Brand KPIs for milk：Grahams in the United Kingdom-英文培训课件2025

CONSUMER&

BRANDBrandKPIs

for

milk:Graham’s

in

theUnited

KingdomConsumer

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

Graham’s

performance

inthemilk

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

202479%

of

Graham’s

drinkers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Graham’sbrandingresonates

more

with

Millennials•Graham’srankstenthinawareness

withinthemilkmarket•Graham’sgenerally

appealsto

women

more

thanmen•Thepopularity

ratingof

Graham’sis

35%•Graham’sranksthirdinconsumption•Among

Graham’senthusiasts,41%

fallunderthehigh-income

category•Interms

of

loyalty,Graham’s

iseighth

intheUnited•Consumers

want

theirmilk

brandsto

havehonesty

/Kingdomtrustworthiness,

highvalue,and

reliability•Graham’shasascore

of

14%

formedia

buzz3Sources:

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.4Loyalty

is

the

highest

scoring

KPI

for

Graham’s

at

79%Brand

profile:

snapshotBrand

performance

of

Graham’s

intheUnited

Kingdom79%35%34%29%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondents

who

knowthe

individual

brand

(consumption),

n=124,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Graham’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGraham’s

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatGraham’s

islikedby6%

of

Babyboomers

and

30%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is10%

and

30%,

respectively.30%

30%26%25%ForMillennials

andGen

Z,

37%

and

26%

feel

positivelytowards

Graham’s,

versus

35%

and

25%.

Socurrently,forGraham’s,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.10%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=129,

Graham’s

enthusiast,

n=1,091,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Graham’s

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Graham’s

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Graham’s

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

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

ofwomen

likeGraham’s

comparedto49%

of

men,whereas

fortheoverallindustry,50%

of

women

drinkmilkcompared

to

50%

of

men.88%84%12%

ofGraham’s

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=129,

Graham’s

enthusiast,n=1,091,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Graham’s

enthusiasts,

41%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anddrinkerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%18%Single37%41%23%21%CoupleSingleparentNuclear41%

ofGraham’s

enthusiastsarefromhigh-income

households.Graham’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

23%

ofGraham’senthusiastshavethiscurrent

livingsituation.9%9%31%33%34%29%37%Multi-generational1%2%12%14%ExtendedOther23%5%4%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

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=129,

Graham’senthusiast,

n=1,091,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

milk

brands

to

have

honesty

/

trustworthiness,

high

value,and

reliabilityBrand

profile:

qualitiesQualitiesdrinkers

want

from

milkbrandsAuthenticityFormilk,thetopthree

qualitiesdrinkerswant

fromabrandare

honesty

/trustworthiness,

highvalue,andreliability.50%40%30%20%10%0%Thrill/ExcitementBoldnessClevernessSustainabilityGraham’s

drinkers

alsoappreciate

thesekey

attributes,indicating

Graham’sexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatGraham’senthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityGraham’s

shouldwork

onpromotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

milk,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brandshave

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=124,

Graham’s

consumers’,

n=129,

Graham’senthusiast,

n=1,091,milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Graham’s

fans,

29%

state

that

they

get

excited

about

milk

productsBrand

profile:

attitudesWhat

doconsumersthink

ofmilkingeneral?35%33%

33%29%28%27%25%25%19%18%15%15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

aboutIliketotalkabouttopicsrelating

tomilkIknow

and

trustmilk

productsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

milk

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tomilk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=129,

Graham’s

enthusiast,

n=1,091,

milk

drinkersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1179%

of

Graham’s

drinkers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

milk,theaverage

awareness

of

abrandinthe

United

Kingdom

is

50%.

Awareness

ofGraham’s,

however,

is

at28%.Awareness35%

ofUK

milkdrinkers

say

theylike

Graham’s,compared

to

anindustryaverage

brandpopularity

of28%.34%

ofindustrydrinkers

intheUnitedKingdomsaythey

drinkGraham’s,

withtheaverage

consumption

ofabrandat25%.BuzzPopularity79%

ofbranddrinkers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of73%.Graham’s

hasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of14%compared

to

17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Milk

‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondents

who

knowthe

individual

brand

(consumption),

n=124,

respondents

who

have

drank

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Graham’s

ranks

tenth

in

awareness

within

the

milk

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGraham’sRank#

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.1Müller87%84%78%77%73%63%60%57%36%29%2Alpro29%3Arla4CravendaleYeo

ValleyOatly5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Flora

Pro

ActivCreamfieldsKoko71%8Outofallrespondents,

28%

were

aware

of

Graham’s.Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Graham's13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Graham’s

is

35%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGraham’sRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1CravendaleAlpro44%39%38%35%33%33%30%27%27%25%23Müller35%4Graham'sOatlyOutofconsumers

who

knew

thebrand,

35%

saidtheyliked

Graham’s.

Thisranksthemfourth

compared

toother

brandssurveyed

inthismarket.56CreamfieldsArla65%78Yeo

ValleyCalifa

FarmsDelamere9PopularityN/A1014

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=366,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Graham’s

ranks

third

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofGraham’sRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

drank,we

asked

each

respondent:

“When

itcomes

to

milk,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1CravendaleAlpro236%34%3Graham'sMüller34%Outofconsumers

who

knew

thebrand,

34%

saidtheydrankGraham’s.

Thisranksthemthird

compared

toother

brandssurveyed

inthismarket.433%5Oatly31%6CreamfieldsArla30%66%26%78Califa

FarmsYeo

ValleyDelamere24%923%UsageN/A1020%15

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=366,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Graham’s

is

eighth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGraham’s

consumersRank#

BrandLoyalty

%85%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.1RudeHealth21%2Müller84%3CravendaleAlpro84%483%5Arla81%6Oatly81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

milk,which

of

thefollowing

brandsareyou

likely

toconsume

againinthe

future?”.7Yeo

ValleyGraham'sCreamfieldsPlenish80%879%79%975%Outofrespondents

whohavedrankGraham’s,

79%saidthey

would

consume

the

brandagain.LoyaltyN/A1066%16

Notes:“When

it

comesto

milk,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=124,

respondents

who

have

drank

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Graham’s

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGraham’sRank#

BrandBuzz%26%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Müller14%2Califa

FarmsAlpro25%325%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutGraham’s

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4CravendaleArla23%521%6Oatly17%7Biocol17%8CreamfieldsFlora

Pro

ActivGraham's17%86%915%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=366,

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•

TrackbrandKPIs•

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