Brand KPIs for coffee：3 Corações in Brazil-英文培训课件2025.5

CONSUMER&

BRANDBrandKPIs

for

coffee:

3

Corações

inBrazilConsumer

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.

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

3Corações’

performance

inthecoffee

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,

asofOctober

202488%

of

3

Corações

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•3Corações’

brandingresonates

with

BabyBoomers•3Corações

rankssecond

inawareness

withinthesimilarly

to

other

brandsinthe

industrycoffee

market•3Corações

generally

appealstowomen

more

thanmen•Thepopularity

ratingof

3Corações

is78%•3Corações

ranksfirst

inconsumption•Among

3Corações

enthusiasts,36%

fallunderthehigh-income

category•Interms

of

loyalty,3Corações

is

second

inBrazil•3Corações

hasascore

of59%

formedia

buzz•Consumers

want

theircoffee

brandstohavereliability,

authenticity,and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

3

Corações

at

96%Brand

profile:

snapshotBrand

performance

of

3Corações

inBrazil96%88%78%74%59%AwarenessPopularityUsageLoyaltyBuzz5Notes:Coffee

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,195,

respondents

who

know

the

individual

brand

(popularity),

n=1,195,

respondents

whoknow

the

individual

brand(consumption),

n=888,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,195,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

20243

Corações’

branding

resonates

with

Baby

Boomers

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%

38%Withthatinmind,when

looking

atthe

shareofconsumers

who

like3Corações

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

that3Corações

islikedby4%of

Baby

boomers

and28%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

27%,

respectively.30%

30%28%27%ForMillennials

andGen

Z,

38%

and

30%

feel

positivelytowards

3Corações,

versus

38%

and30%.

So

currently,for3Corações,

Baby

Boomers

connect

most

with

theirbrandcompared

tothe

overall

industryuser.4%

4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=929,

3Coraçõesenthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

20243

Corações

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

3Corações

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

3Corações

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.53%47%52%48%53%

ofwomen

like3Coraçõescompared

to

47%

of

men,whereas

forthe

overall

industry,52%

of

womenconsume

coffee

compared

to48%

ofmen.90%90%8%

of

3Corações

enthusiastsconsiderthemselves

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

coffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=929,

3Coraçõesenthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

3

Corações

enthusiasts,

36%

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%8%Single33%36%14%14%CoupleSingleparentNuclear36%

of3Corações

enthusiastsare

fromhigh-income

households.3Corações’

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

36%

of

3Coraçõesenthusiastshavethiscurrent

livingsituation.8%7%36%31%36%34%34%Multi-generational10%9%23%25%30%ExtendedOther3%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

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=929,

3

Corações

enthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

coffee

brands

to

have

reliability,

authenticity,

and

honesty/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

coffee

brandsForcoffee,

thetopthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%3Corações

consumers

alsoappreciatethese

key

attributes,indicating3Corações

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthat3Corações

enthusiastsareleast

focused

on

arehighvalueandcleverness.ReliabilityExclusivity3Corações

should

work

on

promotingthrill/excitement

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

coffee,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

coffee,which

of

the

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

coffee,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=888,

3Coraçõesconsumers’,n=929,

3Coraçõesenthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

3

Corações

fans,

55%

state

that

they

get

excited

about

coffee

productsBrand

profile:

attitudesWhat

doconsumersthink

ofcoffee

ingeneral?59%55%53%50%38%37%35%34%32%30%19%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIknow

and

trust

coffee

productsIliketotalkabouttopicsrelating

tocoffeeBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

coffee

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tocoffee,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=929,

3Coraçõesenthusiast,

n=1,211,

coffee

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1188%

of

3

Corações

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

coffee,

the

average

awareness

ofabrandinBrazil

is

56%.

Awareness

of

3Corações,however,

is

at96%.Awareness78%

ofBrazilian

coffee

consumers

say

theylike

3Corações,

compared

to

anindustryaverage

brandpopularity

of35%.74%

ofindustryconsumers

inBrazil

saythey

consume3Corações,

with

the

average

consumption

of

abrandat32%.BuzzPopularity88%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of76%.3Corações

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of59%compared

to

23%.LoyaltyUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.3Corações12

Notes:Coffee

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=1,195,

respondents

who

know

the

individual

brand

(popularity),

n=1,195,

respondents

whoknow

the

individual

brand(consumption),

n=888,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,195,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

20243

Corações

ranks

second

in

awareness

within

the

coffee

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessof3CoraçõesRank#

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.4%1Nescafé3CoraçõesPilão96%96%95%84%83%70%65%62%60%59%234Melitta5NespressoStarbucksCabocloCaféPeléL'OrUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

96%

were

aware

of

3Corações.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.996%AwarenessN/A10SantaClara13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

3

Corações

is

78%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

of3CoraçõesRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.13CoraçõesNescaféPilão78%64%59%56%52%42%36%29%28%27%22%234MelittaOutofconsumers

who

knew

thebrand,

78%

saidtheyliked

3Corações.

Thisranksthemfirstcompared

toother

brandssurveyed

inthismarket.5SantaClaraNespressoStarbucksCabocloCaféPeléL'Or67878%9PopularityN/A1014

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,195,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

20243

Corações

ranksfirst

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

of3CoraçõesRank#

BrandUsage

%74%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

coffee,

which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.13CoraçõesNescafé258%26%3Pilão55%Outofconsumers

who

knew

thebrand,

74%

saidtheyconsumed

3Corações.

Thisranksthemfirstcomparedtootherbrandssurveyed

inthismarket.4SantaClaraMelitta49%547%6NespressoStarbucksCaboclo33%732%74%825%9CaféPeléCaféDamasco24%UsageN/A1023%15

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,195,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

3

Corações

is

second

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

of3Corações’

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.1SantaClara3CoraçõesStarbucksMelitta12%288%387%487%5NescaféPilão83%683%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

coffee,

which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7NespressoL'Or81%880%88%N/A9Baggio80%Outofrespondents

whohaveconsumed

3Corações,88%

saidthey

would

consume

the

brandagain.Loyalty10Orfeu79%16

Notes:“When

it

comesto

coffee,which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=888,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

20243

Corações

has

a

score

of

59%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzof3CoraçõesRank#

BrandBuzz%59%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.13CoraçõesNescafé246%3Melitta34%Outofconsumers

who

knew

thebrand,

59%

saidtheyhadheardabout3Corações

inthemedia.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.41%4NespressoPilão33%530%6SantaClaraStarbucksL'Or28%59%728%826%9AméricaCaféDamasco16%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,195,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcoreaudiences•

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