机构研究报告-Brand KPIs for laundry detergent Weißer Riese in Germany-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Weißer

Riese

in

GermanyConsumer

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

Weißer

Riese’s

performance

inthe

laundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202485%

of

Weißer

Riese

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Weißer

Riese’s

brandingresonates

more

with

Gen

X•Weißer

Riese

ranksseventh

inawareness

within

thelaundrydetergent

market•Weißer

Riese

generally

appealsto

women

more

thanmen•Thepopularity

ratingof

Weißer

Riese

is

22%•Weißer

Riese

ranksoutsidetheTop10

inusage•Interms

of

loyalty,Weißer

Riese

isfourth

inGermany•Weißer

Riese

hasascore

of

5%

formedia

buzz•Among

Weißer

Riese

enthusiasts,38%

fallunderthehigh-income

category•Consumers

want

theirlaundrydetergent

brandstohavereliability,highvalue,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

Weißer

Riese

at

85%Brand

profile:

snapshotBrand

performance

of

Weißer

RieseinGermany85%84%22%15%5%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=1,051,

respondents

who

know

the

individual

brand

(popularity),

n=1,051,

respondentswho

know

the

individual

brand

(usage),

n=158,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,051,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Weißer

Riese’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWeißer

Riese

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatWeißer

Riese

islikedby14%

of

Babyboomers

and

44%of

Gen

Xers,whereas

the

total

shareof

industryusersis13%

and34%,

respectively.34%34%27%20%ForMillennials

andGen

Z,

27%

and

15%

feel

positivelytowards

Weißer

Riese,

versus

34%

and

20%.

Socurrently,

forWeißer

Riese,

Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.15%14%13%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=227,

WeißerRieseenthusiast,

n=1,195,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Weißer

Riese

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Weißer

Riese

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Weißer

Riese

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%61%61%

ofwomen

likeWeißer

Riesecompared

to

39%

of

men,whereas

forthe

overall

industry,50%

of

women

uselaundrydetergent

compared

to

50%

ofmen.93%88%4%

of

Weißer

Riese

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.39%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=227,

WeißerRiese

enthusiast,

n=1,195,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Weißer

Riese

enthusiasts,

38%

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%27%Single36%38%26%25%CoupleSingleparentNuclear38%

ofWeißer

Riese

enthusiastsarefrom

high-income

households.Weißer

Riese’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

30%

ofWeißer

Riese

enthusiastshavethiscurrent

living

situation.9%9%30%25%32%32%30%Multi-generational0%1%7%10%31%ExtendedOther4%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=227,

WeißerRiese

enthusiast,

n=1,195,laundry

detergentusersSources:

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.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Weißer

Riese

users

alsoappreciate

thesekey

attributes,indicating

Weißer

Rieseexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatWeißer

Rieseenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityWeißer

Riese

shouldwork

onpromotinghighvalueto

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=158,

WeißerRiese

users’,

n=227,

WeißerRiese

enthusiast,

n=1,195,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Weißer

Riese

fans,

27%

state

that

they

get

excited

about

laundrydetergent

productsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?52%40%36%33%27%26%26%20%17%16%16%13%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=227,

WeißerRieseenthusiast,n=1,195,

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.1185%

of

Weißer

Riese

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinGermany

is

65%.

Awarenessof

Weißer

Riese,

however,

isat84%.Awareness22%

ofGerman

laundrydetergent

users

saytheylikeWeißer

Riese,

compared

to

anindustryaverage

brandpopularity

of28%.15%

ofindustryusers

inGermany

say

theyuseWeißerRiese,

with

the

average

usageofabrandat23%.BuzzPopularity85%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Weißer

Riese

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of5%compared

to

15%.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=1,051,

respondents

who

know

the

individual

brand

(popularity),

n=1,051,

respondentswho

know

the

individual

brand

(usage),

n=158,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,051,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Weißer

Riese

ranks

seventh

in

awareness

within

the

laundry

detergent

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWeißerRieseRank#

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.1Ariel92%92%90%89%87%85%84%82%79%78%16%2Persil3Lenor4PerwollFrosch5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6SagrotanWeißerRieseSpee78Outofallrespondents,

84%

were

aware

of

WeißerRiese.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.84%N/A9KuschelweichDashAwareness1013

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

Weißer

Riese

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWeißerRieseRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Lenor55%53%52%37%37%34%32%27%23%23%22%2Persil3Ariel4KuschelweichFroschPerwollSpeeOutofconsumers

who

knew

thebrand,

22%

saidtheyliked

Weißer

Riese.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5678Coral78%9DashPopularityN/A10everdrop14

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,051,

respondents

whoknow

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Weißer

Riese

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofWeißerRieseRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Lenor15%2Ariel42%3Persil41%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Weißer

Riese.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4FroschKuschelweichSpee28%528%624%7PerwollECOVERCoral22%819%85%918%UsageN/A10everdrop18%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,051,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Weißer

Riese

is

fourth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWeißerRiese’sconsumersRank#

BrandLoyalty

%88%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.1Ariel15%2Lenor88%3Persil86%4WeißerRieseSpee85%582%6PerwollKuschelweichCoral82%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.782%878%85%9SagrotanFrosch78%Outofrespondents

whohaveused

Weißer

Riese,

85%saidthey

would

usethebrand

again.LoyaltyN/A1075%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=158,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Weißer

Riese

has

a

score

of

5%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWeißerRieseRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.5%1Lenor2Ariel30%3Persil25%Outofconsumers

who

knew

thebrand,

5%

saidtheyhadheardaboutWeißer

Riese

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4PerwollFroscheverdropKuschelweichSpee18%518%617%715%815%9ECOVERCoral14%95%BuzzN/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,051,

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

andunlocknewgrowthopportun