机构研究报告-Brand KPIs for laundry detergent Arm Hammer in the United States-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:

Arm&

Hammer

in

the

United

StatesConsumer

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

Arm&Hammer’s

performanceinthe

laundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202480%

of

Arm

&

Hammer

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Arm&Hammer’s

brandingresonates

more

with•Arm&Hammer

ranksthirdinawareness

withintheMillennialslaundrydetergent

market•Arm&Hammer

generally

appealstomen

more

than

•Thepopularity

ratingof

Arm&Hammer

is46%women•Arm&Hammer

ranksthirdinusage•Among

Arm&Hammer

enthusiasts,34%

fallunderthe

high-income

category•Interms

of

loyalty,Arm&Hammer

is

third

intheUnited

States•Consumers

want

theirlaundrydetergent

brandstohavereliability,highvalue,andhonesty

/trustworthiness•Arm&Hammer

hasascore

of29%

formedia

buzz3Sources:

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.4Awareness

is

the

highest

scoring

KPI

forArm

&

Hammer

at

88%Brand

profile:

snapshotBrand

performance

of

Arm&Hammer

intheUnited

States88%80%46%36%29%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=1,095,

respondents

who

know

the

individual

brand

(popularity),

n=1,095,

respondentswho

know

the

individual

brand

(usage),

n=399,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,095,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Arm

&

Hammer’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeArm&Hammer

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatArm&Hammer

islikedby10%

ofBabyboomers

and

29%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

11%

and

29%,

respectively.29%

29%26%24%ForMillennials

andGen

Z,

37%

and

24%

feel

positivelytowards

Arm&Hammer,

versus

35%

and26%.

Socurrently,

forArm&Hammer,

Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.11%10%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=504,

Arm&Hammerenthusiast,

n=1,187,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Arm

&

Hammer

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Arm&Hammer

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%86%15%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Arm&Hammer

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.47%53%50%50%53%

ofmen

likeArm&Hammercompared

to

47%

of

women,

whereasfortheoverall

industry,50%

of

womenuselaundrydetergent

compared

to

50%of

men.83%15%

ofArm&Hammer

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to12%among

industryusers

overall.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=504,

Arm&Hammerenthusiast,

n=1,187,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Arm

&

Hammer

enthusiasts,

34%

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.23%24%Single34%33%33%33%15%15%CoupleSingleparentNuclear34%

ofArm&Hammer

enthusiastsarefrom

high-income

households.Arm&Hammer’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,6%

of

Arm&Hammer

enthusiastshavethiscurrent

living

situation.12%11%34%21%21%Multi-generational6%5%18%19%31%ExtendedOther6%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

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=504,

Arm&Hammerenthusiast,

n=1,187,laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

laundry

detergent

brands

to

have

reliability,

high

value,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

laundrydetergentbrandsForlaundrydetergent,

the

top

threequalitiesusers

want

from

abrand

arereliability,

high

value,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Arm&Hammer

users

alsoappreciatethese

key

attributes,indicatingArm&Hammer

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatArm&Hammerenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityArm&Hammer

should

work

onpromoting

sustainabilityto

convertenthusiastsintoowners.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=399,

Arm&Hammerusers’,

n=504,

Arm&Hammer

enthusiast,

n=1,187,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Arm

&

Hammer

fans,

25%

state

that

they

get

excited

about

laundrydetergent

productsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?54%48%35%33%29%28%27%25%22%20%19%16%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=504,

Arm&Hammerenthusiast,n=1,187,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Arm

&

Hammer

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinthe

United

Statesis61%.Awareness

ofArm&Hammer,

however,

isat88%.Awareness46%

ofU.S.

laundrydetergent

users

saytheylikeArm&Hammer,

compared

to

anindustryaverage

brandpopularity

of34%.36%

ofindustryusers

intheUnitedStatessaythey

useArm&Hammer,

with

the

average

usageofabrandat28%.BuzzPopularity80%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

76%.Arm&Hammer

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of28%compared

to

23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),n=1,095,

respondents

who

know

the

individual

brand

(popularity),

n=1,095,

respondentswho

know

the

individual

brand

(usage),

n=399,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,095,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Arm

&

Hammer

ranks

third

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofArm&HammerRank#

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.1Tide94%90%88%80%78%68%50%48%40%37%12%2Gain3Arm&HammerPurex45allUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Woolite7SeventhGenerationDreft8Outofallrespondents,

88%

were

aware

of

Arm&Hammer.

Thisranksthemthird

compared

tootherbrandssurveyed

inthismarket.88%N/A9Mrs.

MeyersArielAwareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Arm

&

Hammer

is

46%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofArm&HammerRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Tide65%58%46%33%33%32%26%24%24%22%2Gain3Arm&Hammerall446%Outofconsumers

who

knew

thebrand,

46%

saidtheyliked

Arm&Hammer.

Thisranksthemthirdcomparedtootherbrandssurveyed

inthismarket.5Ariel54%6Purex7Mrs.

MeyersSeventhGeneration9ElementsDreft89PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,095,

respondents

whoknow

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Arm

&

Hammer

ranks

third

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofArm&HammerRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Tide2Gain51%3Arm&HammerAriel36%36%Outofconsumers

who

knew

thebrand,

36%

saidtheyused

Arm&Hammer.

Thisranksthemthird

comparedtootherbrandssurveyed

inthismarket.430%5all27%6Purex26%64%79ElementsEcos21%818%9Mrs.

MeyersSeventhGeneration18%UsageN/A1017%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,095,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Arm

&

Hammer

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofArm&Hammer’s

consumersRank#

BrandLoyalty

%90%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.1Tide20%2Gain87%3Arm&Hammer9ElementsAriel80%478%578%6SeventhGenerationPurex77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.776%8Woolite75%80%9all74%Outofrespondents

whohaveused

Arm&Hammer,80%

saidthey

would

usethebrand

again.LoyaltyN/A10Mrs.

Meyers72%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=399,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Arm

&

Hammerhas

a

score

of

29%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofArm&HammerRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Tide2Gain40%29%3Arm&Hammer29%Outofconsumers

who

knew

thebrand,

29%

saidtheyhadheardaboutArm&Hammer

inthemedia.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.4Ariel28%59Elements25%6all22%7SeventhGeneration17%71%8PurexDreftEcos17%916%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,095,

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

andunlocknewgrowthopport