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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Tixan

Yp

ê

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

TixanYpê’s

performance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202484%

of

Tixan

Ypê

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•TixanYpê’s

branding

resonates

more

with

Millennials

•TixanYpêranksfourthinawareness

withinthelaundrydetergent

market•TixanYpêgenerally

appealstowomen

more

thanmen•Thepopularity

ratingof

TixanYpê

is

59%•TixanYpêranksfifth

inusage•Among

TixanYpê

enthusiasts,34%

fallunderthehigh-income

category•Interms

of

loyalty,TixanYpê

isfourthinBrazil•TixanYpêhasascore

of

43%

for

media

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.4Awareness

is

the

highest

scoring

KPI

for

Tixan

Ypê

at

95%Brand

profile:

snapshotBrand

performance

of

TixanYpêinBrazil95%84%59%52%43%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,191,

respondents

who

know

the

individual

brand

(popularity),

n=1,191,

respondentswho

know

the

individual

brand

(usage),

n=620,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,191,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tixan

Ypê’s

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTixanYpê

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatTixanYpê

islikedby3%

ofBaby

boomers

and

27%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

28%,

respectively.30%28%27%27%ForMillennials

andGen

Z,

43%

and

27%

feel

positivelytowards

TixanYpê,

versus

39%

and

30%.

Socurrently,forTixanYpê,

Millennials

connect

most

with

theirbrandcompared

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=708,

Tixan

Ypê

enthusiast,

n=1,228,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Tixan

Ypê

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

TixanYpê

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

TixanYpêhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%56%56%

ofwomen

likeTixanYpê

comparedto44%

of

men,whereas

fortheoverallindustry,51%

of

women

uselaundrydetergent

compared

to

49%

of

men.88%89%10%

ofTixanYpê

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.44%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=708,

Tixan

Ypêenthusiast,

n=1,228,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Tixan

Ypê

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.7%Single9%34%35%14%13%CoupleSingleparentNuclear34%

ofTixanYpê

enthusiastsare

fromhigh-income

households.TixanYpê’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

40%

of

TixanYpêenthusiastshavethiscurrent

livingsituation.7%7%34%32%33%40%37%Multi-generational10%8%21%24%32%ExtendedOther1%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=708,

Tixan

Ypê

enthusiast,

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%TixanYpê

users

alsoappreciate

thesekey

attributes,indicating

TixanYpêexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTixanYpê

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityTixanYpê

shouldwork

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=620,

Tixan

Ypê

users’,n=708,

Tixan

Ypê

enthusiast,

n=1,228,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Tixan

Ypê

fans,

31%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?55%49%48%41%34%31%31%30%29%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=708,

Tixan

Ypê

enthusiast,

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.1184%

of

Tixan

Ypê

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinBrazil

is65%.

Awareness

ofTixanYpê,

however,

isat95%.Awareness59%

ofBrazilian

laundrydetergent

users

saytheylikeTixanYpê,

compared

toanindustryaverage

brandpopularity

of36%.52%

ofindustryusers

inBrazil

saythey

useTixanYpê,with

the

average

usageofabrandat32%.BuzzPopularity84%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.TixanYpê

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of43%compared

to

22%.Sooverall,

the

results

showtheir

performance

tobeabove

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=1,191,

respondents

who

know

the

individual

brand

(popularity),

n=1,191,

respondentswho

know

the

individual

brand

(usage),

n=620,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,191,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tixan

Ypê

ranks

fourth

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTixan

YpêRank#

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.5%1Omo98%98%96%95%90%79%77%76%69%69%2Ypê3BrilhanteTixanYpêAriel45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Surf7MonBijouComfortOla8Outofallrespondents,

95%

were

aware

of

TixanYpê.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.995%AwarenessN/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

Tixan

Ypê

is

59%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTixanYpêRank#

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%2ComfortTixanYpêBrilhanteYpê341%4Outofconsumers

who

knew

thebrand,

59%

saidtheyliked

TixanYpê.

Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.56Ariel59%7MonBijouBabySoftSurf89PopularityN/A10Amacitel14

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,191,

respondents

whoknow

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tixan

Ypê

ranksfifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTixanYpêRank#

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%353%Outofconsumers

who

knew

thebrand,

52%

saidtheyused

TixanYpê.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.452%48%5TixanYpêAriel52%52%636%7MonBijouSurf29%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=1,191,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Tixan

Ypê

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTixanYpê’sconsumersRank#

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.1Omo16%2ComfortYpê85%384%4TixanYpêBrilhanteUAU84%581%679%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.7Ariel77%8BabySoftMonBijouCoquel77%84%977%Outofrespondents

whohaveused

TixanYpê,

84%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=620,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Tixan

Ypê

has

a

score

of

43%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTixanYpêRank#

BrandBuzz%60%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Omo2TixanYpêComfortYpê43%342%Outofconsumers

who

knew

thebrand,

43%

saidtheyhadheardaboutTixanYpê

inthe

media.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.437%43%5BrilhanteAriel34%57%628%7MonBijouAmacitelBabySoftUAU20%817%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=1,191,

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.•

Identifyandunderst