Brand KPIs for salty snacks Jacob's Crackers in the United Kingdom-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

Jacob’sCrackers

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

Jacob’s

Crackers’

performanceinthe

salty

snackmarket.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,

asofDecember202480%

of

Jacob’s

Crackersconsumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Jacob’s

Crackers’

branding

resonates

more

with

Gen•Jacob’s

Crackers

ranksninth

inawareness

withintheXsaltysnack

market•Jacob’s

Crackers

generally

appealsto

women

morethan

men•Thepopularity

ratingof

Jacob’s

Crackers

is

43%•Jacob’s

Crackers

rankssixthinconsumption•Among

Jacob’sCrackers

enthusiasts,34%

fall

underthe

high-income

category•Interms

of

loyalty,Jacob’s

Crackers

isoutsidetheTop10

inthe

United

Kingdom•Consumers

want

theirsaltysnackbrandstohavereliability,

high

value,andauthenticity•Jacob’s

Crackers

hasascore

of

13%

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.4Awarenessis

the

highest

scoring

KPI

for

Jacob’s

Crackers

at

87%Brand

profile:

snapshotBrand

performance

of

Jacob’sCrackers

intheUnited

Kingdom87%80%43%39%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,084,

respondents

who

know

the

individual

brand

(popularity),

n=1,084,respondents

who

know

the

individual

brand

(consumption),

n=423,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,084,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jacob’s

Crackers’branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%35%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeJacob’s

Crackers

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatJacob’s

Crackers

islikedby14%

of

Babyboomers

and

36%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

10%

and

31%,

respectively.31%24%18%14%ForMillennials

andGen

Z,

33%

and

18%

feel

positivelytowards

Jacob’s

Crackers,

versus

35%

and

24%.

Socurrently,

forJacob’s

Crackers,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=465,

Jacob’sCrackers

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Jacob’s

Crackers

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Jacob’s

Crackers

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.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,

Jacob’s

Crackers

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%58%57%

ofwomen

likeJacob’s

Crackerscompared

to

42%

of

men,whereas

forthe

overall

industry,51%

of

womenconsume

salty

snackscompared

to

49%of

men.91%90%7%

of

Jacob’s

Crackers

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.42%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

salty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=465,

Jacob’sCrackers

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Jacob’s

Crackers

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.23%20%Single34%35%21%20%CoupleSingleparentNuclear34%

ofJacob’s

Crackers

enthusiastsarefrom

high-income

households.Jacob’sCrackers’

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

23%

ofJacob’sCrackers

enthusiastshavethiscurrent

living

situation.11%11%30%30%37%35%30%Multi-generational3%2%9%12%30%ExtendedOther4%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

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=465,

Jacob’sCrackers

enthusiast,

n=1,188,salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

reliability,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

high

value,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Jacob’s

Crackers

consumers

alsoappreciate

these

key

attributes,indicating

Jacob’s

Crackers

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatJacob’s

Crackersenthusiastsare

least

focused

on

areinclusiveness

and

exclusivity.ReliabilityExclusivityJacob’s

Crackers

shouldwork

onpromoting

boldness

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

salty

snacks,

which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=423,

Jacob’sCrackers

consumers’,n=465,Jacob’sCrackers

enthusiast,

n=1,188,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Jacob’s

Crackers

fans,

34%

state

that

they

get

excited

about

salty

snackproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?37%34%33%30%29%24%21%21%20%19%18%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsaltysnackproductsIliketotalkabouttopicsrelating

tosaltysnacksBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

salty

snacks

do

youagree

with?”;

Multi

Pick;“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=465,

Jacob’sCrackers

enthusiast,

n=1,188,

saltysnack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Jacob’s

Crackersconsumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

intheUnitedKingdomis80%.

Awarenessof

Jacob’s

Crackers,

however,

isat87%.Awareness43%

ofUK

saltysnackconsumers

say

theylike

Jacob’sCrackers,

compared

to

anindustryaverage

brandpopularity

of43%.39%

ofindustryconsumers

intheUnited

Kingdom

saythey

consume

Jacob’s

Crackers,

withtheaverageconsumption

ofabrandat36%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of83%.Jacob’s

Crackers

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

13%

compared

to14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,084,

respondents

who

know

the

individual

brand

(popularity),

n=1,084,respondents

who

know

the

individual

brand

(consumption),

n=423,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,084,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jacob’s

Crackers

ranks

ninth

in

awareness

within

the

salty

snack

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofJacob’s

CrackersRank#

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.1WalkersPringlesDoritos97%95%93%92%91%90%90%89%87%86%13%234Wotsits5QuaversMcCOY'SHulaHoopsRitzUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

87%

were

aware

of

Jacob’sCrackers.

Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.87%N/A9Jacob's

CrackersSkipsAwareness1013

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

Jacob’s

Crackersis

43%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofJacob’s

CrackersRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Walkers66%66%59%55%54%47%47%46%46%45%2Pringles3Doritos4McCOY'S43%Outofconsumers

who

knew

thebrand,

43%

saidtheyliked

Jacob’s

Crackers.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.5HulaHoopsSensationsTyrrells57%678Quavers9KettleBrandMonster

MunchPopularityN/A1014

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,084,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jacob’s

Crackers

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofJacob’sCrackersRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Walkers2Pringles60%3Doritos57%39%Outofconsumers

who

knew

thebrand,

39%

saidtheyconsumed

Jacob’s

Crackers.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4McCOY'S46%5HulaHoopsJacob's

CrackersKettleBrandSensationsQuavers45%639%61%737%837%936%UsageN/A10Monster

Munch35%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,084,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Jacob’s

Crackersis

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofJacob’s

Crackers’

consumersRank#

BrandLoyalty

%91%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.1WalkersPringlesWotsitsTyrrellsQuaversSensationsDoritosRitz20%291%388%487%587%686%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.785%885%80%9PopchipsSkips85%Outofrespondents

whohaveconsumed

Jacob’sCrackers,

80%

saidthey

would

consume

the

brandagain.LoyaltyN/A1083%16

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=423,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Jacob’s

Crackers

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofJacob’s

CrackersRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Doritos13%2Pringles31%3Walkers30%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutJacob’s

Crackers

inthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.4Eat

Real21%5HulaHoopsTyrrells15%615%7McCOY'S15%8Monster

MunchSensationsJacob's

Crackers13%87%913%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,084,

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-drive