Brand KPIs for sauces condiments Tabasco in the United Kingdom-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sauces

&

condiments:Tabasco

in

the

United

KingdomConsumer

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

Tabasco’s

performance

inthesauce&condiment

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,

asofDecember202491%

of

Tabascoconsumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Tabasco’sbrandingresonates

more

with

Gen

X•Tabascogenerally

appealsto

men

more

than

women•Tabascoranksoutside

the

Top

10

inawareness

withinthe

sauce

&condiment

market•Thepopularity

ratingof

Tabascois26%•Among

Tabascoenthusiasts,46%

fallunderthe

high-income

category•Tabascoranksoutside

the

Top

10

inconsumption•Consumers

want

theirsauce&condiment

brandstohaveauthenticity,highvalue,and

honesty

/trustworthiness•Interms

of

loyalty,Tabascoissecond

intheUnitedKingdom•Tabascohasascore

of

4%

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

Tabasco

at

91%Brand

profile:

snapshotBrand

performance

of

Tabasco

intheUnitedKingdom91%72%26%19%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,respondents

who

know

the

individual

brand

(consumption),

n=170,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tabasco’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%35%34%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTabascobygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatTabascoislikedby13%

of

Babyboomers

and

35%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

32%,

respectively.24%17%ForMillennials

andGen

Z,

35%

and

17%

feel

positivelytowards

Tabasco,versus

34%

and

24%.

Socurrently,forTabasco,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.13%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,

Tabasco

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Tabasco

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Tabascoshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Tabascohasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%57%

ofmen

likeTabascocompared

to42%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

consumesauces&condiments

compared

to49%of

men.51%49%89%90%9%

of

Tabascoenthusiastsconsiderthemselves

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

sauces

&

condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,Tabasco

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Tabascoenthusiasts,

46%

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%20%Single35%23%20%CoupleSingleparentNuclear46%46%

ofTabascoenthusiastsarefromhigh-income

households.Tabasco’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

23%

ofTabascoenthusiastshavethiscurrent

livingsituation.9%11%28%30%35%30%27%Multi-generational2%2%8%11%ExtendedOther26%7%5%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

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,

Tabasco

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sauce

&

condiment

brands

to

have

authenticity,

highvalue,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

sauce

&condimentbrandsForsauces

&condiments,

thetopthreequalitiesconsumers

wantfrom

abrandareauthenticity,highvalue,andhonesty/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Tabascoconsumers

alsoappreciatethese

key

attributes,indicatingTabascoexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTabascoenthusiastsareleast

focused

on

arecleverness

andinclusiveness.ReliabilityExclusivityTabascoshouldwork

on

promoting

thrill/excitement

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sauces

&condiments,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=170,

Tabasco

consumers’,n=229,

Tabasco

enthusiast,

n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Tabasco

fans,

37%

state

that

they

get

excited

about

sauce

&

condimentproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsauces&condimentsingeneral?45%37%37%34%25%24%24%23%21%20%19%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsauce&condimentproductsIliketotalkabouttopicsrelating

tosauces&condimentsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sauces

&condiments

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosauces

&condiments,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=229,

Tabasco

enthusiast,n=1,190,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1191%

of

Tabascoconsumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sauces

&condiments,

theaverageawareness

ofabrandinthe

United

Kingdomis68%.Awareness

ofTabasco,however,

isat72%.Awareness26%

ofUK

sauce&condiment

consumers

saytheylikeTabasco,compared

to

anindustryaverage

brandpopularity

of40%.19%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Tabasco,with

the

average

consumptionof

abrand

at33%.BuzzPopularity91%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of84%.Tabascohasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

4%

comparedto14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Sauces

&condiments

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,respondents

who

know

the

individual

brand

(consumption),

n=170,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tabasco

ranks

outside

the

Top

10

in

awareness

within

the

sauce

&

condimentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTabascoRank#

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.1HeinzTomatoKetchup94%93%92%90%89%89%85%85%82%73%2HeinzSaladCreamHeinzMayo28%34Hellmann's

MayoNando's5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6HPsauce7Colman's

MustardHellmann's

KetchupBranston72%8Outofallrespondents,

72%

were

aware

of

Tabasco.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10BlueDragon13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Tabasco

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTabascoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1HeinzTomatoKetchup66%53%51%51%49%47%44%44%42%40%2Hellmann's

MayoHeinzMayo26%34BlueDragonSarsons

vinegarHeinzSaladCreamBranstonOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

Tabasco.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.56774%8HPsauce9Nando'sPopularityN/A10Colman's

Mustard14

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=896,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tabasco

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofTabascoRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

sauces

&condiments,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.1HeinzTomatoKetchup19%2Hellmann's

MayoBlue

DragonSarsons

vinegarHeinzMayo47%344%Outofconsumers

who

knew

thebrand,

19%

saidtheyconsumed

Tabasco.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.443%542%6HeinzSaladCreamBranston38%737%8HPsauce37%81%9Nando's34%UsageN/A10Colman's

Mustard33%15

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=896,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Tabascois

second

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTabasco’s

consumersRank#

BrandLoyalty

%92%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.9%1Sarsons

vinegar2Tabasco91%3Hellmann's

MayoHeinzTomatoKetchupAmoy90%489%588%6Nando's88%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sauces

&condiments,

which

of

the

following

brandsareyoulikely

to

consume

againinthefuture?”.7HPsauce87%8Maille

MustardBlueDragonBranston87%91%N/A985%Outofrespondents

whohaveconsumed

Tabasco,91%

saidthey

would

consume

the

brandagain.Loyalty1085%16

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=170,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tabasco

has

a

score

of

4%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTabascoRank#

BrandBuzz%27%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.4%1HeinzTomatoKetchup2HeinzMayoHellmann's

MayoNando's22%320%Outofconsumers

who

knew

thebrand,

4%

saidtheyhadheardaboutTabascointhemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.419%5BlueDragonCholula18%618%7Branston17%8HeinzSaladCreamHellmann's

KetchupHPsauce16%914%96%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=896,

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