brand kpis fuer eistee lipton in deutschland-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Lipton

inGermanyConsumer

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

Lipton’sperformance

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

202484%

of

Lipton

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Lipton’sbranding

resonates

more

with

Gen

X•Liptongenerally

appealstowomen

more

than

men•Liptonranksfirst

inawareness

within

the

iced

teamarket•Thepopularity

ratingof

Liptonis55%•Liptonranksfirst

inconsumption•Among

Liptonenthusiasts,34%

fallunderthe

high-income

category•Consumers

want

theiriced

teabrandsto

havehighvalue,coolness,

andhonesty

/trustworthiness•Interms

of

loyalty,Liptonis

fourthinGermany•Liptonhasascore

of25%

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

Lipton

at

91%Brand

profile:

snapshotBrand

performance

of

LiptoninGermany91%84%55%46%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents(awareness),

n=1,130,

respondents

who

know

the

individual

brand

(popularity),

n=1,130,

respondentswho

know

the

individual

brand

(consumption),

n=519,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,130,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lipton’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%

37%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLiptonbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLiptonislikedby8%

ofBaby

boomers

and32%

ofGenXers,

whereas

thetotalshareof

industryusers

is8%and29%,

respectively.29%26%24%ForMillennials

andGen

Z,

37%

and

24%

feel

positivelytowards

Lipton,versus

37%

and26%.

So

currently,

forLipton,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.8%

8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=625,

Lipton

enthusiast,

n=951,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lipton

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Liptonshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Liptonhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%51%

ofwomen

likeLiptoncompared

to49%

ofmen,

whereas

for

the

overallindustry,51%

of

men

consume

iced

teacompared

to

49%

of

women.51%49%87%85%7%

of

Liptonenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

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=625,

Lipton

enthusiast,n=951,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lipton

enthusiasts,

34%

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.24%24%Single34%34%23%23%CoupleSingleparentNuclear34%

ofLipton

enthusiastsare

fromhigh-income

households.Lipton’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

amulti-generational

household,

2%

ofLiptonenthusiastshavethis

currentlivingsituation.7%7%34%35%32%32%31%Multi-generational2%1%9%10%32%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=625,

Lipton

enthusiast,

n=951,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

high

value,

coolness,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandare

highvalue,coolness,

andhonesty

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

alsoappreciate

thesekey

attributes,indicating

Liptonexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLiptonenthusiastsareleast

focused

onare

inclusiveness

andboldness.ReliabilityExclusivityLiptonshould

work

on

promotingsustainabilityto

convert

enthusiastsintoowners.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=519,

Lipton

consumers’,

n=625,

Lipton

enthusiast,

n=951,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Lipton

fans,

37%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?37%34%32%30%25%23%19%19%18%18%15%

15%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=625,

Lipton

enthusiast,

n=951,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1184%

of

Lipton

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinGermany

is53%.

Awareness

ofLipton,however,

is

at91%.Awareness55%

ofGerman

iced

teaconsumers

say

theylikeLipton,compared

to

anindustryaverage

brandpopularity

of34%.46%

ofindustryconsumers

inGermany

saytheyconsume

Lipton,withtheaverage

consumption

ofabrandat28%.BuzzPopularity84%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Liptonhasbeen

noticed

more

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

25%

comparedto18%.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=1,248,

all

respondents(awareness),

n=1,130,

respondents

who

know

the

individual

brand

(popularity),

n=1,130,

respondentswho

know

the

individual

brand

(consumption),

n=519,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,130,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lipton

ranks

first

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLipton9%Rank#

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.1Lipton91%88%84%81%76%76%60%57%54%36%2Nestea3Volvic

TeePfannerMeßmerFuze

TeaAriZonaRAUCH45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

91%

were

aware

of

Lipton.Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.91%N/A9DurstlöscherBraTeeAwareness1013

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

Lipton

is

55%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLiptonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lipton55%49%48%44%44%40%32%31%30%28%2DurstlöscherFuze

TeaPfannerAriZonaNestea3445%Outofconsumers

who

knew

thebrand,

55%

saidtheyliked

Lipton.Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.555%67BraTee8DirTea9Volvic

TeeRAUCHPopularityN/A1014

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,130,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lipton

ranks

first

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofLiptonRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Lipton2DurstlöscherFuze

TeaAriZona44%341%Outofconsumers

who

knew

thebrand,

46%

saidtheyconsumed

Lipton.Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.437%46%5PfannerNestea35%54%631%7DirTea30%8BraTee28%9Volvic

TeeBabaHafTEA26%UsageN/A1026%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,130,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,Lipton

is

fourth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLipton’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.1Volvic

TeePfanner16%288%3Fuze

TeaLipton86%484%5MeßmerNestea84%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7AriZona83%8DurstlöscherRAUCH81%84%980%Outofrespondents

whohaveconsumed

Lipton,84%saidthey

would

consume

the

brandagain.LoyaltyN/A10HonestTea72%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=519,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Lipton

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLiptonRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BabaHafTEA2DirTea27%25%3Fuze

TeaBraTee26%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutLipton

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.425%5Lipton25%6AriZonaDurstlöscherChariTeaNestea21%721%75%819%917%BuzzN/A10HonestTea15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,130,

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.•

Identifyandunderstandyourcoreaudiences•