Brand KPIs for salty snacks Cape Cod in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

salty

snacks:

Cape

Codin

the

United

StatesConsumer

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

CapeCod’s

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

Cape

Cod

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•CapeCod’s

brandingresonates

more

withGen

X•CapeCodranksoutsidetheTop10

inawarenesswithin

the

saltysnack

market•CapeCodgenerally

appealsto

men

more

thanwomen•Thepopularity

ratingof

CapeCodis

39%•Among

CapeCodenthusiasts,33%

fallunderthe•CapeCodranksoutsidetheTop10

inconsumptionhigh-income

category•Interms

of

loyalty,CapeCod

isoutsidetheTop10

in•Consumers

want

theirsaltysnackbrandstohavethe

United

Statesauthenticity,highvalue,and

boldness•CapeCodhasascore

of

18%

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

Cape

Cod

at

82%Brand

profile:

snapshotBrand

performance

of

Cape

Cod

intheUnitedStates82%60%39%27%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=745,

respondents

who

know

the

individual

brand

(popularity),

n=745,

respondentswho

know

the

individual

brand

(consumption),

n=198,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=745,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Cape

Cod’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%35%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCapeCod

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatCapeCod

islikedby14%

ofBaby

boomers

and

35%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is11%

and

29%,

respectively.29%25%18%14%ForMillennials

andGen

Z,

33%

and

18%

feel

positivelytowards

CapeCod,versus

35%

and

25%.

Socurrently,forCapeCod,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosalty

snacks,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=288,

Cape

Codenthusiast,

n=1,190,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Cape

Cod

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

CapeCod

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

CapeCodhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%50%50%51%

ofmen

likeCapeCod

compared

to49%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

consume

saltysnacks

compared

to50%

ofmen.91%9%

of

CapeCodenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

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=288,

Cape

Codenthusiast,

n=1,190,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Cape

Cod

enthusiasts,

33%

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.26%25%Single30%37%33%19%18%CoupleSingleparentNuclear33%

ofCapeCodenthusiastsarefromhigh-income

households.CapeCod’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

26%

of

CapeCodenthusiastshavethiscurrent

livingsituation.12%11%16%16%41%Multi-generational4%4%16%33%ExtendedOther26%19%7%7%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=288,

Cape

Cod

enthusiast,

n=1,190,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

salty

snack

brands

to

have

authenticity,

high

value,

andboldnessBrand

profile:

qualitiesQualitiesconsumerswant

from

salty

snackbrandsForsalty

snacks,thetopthree

qualitiesconsumers

want

fromabrandareauthenticity,highvalue,and

boldness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessCapeCod

consumers

alsoappreciatethese

key

attributes,indicatingCapeCodexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatCapeCodenthusiastsareleast

focused

on

areinclusivenessandthrill/excitement.ReliabilityExclusivityCapeCod

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=198,

Cape

Cod

consumers’,n=288,

Cape

Cod

enthusiast,

n=1,190,

salty

snack

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Cape

Cod

fans,

38%

state

that

they

get

excited

about

salty

snackproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsalty

snacksingeneral?50%39%38%36%33%29%28%27%25%22%21%20%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=288,

Cape

Cod

enthusiast,

n=1,190,

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

Cape

Cod

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

salty

snacks,theaverage

awarenessof

abrand

intheUnitedStatesis79%.

Awareness

ofCapeCod,however,

is

at60%.Awareness39%

ofU.S.

saltysnackconsumers

saytheylikeCapeCod,compared

to

anindustryaverage

brandpopularity

of48%.27%

ofindustryconsumers

intheUnited

Statessaythey

consume

CapeCod,withtheaverageconsumption

ofabrandat38%.BuzzPopularity82%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of84%.CapeCod

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of18%compared

to

22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Salty

snacks

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=745,

respondents

who

know

the

individual

brand

(popularity),

n=745,

respondentswho

know

the

individual

brand

(consumption),

n=198,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=745,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Cape

Cod

ranks

outside

the

Top

10

in

awareness

within

the

salty

snack

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCape

CodRank#

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.1Lay's94%94%94%93%92%92%92%92%91%91%2DoritosCheetosPringlesFritos340%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Ritz60%7Cheeze-itGoldfishTostitosRuffles8Outofallrespondents,

60%

were

aware

of

CapeCod.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Cape

Cod

is

39%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCape

CodRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DoritosCheetosLay's73%68%62%62%61%56%55%50%50%48%2339%4Cheeze-itPringlesFritosOutofconsumers

who

knew

thebrand,

39%

saidtheyliked

CapeCod.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5661%7RufflesGoldfishRitz89PopularityN/A10Tostitos14

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=745,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Cape

Cod

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofCape

CodRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

salty

snacks,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1DoritosCheetosCheeze-itLay's260%27%354%Outofconsumers

who

knew

thebrand,

27%

saidtheyconsumed

CapeCod.Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.454%5PringlesFritos49%647%7RufflesTostitosRitz42%73%841%938%UsageN/A10Goldfish37%15

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=745,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Cape

Cod

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCape

Cod’s

consumersRank#

BrandLoyalty

%90%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.1DoritosCheetosRufflesPringlesLay's18%289%388%487%587%6SnackFactory

-Pretzel

Crisps

85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

saltysnacks,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7Cheeze-itTostitos85%85%84%84%882%9Planters

PeanutsUtzOutofrespondents

whohaveconsumed

CapeCod,82%

saidthey

would

consume

the

brandagain.LoyaltyN/A1016

Notes:“When

it

comesto

salty

snacks,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=198,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Cape

Cod

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCape

CodRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Doritos18%2CheetosCheeze-itGoldfishLay's42%336%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutCapeCodinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.430%527%6PringlesChexMixFritos26%722%822%82%9Takis20%BuzzN/A10Planters

Peanuts18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=745,

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.