brand kpis fuer getraenke onlineshops super adega in brasilien-英文（德文）培训课件2025.4

CONSUMER&

BRANDBrandKPIs

for

beverage

online

shops:Super

Adega

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

SuperAdega’sperformance

inthe

beverage

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202486%

of

Super

Adega

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•SuperAdega’sbranding

resonates

more

with

Gen

X•SuperAdegaranksfifth

inawareness

within

thebeverage

online

shopmarket•SuperAdegagenerally

appealstowomen

more

thanmen•Thepopularity

ratingof

SuperAdegais43%•SuperAdegaranksthird

inusage•Among

SuperAdegaenthusiasts,40%

fallunderthehigh-income

category•Interms

of

loyalty,SuperAdegaisfourthinBrazil•SuperAdegahasascore

of33%

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

Super

Adega

at

86%Brand

profile:

snapshotBrand

performance

of

SuperAdegainBrazil86%43%35%35%33%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beverage

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=437,

respondents

who

know

the

individual

brand

(popularity),

n=437,respondents

who

know

the

individual

brand

(usage),

n=153,

respondents

who

have

used

the

individual

brand

(loyalty),

n=437,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Super

Adega’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSuperAdegabygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatSuperAdegaislikedby4%

ofBaby

boomers

and28%of

Gen

Xers,whereas

the

total

shareof

industryusersis5%

and23%,

respectively.29%28%24%23%ForMillennials

andGen

Z,

44%

and

24%

feel

positivelytowards

SuperAdega,versus

43%

and29%.

Socurrently,

forSuperAdega,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.5%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeverageonline

shops,

which

ofthe

following

brands

do

youlike?”;MultiPick;Base:n=188,

Super

Adega

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Super

Adegagenerally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SuperAdegashows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SuperAdegahasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%55%55%

ofwomen

likeSuperAdegacompared

to

45%

of

men,whereas

forthe

overall

industry,51%

of

women

usebeverage

online

shopscompared

to49%of

men.90%6%

of

SuperAdegaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.45%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=188,Super

Adega

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Super

Adega

enthusiasts,

40%

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.5%8%Single36%40%12%15%CoupleSingleparentNuclear40%

ofSuperAdega

enthusiastsarefrom

high-income

households.SuperAdega’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofSuperAdegaenthusiastshavethiscurrent

living

situation.5%7%42%35%32%32%28%Multi-generational13%10%19%22%32%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=188,

Super

Adega

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%SuperAdegausers

alsoappreciate

thesekey

attributes,indicating

SuperAdegaexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSuperAdegaenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivitySuperAdegashould

work

on

promotinginnovation

to

convert

enthusiastsintoowners.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=153,

Super

Adega

users’,n=188,

Super

Adega

enthusiast,

n=767,

beverageonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Super

Adega

fans,

49%

state

that

they

get

excited

about

beverage

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofbeverageonlineshopsingeneral?55%51%49%47%46%42%40%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=188,

Super

Adegaenthusiast,

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.1186%

of

Super

Adega

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

beverage

onlineshops,the

averageawareness

ofabrandinBrazil

is32%.

Awareness

ofSuperAdega,however,

isat35%.Awareness43%

ofBrazilian

beverage

online

shopusers

saytheylikeSuperAdega,compared

toanindustryaveragebrandpopularityof

34%.35%

ofindustryusers

inBrazil

saythey

useSuperAdega,with

theaverage

usageof

abrand

at26%.BuzzPopularity86%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.SuperAdegahasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of33%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=437,

respondents

who

know

the

individual

brand

(popularity),

n=437,respondents

who

know

the

individual

brand

(usage),

n=153,

respondents

who

have

used

the

individual

brand

(loyalty),

n=437,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Super

Adega

ranks

fifth

in

awareness

within

the

beverage

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSuperAdegaRank#

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%2WineBrasilWine335%4DiVinho5SuperAdegaMistralUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.665%7Bebidas

do

SulVino

MundiVINHOSEVINHOS.COMVinhobr8Outofallrespondents,

35%

were

aware

of

SuperAdega.This

ranksthemfifth

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

Super

Adega

is

43%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSuperAdegaRank#

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%2Evino3WineBrasilSuperAdegaDiVinho443%Outofconsumers

who

knew

thebrand,

43%

saidtheyliked

SuperAdega.This

ranksthemfourthcomparedtootherbrandssurveyed

inthismarket.557%6Wine7Vinho

FácilEmpório

VignamazziVinci89PopularityN/A10VINHOSEVINHOS.COM14

Notes:“When

it

comesto

beverageonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=437,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Super

Adega

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSuperAdegaRank#

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%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyused

SuperAdega.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.433%5WineBrasilVinho

FácilGrand

CruWine31%631%65%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=437,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Super

Adega

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSuperAdega’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.1WineBrasilEvino14%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%86%977%Outofrespondents

whohaveused

SuperAdega,86%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=153,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Super

Adega

has

a

score

of

33%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSuperAdegaRank#

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%33%3Empório

VignamazziSuperAdegaDiVinho36%Outofconsumers

who

knew

thebrand,

33%

saidtheyhadheardaboutSuperAdega

inthe

media.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.433%533%6WineBrasilWine32%67%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=437,

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-drivendecisions

andunlocknewgrowt