industryusers

is10%and28%,

respectively.29%28%26%24%ForMillennials

andGen

Z,

36%

and

24%

feel

positivelytowards

PureLeaf,versus

36%

and

26%.

Socurrently,forPureLeaf,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=505,

PureLeafenthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Pure

Leaf

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PureLeaf

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%11%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

PureLeaf

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%53%47%53%

ofwomen

likePureLeaf

comparedto47%

of

men,whereas

fortheoverallindustry,51%

of

men

consume

iced

teacompared

to

49%

of

women.87%10%

ofPure

Leafenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=505,

Pure

Leafenthusiast,

n=1,072,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Pure

Leaf

enthusiasts,

28%

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.23%24%Single29%31%37%32%16%17%CoupleSingleparentNuclear28%

ofPure

Leafenthusiastsarefromhigh-income

households.PureLeaf’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

19%

of

PureLeafenthusiastshavethiscurrent

livingsituation.12%12%40%19%17%Multi-generational4%5%17%19%31%ExtendedOther8%7%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=505,

PureLeafenthusiast,

n=1,072,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

authenticity,

high

value,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%PureLeaf

consumers

alsoappreciatethese

key

attributes,indicatingPureLeafexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatPureLeafenthusiastsareleast

focused

on

areinclusivenessandsocial

responsibility.ReliabilityExclusivityPureLeaf

shouldwork

onpromotingthrill/excitement

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=406,

PureLeafconsumers’,

n=505,

PureLeaf

enthusiast,n=1,072,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Pure

Leaf

fans,

38%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?48%40%38%33%30%27%26%23%21%20%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=505,

PureLeaf

enthusiast,

n=1,072,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1183%

of

Pure

Leaf

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinthe

United

Statesis56%.

Awareness

of

PureLeaf,however,

is

at86%.Awareness47%

ofU.S.

iced

teaconsumers

saytheylikePureLeaf,compared

to

anindustryaverage

brandpopularity

of37%.38%

ofindustryconsumers

intheUnited

Statessaythey

consume

PureLeaf,with

the

averageconsumption

ofabrandat30%.BuzzPopularity83%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of77%.PureLeaf

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of22%compared

to

21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),

n=1,078,

respondents

who

know

the

individual

brand

(popularity),

n=1,078,

respondentswho

know

the

individual

brand

(consumption),

n=406,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,078,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Pure

Leaf

ranksfourth

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPure

LeafRank#

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.1Lipton93%89%87%86%83%83%76%50%47%46%14%2SnappleAriZonaPure

LeafNestea345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Brisk7Gold

PeakHonestTeaMilo's8Outofallrespondents,

86%

were

aware

of

PureLeaf.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.86%N/A9Awareness10TurkeyHill13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Pure

Leaf

is

47%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPure

LeafRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lipton61%59%51%48%47%47%43%38%32%31%2AriZonaBrisk34Gold

PeakPure

LeafSnappleMilo's47%Outofconsumers

who

knew

thebrand,

47%

saidtheyliked

PureLeaf.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.553%678Nestea9Fuze

TeaHonestTeaPopularityN/A1014

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,078,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Pure

Leaf

ranksfifth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPureLeafRank#

BrandUsage

%53%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Lipton2AriZonaBrisk52%343%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

PureLeaf.

Thisranksthemfifth

comparedtootherbrandssurveyed

inthismarket.4Gold

PeakPure

LeafMilo's40%538%636%62%7SnappleNestea35%828%9JoeTeaHonestTea27%UsageN/A1025%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,078,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Pure

Leaf

is

sixth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPure

Leaf’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.1AriZonaSnappleTAZO17%287%385%4Lipton85%5Brisk84%6Pure

LeafGold

PeakMilo's83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.782%882%83%9NesteaTurkeyHill80%Outofrespondents

whohaveconsumed

PureLeaf,83%

saidthey

would

consume

the

brandagain.LoyaltyN/A1078%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=406,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Pure

Leaf

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPureLeafRank#

BrandBuzz%36%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AriZonaLipton22%236%3Brisk29%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutPure

Leafinthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.4Gold

PeakSnappleJoeTea26%525%625%7HonestTeaFuze

TeaPure

LeafMilo's24%823%78%922%BuzzN/A1021%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,078,

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.•

Iden