Brand KPIs for grocery stores Grupo Pereira in Brazil-外文版培训课件（2025.9）

CONSUMER&

BRANDBrandKPIs

for

grocery

stores:

GrupoPereira

in

BrazilConsumer

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

GrupoPereira’s

performanceinthe

grocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202467%

of

Grupo

Pereira

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•GrupoPereira’s

brandingresonates

more

with

Gen

Z

•GrupoPereira

ranksoutside

the

Top

10

inawarenesswithin

the

grocery

store

market•GrupoPereira

generally

appealsto

men

more

thanwomen•Thepopularity

ratingof

GrupoPereira

is13%•Among

GrupoPereira

enthusiasts,33%

fallunderthe

•GrupoPereira

ranksoutside

the

Top

10

inusagehigh-income

category•Interms

of

loyalty,GrupoPereira

isoutside

the

Top•Consumers

want

theirgrocery

store

brandstohave10

inBrazilhonesty

/trustworthiness,

reliability,

and

authenticity•GrupoPereira

hasascore

of

10%

formedia

buzz3Sources:

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

Grupo

Pereira

at

67%Brand

profile:

snapshotBrand

performance

of

GrupoPereira

inBrazil67%21%15%13%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=266,

respondents

who

know

the

individual

brand

(popularity),

n=266,

respondents

whoknow

the

individual

brand(usage),

n=39,

respondents

who

have

used

the

individual

brand

(loyalty),

n=266,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Pereira’s

branding

resonatesmore

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGrupoPereira

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatGrupo

Pereira

islikedby0%

ofBaby

boomersand20%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and28%,

respectively.37%29%28%20%ForMillennials

andGen

Z,

43%

and

37%

feel

positivelytowards

GrupoPereira,

versus

39%

and

29%.

Socurrently,

forGrupoPereira,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.4%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=35,

GrupoPereira

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Pereira

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

GrupoPereira

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.3%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

GrupoPereira

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.43%57%56%

ofmen

likeGrupoPereiracompared

to

43%

of

women,

whereasfortheoverall

industry,51%

of

womenusegrocery

stores

compared

to49%

ofmen.51%49%91%88%3%

of

GrupoPereira

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

grocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=35,

Grupo

Pereiraenthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Grupo

Pereira

enthusiasts,

33%

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.9%8%Single33%36%6%13%CoupleSingleparentNuclear33%

ofGrupo

Pereira

enthusiastsarefrom

high-income

households.GrupoPereira’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

49%

ofGrupoPereira

enthusiastshavethiscurrent

living

situation.9%9%22%49%33%31%34%Multi-generational6%9%44%20%24%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

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=35,

GrupoPereira

enthusiast,

n=1,189,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

have

honesty

/

trustworthiness,reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%GrupoPereira

users

alsoappreciatethese

key

attributes,indicatingGrupoPereira

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatGrupoPereiraenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityGrupoPereira

shouldwork

onpromoting

thrill/excitement

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

grocery

stores,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

togrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

togrocery

stores,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=39,

Grupo

Pereira

users’,n=35,

GrupoPereira

enthusiast,

n=1,189,

grocery

store

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Grupo

Pereira

fans,

57%

state

that

they

get

excited

about

grocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?63%60%60%57%57%49%38%32%31%31%28%26%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustgrocery

storestopicsrelating

togrocery

storesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

grocery

stores

do

youagreewith?”;

Multi

Pick;“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=35,

Grupo

Pereira

enthusiast,

n=1,189,grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

Grupo

Pereira

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinBrazil

is53%.

Awareness

ofGrupoPereira,

however,

is

at21%.Awareness13%

ofBrazilian

grocery

store

users

saytheylikeGrupoPereira,

compared

to

anindustryaveragebrandpopularityof

35%.15%

ofindustryusers

inBrazil

saythey

useGrupoPereira,

with

the

average

usageofabrandat28%.BuzzPopularity67%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.GrupoPereira

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of10%compared

to

26%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Grocery

stores‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents(awareness),

n=266,

respondents

who

know

the

individual

brand

(popularity),

n=266,

respondents

whoknow

the

individual

brand(usage),

n=39,

respondents

who

have

used

the

individual

brand

(loyalty),

n=266,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Pereira

ranks

outside

the

Top

10

in

awareness

within

the

grocery

storemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGrupoPereiraRank#

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.1Carrefour95%94%93%92%89%55%52%48%40%37%21%2Atacadão3ASSAÍ

ATACADISTAExtra45PãodeAçúcarSam'sClubUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Dia8TendaAtacadoMateus

SupermercadoSupermercados

BHOutofallrespondents,

21%

were

aware

of

GrupoPereira.

Thisranksthemoutsidethe

Top

10

comparedtootherbrandssurveyed

inthismarket.79%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

Grupo

Pereira

is

13%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGrupoPereiraRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Atacadão67%63%57%48%43%34%32%31%29%26%13%2ASSAÍ

ATACADISTACarrefour34ExtraOutofconsumers

who

knew

thebrand,

13%

saidtheyliked

GrupoPereira.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.5PãodeAçúcarMateus

SupermercadoSam'sClubGrupo

MuffatoDia67887%9PopularityN/A10Cencosud14

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=266,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Pereira

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofGrupoPereiraRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1Atacadão15%2ASSAÍ

ATACADISTACarrefour58%348%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

GrupoPereira.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.4Extra34%5Mateus

SupermercadoPãodeAçúcarDia30%630%726%8Grupo

MuffatoCencosud26%85%923%UsageN/A10Sam'sClub22%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=266,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Grupo

Pereira

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGrupoPereira’s

consumersRank#

BrandLoyalty

%91%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.1ASSAÍ

ATACADISTA2Atacadão89%33%3Grupo

MuffatoCarrefour88%487%5Savegnago85%6Mateus

SupermercadoPãodeAçúcarSam'sClub85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.67%784%882%9Supermercados

BHExtra80%Outofrespondents

whohaveused

GrupoPereira,67%

saidthey

would

usethebrand

again.LoyaltyN/A1080%16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=39,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Pereira

has

a

score

of

10%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGrupoPereiraRank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ASSAÍ

ATACADISTA10%2Atacadão50%3Carrefour48%Outofconsumers

who

knew

thebrand,

10%

saidtheyhadheardaboutGrupo

Pereira

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4PãodeAçúcarExtra32%530%6Mateus

SupermercadoSam'sClub28%726%8Grupo

MuffatoCencosud26%90%922%BuzzN/A10Supermercados

BH20%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=266,

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

andun