Brand KPIs for dishwashing liquid W5 in Germany-外文版培训课件（2025.9）

CONSUMER&

BRANDBrandKPIs

for

dishwashing

liquid:

W5in

GermanyConsumer

Insights

reportNovember2024Discover

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.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

W5’s

performance

inthedishwashing

liquid

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202482%

of

W5

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•W5’s

branding

resonates

withGen

Xsimilarly

to•W5ranksoutsidetheTop10

inawareness

withintheother

brandsinthe

industrydishwashing

liquid

market•W5generally

appealsto

women

more

than

men•Thepopularity

ratingof

W5is

17%•W5ranksoutsidetheTop10

inusage•Interms

of

loyalty,W5

issixthinGermany•W5hasascore

of

4%

formedia

buzz•Among

W5enthusiasts,35%

fallunderthehigh-income

category•Consumers

want

theirdishwashing

liquid

brandstohavehighvalue,reliability,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

W5

at

82%Brand

profile:

snapshotBrand

performance

of

W5inGermany82%59%17%12%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Dishwashing

liquid

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=741,

respondents

who

know

the

individual

brand

(popularity),

n=741,

respondentswho

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=741,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024W5’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%34%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeW5

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatW5

islikedby13%

ofBaby

boomers

and

35%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is13%

and33%,

respectively.20%

20%ForMillennials

andGen

Z,

32%

and

20%

feel

positivelytowards

W5,

versus

34%

and

20%.

Socurrently,

forW5,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.13%

13%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestodishwashing

liquid,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=123,

W5enthusiast,

n=1,201,

dishwashing

liquid

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024W5

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

W5

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

W5hasasimilar

proportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%8%51%

ofwomen

likeW5

compared

to49%of

men,whereas

forthe

overall

industry,50%

ofwomen

usedishwashing

liquidcompared

to

50%

of

men.51%49%50%50%86%89%8%

of

W5enthusiastsconsiderthemselves

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

dishwashing

liquid,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=123,

W5enthusiast,

n=1,201,

dishwashing

liquid

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

W5

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%Single27%35%37%25%CoupleSingleparentNuclear35%

ofW5

enthusiastsarefrom

high-income

households.W5’s

brandisgenerally

enjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

34%

ofW5

enthusiastshavethiscurrent

living

situation.25%25%8%9%34%35%31%32%Multi-generational2%1%7%10%30%ExtendedOther4%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

dishwashing

liquid,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=123,

W5enthusiast,

n=1,201,

dishwashing

liquid

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

dishwashing

liquid

brands

to

have

high

value,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

dishwashingliquid

brandsFordishwashing

liquid,the

top

threequalitiesusers

want

from

abrand

arehighvalue,reliability,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%W5

users

alsoappreciate

these

keyattributes,indicating

W5

exudesthesequalities.SocialresponsibilityCoolnessThequalitiesthatW5enthusiastsareleast

focused

onare

thrill/excitementandinclusiveness.ReliabilityExclusivityW5

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

dishwashing

liquid,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

dishwashing

liquid,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestodishwashing

liquid,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=87,

W5

users’,n=123,

W5enthusiast,

n=1,201,

dishwashing

liquid

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

W5

fans,

22%

state

that

they

get

excited

about

dishwashing

liquidproductsBrand

profile:

attitudesWhat

doconsumersthink

ofdishwashingliquid

ingeneral?51%37%36%35%26%23%22%20%17%16%13%11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

dishwashing

liquid

topicsrelating

toproductsdishwashingliquidBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

dishwashing

liquid

do

youagree

with?”;

Multi

Pick;“When

it

comesto

dishwashing

liquid,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=123,

W5

enthusiast,

n=1,201,dishwashing

liquid

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

W5

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

dishwashing

liquid,the

averageawareness

ofabrandinGermany

is

59%.

Awarenessof

W5,however,

isat59%.Awareness17%

ofGerman

dishwashingliquidusers

saytheylikeW5,

compared

toanindustryaverage

brandpopularity

of26%.12%

ofindustryusers

inGermany

say

theyuseW5,with

the

average

usageofabrandat20%.BuzzPopularity82%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.W5

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of4%

compared

to13%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Dishwashing

liquid

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=741,

respondents

who

know

the

individual

brand

(popularity),

n=741,

respondentswho

know

the

individual

brand

(usage),

n=87,

respondents

who

have

used

the

individual

brand

(loyalty),

n=741,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024W5

ranks

outside

the

Top

10

in

awareness

within

the

dishwashing

liquid

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofW5Rank#

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.1Pril88%86%86%83%83%82%80%80%75%69%2Fairy3FroschSomatFinish41%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ja!59%7PalmoliveGut

&GünstiigDenk

mitFit8Outofallrespondents,

59%

were

aware

of

W5.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

W5

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofW5Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Pril48%43%40%36%32%31%31%30%26%24%17%2Fairy3FroschDenk

mitFit4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

W5.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56PalmoliveFinish78Gut

&GünstiigSomatja!83%9PopularityN/A1014

Notes:“When

it

comesto

dishwashing

liquid,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=741,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024W5

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofW5Rank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

todishwashing

liquid,

which

of

thefollowing

brandshaveyou

used

inthepast12

months?”.1Pril12%2Fairy32%3FroschDenk

mitFit30%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

W5.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.429%529%6Finish24%7Gut

&GünstiigPalmoliveSomatja!23%822%88%921%UsageN/A1018%15

Notes:“When

it

comesto

dishwashing

liquid,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=741,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,W5

is

sixth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofW5’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Somat18%2Pril85%3Gut

&Günstiig83%4Palmolive83%5Fairy82%6W582%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

dishwashingliquid,which

ofthefollowing

brandsare

youlikely

touseagaininthe

future?”.7Fit80%8Frosch79%82%9Finish79%Outofrespondents

whohaveused

W5,

82%

saidtheywould

usethe

brandagain.LoyaltyN/A10Marcel's

Green

Soap77%16

Notes:“When

it

comesto

dishwashing

liquid,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;

Base:n=87,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024W5

has

a

score

of

4%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofW5Rank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.4%1Fairy2Finish21%3Pril19%Outofconsumers

who

knew

thebrand,

4%

saidtheyhadheardaboutW5

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Froscheverdropclaro18%517%617%7ECOVERDenk

mitPalmoliveSomat16%815%914%96%BuzzN/A1014%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=741,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

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