brand kpis fuer getraenke onlineshops bebidas do sul in brasilien-英文（德文）培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:Bebidas

do

Sul

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.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

BebidasdoSul’sperformanceinthe

beverage

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202481%

of

Bebidas

do

Sul

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•BebidasdoSul’sbrandingresonates

more

with•BebidasdoSulranksseventh

inawareness

within

theMillennialsbeverage

online

shopmarket•BebidasdoSulgenerally

appealsto

women

morethan

men•Thepopularity

ratingof

BebidasdoSul

is

48%•BebidasdoSulranksfirstinusage•Among

Bebidas

doSul

enthusiasts,32%

fallunderthe

high-income

category•Interms

of

loyalty,Bebidas

do

SulissixthinBrazil•Bebidas

doSulhasascore

of

40%

formedia

buzz•Consumers

want

theirbeverage

online

shopbrandstohaveauthenticity,reliability,

and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Bebidas

do

Sul

at

81%Brand

profile:

snapshotBrand

performance

of

Bebidasdo

SulinBrazil81%48%43%40%33%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=417,

respondents

who

know

the

individual

brand

(popularity),

n=417,respondents

who

know

the

individual

brand

(usage),

n=178,

respondents

who

have

used

the

individual

brand

(loyalty),

n=417,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bebidas

do

Sul’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBebidas

do

Sulbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBebidas

do

Sulislikedby3%

ofBaby

boomersand22%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is5%

and23%,

respectively.29%

29%23%22%ForMillennials

andGen

Z,

45%

and

29%

feel

positivelytowards

Bebidas

do

Sul,versus

43%

and

29%.

Socurrently,

forBebidasdoSul,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.5%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=202,

Bebidas

do

Sul

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Bebidas

do

Sul

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

BebidasdoSulshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%88%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BebidasdoSulhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%51%49%52%

ofwomen

likeBebidasdoSulcompared

to

48%

of

men,whereas

forthe

overall

industry,51%

of

women

usebeverage

online

shopscompared

to49%of

men.85%12%

ofBebidas

do

Sulenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=202,Bebidas

do

Sul

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Bebidas

do

Sul

enthusiasts,

32%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%8%Single32%36%14%15%CoupleSingleparentNuclear32%

ofBebidas

do

Sulenthusiastsarefrom

high-income

households.BebidasdoSul’sbrandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofBebidasdoSulenthusiastshavethiscurrent

living

situation.6%7%30%42%35%32%32%Multi-generational9%10%38%17%22%ExtendedOther4%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

beverage

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=202,

Bebidas

do

Sul

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

beverage

online

shop

brands

to

have

authenticity,reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

beverage

online

shopbrandsForbeverage

onlineshops,thetopthreequalitiesusers

want

from

abrand

areauthenticity,reliability,

and

honesty

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

alsoappreciatethese

key

attributes,indicatingBebidasdoSul

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatBebidasdoSulenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityBebidasdoSulshouldwork

onpromoting

exclusivity

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

beverageonline

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=178,

Bebidas

do

Sulusers’,n=202,

Bebidas

do

Sul

enthusiast,

n=767,

beverage

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Bebidas

do

Sul

fans,

44%

state

that

they

get

excited

about

beverageonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?55%46%46%44%44%39%37%37%36%36%35%33%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutbeverage

topicsrelating

toIget

excitedIliketotalkaboutonlineshopsbeverage

onlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

beverageonline

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=202,

Bebidas

do

Sulenthusiast,

n=767,

beverage

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

Bebidas

do

Sul

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinBrazil

is32%.

Awareness

ofBebidasdoSul,however,

is

at33%.Awareness48%

ofBrazilian

beverage

online

shopusers

saytheylikeBebidas

do

Sul,compared

to

anindustryaveragebrandpopularityof

34%.43%

ofindustryusers

inBrazil

saythey

useBebidasdoSul,with

the

average

usageofabrandat26%.BuzzPopularity81%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.BebidasdoSulhasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of40%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Beverage

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=417,

respondents

who

know

the

individual

brand

(popularity),

n=417,respondents

who

know

the

individual

brand

(usage),

n=178,

respondents

who

have

used

the

individual

brand

(loyalty),

n=417,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bebidas

do

Sul

ranks

seventh

in

awareness

within

the

beverage

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBebidasdoSulRank#

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.1Evino46%41%41%36%35%34%33%33%33%32%2WineBrasilWine33%34DiVinho5SuperAdegaMistralUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Bebidas

do

SulVino

MundiVINHOSEVINHOS.COMVinhobr67%8Outofallrespondents,

33%

were

aware

of

Bebidas

doSul.Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Bebidas

do

Sul

is

48%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBebidasdoSulRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Bebidas

do

Sul48%46%46%43%43%42%36%34%33%33%2Evino3WineBrasilSuperAdegaDiVinho448%Outofconsumers

who

knew

thebrand,

48%

saidtheyliked

BebidasdoSul.Thisranksthemfirstcomparedtootherbrandssurveyed

inthismarket.552%6Wine7Vinho

FácilEmpório

VignamazziVinci89PopularityN/A10VINHOSEVINHOS.COM14

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=417,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bebidas

do

Sul

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBebidasdoSulRank#

BrandUsage

%43%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

beverageonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Bebidas

do

Sul2Evino37%3SuperAdegaDiVinho35%Outofconsumers

who

knew

thebrand,

43%

saidtheyused

BebidasdoSul.Thisranksthemfirst

comparedtootherbrandssurveyed

inthismarket.433%43%5WineBrasilVinho

FácilGrand

CruWine31%57%631%729%827%9Mistral26%UsageN/A10VINHOSEVINHOS.COM24%15

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=417,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Bebidas

do

Sul

is

sixth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBebidasdoSul’sconsumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1WineBrasilEvino19%288%3Wine88%4SuperAdegaWorldWineBebidas

do

SulGrand

CruSingleMalt

BrasilDiVinho86%582%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

beverage

onlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.780%877%81%977%Outofrespondents

whohaveused

BebidasdoSul,81%

saidthey

would

usethebrand

again.LoyaltyN/A10Vinho

Fácil77%16

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=178,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bebidas

do

Sul

has

a

score

of

40%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBebidasdoSulRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bebidas

do

Sul2Evino39%3Empório

VignamazziSuperAdegaDiVinho36%Outofconsumers

who

knew

thebrand,

40%

saidtheyhadheardaboutBebidas

do

Sulinthemedia.

Thisranksthemfirstcompared

to

other

brandssurveyedinthismarket.40%433%533%6WineBrasilWine32%60%732%8Grand

CruMistral27%926%BuzzN/A10Vinho

Fácil24%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=417,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisi