机构研究报告-Brand KPIs for laundry detergent Baby Soft in Brazil-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Baby

Soft

in

BrazilConsumer

Insights

reportDecember2024Discover

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

Baby

Soft’sperformance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202477%

of

Baby

Soft

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•BabySoft’sbrandingresonates

more

withMillennials

•BabySoft

ranksoutsidetheTop10

inawarenesswithin

the

laundrydetergent

market•BabySoft

generally

appealsto

women

more

thanmen•Thepopularity

ratingof

BabySoftis

33%•BabySoft

ranksninth

inusage•Among

BabySoftenthusiasts,41%

fallunderthehigh-income

category•Interms

of

loyalty,Baby

Softiseighth

inBrazil•BabySoft

hasascore

of

15%

formedia

buzz•Consumers

want

theirlaundrydetergent

brandstohavereliability,sustainability,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Baby

Soft

at

77%Brand

profile:

snapshotBrand

performance

of

Baby

Soft

inBrazil77%67%33%26%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=839,

respondents

who

know

the

individual

brand

(popularity),

n=839,

respondentswho

know

the

individual

brand

(usage),

n=216,

respondents

who

have

used

the

individual

brand

(loyalty),

n=839,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baby

Soft’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations48%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBaby

Softbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatBaby

Softislikedby3%

of

Babyboomers

and

27%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

28%,

respectively.39%30%28%27%22%ForMillennials

andGen

Z,

48%

and

22%

feel

positivelytowards

Baby

Soft,versus

39%

and

30%.

Socurrently,forBaby

Soft,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=277,

Baby

Softenthusiast,

n=1,228,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Baby

Soft

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Baby

Softshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

BabySoft

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%64%

ofwomen

likeBaby

Softcomparedto36%

of

men,whereas

fortheoverallindustry,51%

of

women

uselaundrydetergent

compared

to

49%

of

men.64%88%89%9%

of

BabySoftenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.36%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=277,

Baby

Softenthusiast,

n=1,228,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Baby

Soft

enthusiasts,

41%

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.4%9%Single35%41%13%13%CoupleSingleparentNuclear41%

ofBaby

Softenthusiastsarefromhigh-income

households.Baby

Soft’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

BabySoftenthusiastshavethiscurrent

livingsituation.6%7%32%33%43%37%30%Multi-generational11%8%21%24%29%ExtendedOther2%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

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=277,

Baby

Softenthusiast,

n=1,228,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

laundry

detergent

brands

to

have

reliability,

sustainability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

laundrydetergentbrandsForlaundrydetergent,

the

top

threequalitiesusers

want

from

abrand

arereliability,

sustainability,

andhonesty

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

Softusers

alsoappreciate

thesekey

attributes,indicating

Baby

Softexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatBabySoftenthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityBaby

Softshouldwork

onpromotinginclusiveness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

laundry

detergent,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

laundrydetergent,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=216,

Baby

Softusers’,n=277,

Baby

Softenthusiast,

n=1,228,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Baby

Soft

fans,

38%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?61%52%49%43%41%38%34%32%30%27%27%24%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

laundrydetergent

topicsrelating

toproductslaundrydetergentBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

laundry

detergentdo

youagree

with?”;

Multi

Pick;

“When

it

comes

tolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=277,

Baby

Softenthusiast,

n=1,228,laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

of

Baby

Soft

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinBrazil

is65%.

Awareness

ofBaby

Soft,however,

is

at67%.Awareness33%

ofBrazilian

laundrydetergent

users

saytheylikeBaby

Soft,compared

to

anindustryaverage

brandpopularity

of36%.26%

ofindustryusers

inBrazil

saythey

useBabySoft,with

the

average

usageofabrandat32%.BuzzPopularity77%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Baby

Softhasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

22%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=839,

respondents

who

know

the

individual

brand

(popularity),

n=839,

respondentswho

know

the

individual

brand

(usage),

n=216,

respondents

who

have

used

the

individual

brand

(loyalty),

n=839,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baby

Soft

ranks

outside

the

Top

10

in

awareness

within

the

laundry

detergentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBaby

SoftRank#

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.1Omo98%98%96%95%90%79%77%76%69%69%2Ypê33%3BrilhanteTixanYpêAriel45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Surf7MonBijouComfortOla67%8Outofallrespondents,

67%

were

aware

of

BabySoft.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10UAU13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Baby

Soft

is

33%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBaby

SoftRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Omo79%68%59%57%56%49%40%33%30%27%2ComfortTixanYpêBrilhanteYpê33%34Outofconsumers

who

knew

thebrand,

33%

saidtheyliked

Baby

Soft.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.56Ariel67%7MonBijouBabySoftSurf89PopularityN/A10Amacitel14

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=839,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baby

Soft

ranks

ninth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBaby

SoftRank#

BrandUsage

%72%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Omo2ComfortBrilhanteYpê57%26%353%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

BabySoft.

Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.452%5TixanYpêAriel52%636%7MonBijouSurf29%74%826%9BabySoftAmacitel26%UsageN/A1024%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=839,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Baby

Soft

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBaby

Soft’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.1Omo23%2ComfortYpê85%384%4TixanYpêBrilhanteUAU84%581%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.7Ariel77%77%8BabySoftMonBijouCoquel77%977%Outofrespondents

whohaveused

Baby

Soft,77%saidthey

would

usethebrand

again.LoyaltyN/A1074%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=216,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Baby

Soft

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBaby

SoftRank#

BrandBuzz%60%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Omo15%2TixanYpêComfortYpê43%342%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutBaby

Softinthemedia.

Thisranksthemninth

compared

to

other

brandssurveyed

inthismarket.437%5BrilhanteAriel34%628%7MonBijouAmacitelBabySoftUAU20%817%85%915%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=839,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandund