Brand KPIs for grocery stores Whole Foods Markets in the United States-外文版培训课件（2025.9）

CONSUMER&

BRANDBrandKPIs

for

grocery

stores:

WholeFoods

Markets

in

the

United

StatesConsumer

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

Whole

Foods

Markets’performance

inthe

grocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202486%

of

Whole

Foods

Markets

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Whole

Foods

Markets’

brandingresonates

with

Gen

X

•Whole

Foods

Markets

ranksseventh

inawarenesssimilarly

to

other

brandsinthe

industrywithin

the

grocery

store

market•Whole

Foods

Markets

generally

appealstowomen•Thepopularity

ratingof

Whole

Foods

Markets

is27%more

than

men•Whole

Foods

Markets

ranksoutside

the

Top

10

in•Among

Whole

Foods

Markets

enthusiasts,45%

fallusageunderthe

high-income

category•Interms

of

loyalty,Whole

Foods

Markets

is

fourthin•Consumers

want

theirgrocery

store

brandstohavethe

UnitedStateshighvalue,friendliness,

and

honesty

/trustworthiness•Whole

Foods

Markets

hasascore

of14%

formediabuzz3Sources:

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

Whole

Foods

Markets

at

86%Brand

profile:

snapshotBrand

performance

of

WholeFoods

MarketsintheUnited

States86%79%27%21%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=986,

respondents

who

know

the

individual

brand

(popularity),

n=986,

respondents

whoknow

the

individual

brand(usage),

n=208,

respondents

who

have

used

the

individual

brand

(loyalty),

n=986,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Foods

Markets’

branding

resonates

with

Gen

X

similarly

to

other

brandsin

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%

36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWhole

Foods

Markets

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatWhole

Foods

Markets

islikedby11%

ofBaby

boomers

and

30%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is11%

and29%,

respectively.30%29%24%23%11%

11%ForMillennials

andGen

Z,

36%

and

23%

feel

positivelytowards

Whole

Foods

Markets,

versus

36%

and24%.Socurrently,

forWhole

Foods

Markets,

Gen

Xconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=263,

Whole

Foods

Marketsenthusiast,

n=1,208,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Foods

Markets

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Whole

Foods

Marketsshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Whole

Foods

Markets

hasasimilar

proportion

of

LGBTQIA+50%50%55%55%

ofwomen

likeWhole

Foods

Marketscompared

to

45%

of

men,whereas

forthe

overall

industry,50%

of

women

usegrocery

stores

compared

to50%

ofmen.88%consumers

when

compared

totheindustryusers

ingeneral.9%

of

Whole

Foods

Markets

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.45%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=263,

Whole

FoodsMarketsenthusiast,

n=1,208,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Whole

Foods

Markets

enthusiasts,

45%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%26%Single33%34%33%13%15%45%CoupleSingleparentNuclear45%

ofWhole

FoodsMarkets

enthusiastsarefrom

high-income

households.Whole

Foods

Markets’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

24%

ofWhole

Foods

Markets

enthusiastshavethiscurrent

living

situation.13%11%24%22%31%Multi-generational4%5%17%15%ExtendedOther24%6%6%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=263,

Whole

Foods

Marketsenthusiast,

n=1,208,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

have

high

value,

friendliness,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arehighvalue,friendliness,

and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Whole

Foods

Markets

users

alsoappreciate

these

key

attributes,indicating

Whole

FoodsMarkets

exudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatWhole

Foods

Marketsenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessWhole

Foods

Markets

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=208,

Whole

Foods

Marketsusers’,n=263,

Whole

Foods

Marketsenthusiast,

n=1,208,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Whole

Foods

Markets

fans,

38%

state

that

they

get

excited

aboutgrocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?53%52%45%45%38%36%35%30%30%28%27%22%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=263,

Whole

Foods

Marketsenthusiast,n=1,208,

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.1186%

of

Whole

Foods

Markets

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinthe

United

Statesis63%.Awareness

ofWhole

Foods

Markets,

however,

isat79%.Awareness27%

ofU.S.

grocery

store

users

say

theylikeWholeFoods

Markets,

compared

to

anindustryaveragebrandpopularityof

33%.BuzzPopularity21%

ofindustryusers

intheUnitedStatessaythey

useWhole

Foods

Markets,

with

the

average

usageof

abrandat28%.86%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.Whole

Foods

Markets

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

14%

compared

to22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Grocery

stores‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=986,

respondents

who

know

the

individual

brand

(popularity),

n=986,

respondents

whoknow

the

individual

brand(usage),

n=208,

respondents

who

have

used

the

individual

brand

(loyalty),

n=986,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Foods

Markets

ranks

seventh

in

awareness

within

the

grocery

storemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWhole

FoodsMarketsRank#

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.1WalmartTarget97%94%87%87%82%82%79%74%60%58%21%23Sam'sClubCostco45KrogerUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Aldi7WholeFoods

MarketsTrader

Joe'sPublix8Outofallrespondents,

79%

were

aware

of

WholeFoods

Markets.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.79%9AwarenessN/A10Safeway13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Whole

Foods

Markets

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWhole

FoodsMarketsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1WalmartAldi71%44%42%41%38%36%30%29%28%28%227%3Target4KrogerOutofconsumers

who

knew

thebrand,

27%

saidtheyliked

Whole

Foods

Markets.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5Costco6Sam'sClubTrader

Joe'sPublix773%89FoodLionAlbertsonsPopularityN/A1014

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=986,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Foods

Markets

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofWhole

FoodsMarketsRank#

BrandUsage

%72%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1WalmartAldi21%238%3Target38%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Whole

Foods

Markets.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4Kroger35%5Costco31%6Sam'sClubPublix27%724%8Stop

&ShopFoodLionAlbertsons23%79%923%UsageN/A1023%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=986,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Whole

Foods

Markets

is

fourth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWhole

FoodsMarkets’

consumersRank#

BrandLoyalty

%92%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.1WalmartKroger14%287%3Sam'sClubWholeFoods

MarketsCostco87%486%585%6Aldi85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Trader

Joe'sPublix84%882%86%9Safeway82%Outofrespondents

whohaveused

Whole

FoodsMarkets,

86%

saidthey

would

usethebrandagain.LoyaltyN/A10Target80%16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=208,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Whole

Foods

Markets

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWhole

FoodsMarketsRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1WalmartTargetAldi14%234%330%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutWhole

FoodsMarkets

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4CostcoKrogerSam'sClubLidl29%523%622%719%8FoodLionBJ's19%86%918%BuzzN/A10Publix18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=986,

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

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