brand kpis fuer haustierbedarfs onlineshop polipet in brasilien-英文（德文）培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Polipet

in

BrazilConsumer

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.

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

Polipet’s

performance

inthepetsupplyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202481%

of

Polipet

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Polipet’s

branding

resonates

more

with

Millennials•Polipet

generally

appealstowomen

more

than

men•Polipet

ranksoutside

the

Top

10

inawareness

withinthe

pet

supplyonlineshop

market•Thepopularity

ratingof

Polipet

is21%•Polipet

ranksninthinusage•Among

Polipet

enthusiasts,36%

fallunderthe

high-income

category•Consumers

want

theirpetsupplyonline

shopbrands

•Interms

of

loyalty,Polipet

is

eighthinBraziltohavereliability,

honesty

/trustworthiness,

andfriendliness•Polipet

hasascore

of18%

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

forPolipet

at

81%Brand

profile:

snapshotBrand

performance

of

PolipetinBrazil81%21%21%18%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=260,

respondents

who

know

the

individual

brand

(popularity),

n=260,respondents

who

know

the

individual

brand

(usage),

n=47,

respondents

who

have

used

the

individual

brand

(loyalty),

n=260,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Polipet’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePolipet

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatPolipet

islikedby4%

ofBaby

boomers

and19%

ofGenXers,

whereas

thetotalshareof

industryusers

is4%and27%,

respectively.31%27%27%19%ForMillennials

andGen

Z,

46%

and

31%

feel

positivelytowards

Polipet,versus

42%

and27%.

So

currently,

forPolipet,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=54,

Polipet

enthusiast,

n=967,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Polipet

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Polipet

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Polipet

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%54%54%

ofwomen

likePolipet

compared

to46%

ofmen,

whereas

for

the

overallindustry,52%

of

women

usepetsupplyonlineshopscompared

to

48%

of

men.85%88%11%

ofPolipet

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=54,Polipet

enthusiast,

n=967,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Polipet

enthusiasts,

36%

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.6%7%Single36%37%7%CoupleSingleparentNuclear36%

ofPolipet

enthusiastsare

fromhigh-income

households.Polipet’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

46%

of

Polipetenthusiastshavethiscurrent

livingsituation.14%7%9%28%46%37%32%31%Multi-generational9%9%36%22%21%ExtendedOther2%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

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=54,

Polipet

enthusiast,

n=967,

petsupply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

reliability,

honesty/

trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Polipet

users

alsoappreciate

these

keyattributes,indicating

Polipet

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatPolipet

enthusiastsareleast

focused

onare

high

valueandcleverness.ReliabilityExclusivityPolipet

should

work

on

promotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=47,

Polipet

users’,n=54,

Polipet

enthusiast,

n=967,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Polipet

fans,

35%

state

that

they

get

excited

about

pet

supply

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?52%43%41%41%37%35%33%32%31%29%28%

28%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutpetsupply

topicsrelating

toIget

excitedIliketotalkaboutonlineshopspetsupplyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

pet

supply

online

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

topet

supply

onlineshops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=54,

Polipet

enthusiast,n=967,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

Polipet

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinBrazil

is39%.

Awareness

ofPolipet,however,

isat21%.Awareness21%

ofBrazilian

petsupplyonline

shopusers

saytheylikePolipet,

compared

toanindustryaverage

brandpopularity

of36%.18%

ofindustryusers

inBrazil

saythey

usePolipet,with

the

average

usageofabrandat27%.BuzzPopularity81%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.Polipet

hasbeen

noticed

less

inthemedia

comparedtootherbrands,with

a“Buzz”

score

of

18%

comparedto27%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=260,

respondents

who

know

the

individual

brand

(popularity),

n=260,respondents

who

know

the

individual

brand

(usage),

n=47,

respondents

who

have

used

the

individual

brand

(loyalty),

n=260,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Polipet

ranks

outside

the

Top

10

in

awareness

within

the

pet

supply

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPolipetRank#

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.1Petz76%63%56%45%39%38%35%33%33%28%21%2Pet

Love3Cobasi4Casa

doProdutorRoyalPets5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6TudodeBichoReidosAnimaisGeração

AnimalPopular

PetZenAnimal78Outofallrespondents,

21%

were

aware

of

Polipet.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Polipet

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPolipetRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Petz64%59%58%48%38%35%30%30%29%26%21%2Pet

Love3Cobasi4American

PetReidosAnimaisCasa

doProdutorTudodeBichoRoyalPetsZee.DogOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

Polipet.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.567879%9PopularityN/A10Popular

Pet14

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=260,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Polipet

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPolipetRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Petz18%2Cobasi47%3Pet

Love43%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

Polipet.

Thisranksthemninth

compared

tootherbrandssurveyed

inthismarket.4American

PetCasa

doProdutorReidosAnimaisAZ

PetshopPopular

PetPolipet42%527%627%719%818%82%918%UsageN/A10RoyalPets18%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=260,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Polipet

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPolipet’s

consumersRank#

BrandLoyalty

%90%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.1Pet

Love19%2Petz88%3Cobasi87%4Casa

doProdutorAmerican

PetTudodeBichoRoyalPetsPolipet84%583%682%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.781%881%81%9ZenAnimalZee.Dog81%Outofrespondents

whohaveused

Polipet,81%

saidthey

would

usethebrand

again.LoyaltyN/A1077%16

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=47,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Polipet

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPolipetRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Petz18%2Pet

Love44%3Cobasi44%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutPolipet

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4American

PetCasa

doProdutorAZ

PetshopReidosAnimaisRoyalPetsZee.Dog40%527%623%722%821%82%920%BuzzN/A10Popular

Pet19%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=260,

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

andunlocknewgrowth