Brand KPIs for salty snacks Hot Nuts in Mexico-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

Hot

Nutsin

MexicoConsumer

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

Hot

Nuts’performance

inthesaltysnack

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,

asofDecember202482%

of

Hot

Nuts

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Hot

Nuts’branding

resonates

more

with

Millennials•Hot

NutsranksoutsidetheTop10

inawarenesswithin

the

saltysnack

market•Hot

Nutsgenerally

appealsto

women

more

thanmen•Thepopularity

ratingof

HotNutsis54%•Among

HotNutsenthusiasts,31%

fallunderthe•Hot

NutsranksoutsidetheTop10

inconsumptionhigh-income

category•Interms

of

loyalty,Hot

Nutsisoutside

the

Top

10

in•Consumers

want

theirsaltysnackbrandstohaveMexicoauthenticity,reliability,

and

coolness•Hot

Nutshasascore

of

32%

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

Hot

Nuts

at

92%Brand

profile:

snapshotBrand

performance

of

HotNutsinMexico92%82%54%43%32%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,143,

respondents

who

know

the

individual

brand

(popularity),

n=1,143,respondents

who

know

the

individual

brand

(consumption),

n=497,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,143,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hot

Nuts’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHot

Nutsbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatHotNutsislikedby2%

of

Babyboomers

and22%

of

GenXers,

whereas

thetotalshareof

industryusers

is4%and24%,

respectively.39%33%30%24%22%ForMillennials

andGen

Z,

46%

and

30%

feel

positivelytowards

Hot

Nuts,versus

39%

and

33%.

Socurrently,forHot

Nuts,Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=621,

Hot

Nuts

enthusiast,

n=1,217,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Hot

Nuts

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Hot

Nutsshows

thatwomen

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,

Hot

Nutshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofwomen

likeHot

Nutscomparedto48%

of

men,whereas

fortheoverallindustry,51%

of

women

consume

saltysnacks

compared

to49%

ofmen.90%88%7%

of

HotNutsenthusiastsconsiderthemselves

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

salty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=621,

Hot

Nutsenthusiast,

n=1,217,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Hot

Nuts

enthusiasts,

31%

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.7%7%Single31%31%11%13%CoupleSingleparentNuclear31%

ofHot

Nutsenthusiastsarefromhigh-income

households.Hot

Nuts’brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

37%

of

Hot

Nutsenthusiastshavethiscurrent

livingsituation.8%8%40%29%37%34%42%Multi-generational12%11%24%25%ExtendedOther27%2%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

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=621,

Hot

Nuts

enthusiast,

n=1,217,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

authenticity,

reliability,

andcoolnessBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,reliability,

and

coolness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessHot

Nutsconsumers

alsoappreciatethese

key

attributes,indicatingHot

Nutsexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatHotNutsenthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityHot

Nutsshouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.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=497,

Hot

Nuts

consumers’,n=621,

Hot

Nuts

enthusiast,

n=1,217,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Hot

Nuts

fans,

39%

state

that

they

get

excited

about

salty

snackproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?53%45%39%34%24%23%22%20%20%19%10%9%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=621,

Hot

Nuts

enthusiast,

n=1,217,

salty

snackconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

Hot

Nuts

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

inMexico

is

84%.

Awareness

ofHot

Nuts,however,

is

at92%.Awareness54%

ofMexican

salty

snackconsumers

saytheylikeHot

Nuts,compared

to

anindustryaverage

brandpopularity

of53%.43%

ofindustryconsumers

inMexico

say

theyconsume

Hot

Nuts,with

the

average

consumption

ofabrandat45%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Hot

Nutshasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

31%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,143,

respondents

who

know

the

individual

brand

(popularity),

n=1,143,respondents

who

know

the

individual

brand

(consumption),

n=497,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,143,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hot

Nuts

ranks

outside

the

Top

10

in

awareness

within

the

salty

snack

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHot

NutsRank#

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.8%1SabritasCheetosDoritosChips97%97%96%96%96%95%95%95%93%93%2345RufflesTakisUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67ACT

II8TostitosFritosOutofallrespondents,

92%

were

aware

of

HotNuts.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.92%9AwarenessN/A10Pake

Taxo13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Hot

Nuts

is

54%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHot

NutsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DoritosCheetosSabritasRuffles76%74%73%71%67%60%59%58%55%54%23446%Outofconsumers

who

knew

thebrand,

54%

saidtheyliked

Hot

Nuts.Thisranksthemtenth

compared

toother

brandssurveyed

inthismarket.5Chips54%6Fritos7Takis8ChurrumaisRancheritosHotNuts9PopularityN/A1014

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,143,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hot

Nuts

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofHotNutsRank#

BrandUsage

%72%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1DoritosCheetosSabritasRuffles271%366%Outofconsumers

who

knew

thebrand,

43%

saidtheyconsumed

Hot

Nuts.Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.463%43%5Chips57%57%6Fritos52%7Takis52%8Pake

TaxoChurrumaisRancheritos48%948%UsageN/A1048%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=1,143,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,Hot

Nuts

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHotNuts’consumersRank#

BrandLoyalty

%88%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.1SabritasDoritosRufflesCheetosChips18%286%386%485%585%6ACT

II85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Fritos85%8Takis84%82%9TostitosRancheritos83%Outofrespondents

whohaveconsumed

Hot

Nuts,82%

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=497,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Hot

Nuts

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHotNutsRank#

BrandBuzz%58%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1SabritasCheetosDoritosTakis258%32%355%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutHot

Nutsinthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.444%5Chips42%6RufflesACT

II40%737%68%8HotNutsPake

TaxoBigMix32%931%BuzzN/A1030%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,143,

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

andunlocknewgrowthopportunities.•

Identif