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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Woolite

in

the

United

KingdomConsumer

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

Woolite’s

performance

inthelaundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202478%

of

Woolite

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Woolite’s

brandingresonates

more

with

Baby•Woolite

ranksoutside

the

Top

10

inawareness

withinBoomersthe

laundrydetergent

market•Woolite

generally

appealstowomen

more

than

men•Thepopularity

ratingof

Woolite

is10%•Woolite

ranksoutside

the

Top

10

inusage•Among

Woolite

enthusiasts,44%

fallunderthe

high-income

category•Interms

of

loyalty,Woolite

is

fifth

inthe

United•Consumers

want

theirlaundrydetergent

brandstohavereliability,highvalue,andhonesty

/trustworthinessKingdom•Woolite

hasascore

of3%

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.4Loyalty

is

the

highest

scoring

KPI

for

Woolite

at

78%Brand

profile:

snapshotBrand

performance

of

Woolite

intheUnitedKingdom78%31%10%9%3%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),n=392,

respondents

who

know

the

individual

brand

(popularity),

n=392,

respondentswho

know

the

individual

brand

(usage),

n=37,

respondents

who

have

used

the

individual

brand

(loyalty),

n=392,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Woolite’s

branding

resonatesmore

with

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%34%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeWoolite

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatWoolite

islikedby21%

of

Babyboomers

and39%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is11%

and

31%,

respectively.31%24%21%21%18%ForMillennials

andGen

Z,

18%

and

21%

feel

positivelytowards

Woolite,

versus

34%

and24%.

So

currently,

forWoolite,

Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=38,

Woolite

enthusiast,

n=1,203,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Woolite

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Woolite

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Woolite

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%68%

ofwomen

likeWoolite

compared

to32%

ofmen,

whereas

for

the

overallindustry,51%

of

women

uselaundrydetergent

compared

to

49%

of

men.68%90%92%8%

of

Woolite

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.32%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=38,

Wooliteenthusiast,

n=1,203,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Woolite

enthusiasts,

44%

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.26%19%Single34%11%44%CoupleSingleparentNuclear44%

ofWoolite

enthusiastsarefromhigh-income

households.Woolite’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

39%

of

Wooliteenthusiastshavethiscurrent

livingsituation.20%13%10%39%34%31%30%31%Multi-generational0%3%11%16%ExtendedOther25%0%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=38,

Woolite

enthusiast,

n=1,203,

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

users

alsoappreciate

these

keyattributes,indicating

Woolite

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatWoolite

enthusiastsareleast

focused

on

arethrill/excitement

andcoolness.ReliabilityExclusivityWoolite

should

work

on

promotinginnovation

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=37,

Woolite

users’,n=38,Woolite

enthusiast,

n=1,203,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Woolite

fans,

37%

state

that

they

get

excited

about

laundry

detergentproductsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?63%47%38%37%37%27%24%23%18%

18%18%14%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=38,

Woolite

enthusiast,

n=1,203,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.1178%

of

Woolite

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinthe

United

Kingdomis56%.Awareness

ofWoolite,

however,

isat31%.Awareness10%

ofUK

laundrydetergent

users

saytheylikeWoolite,

compared

to

anindustryaverage

brandpopularity

of28%.9%

of

industryusers

intheUnitedKingdomsaytheyuseWoolite,

with

the

average

usageofabrandat24%.BuzzPopularity78%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.Woolite

hasbeen

noticed

lessinthemedia

comparedtootherbrands,with

a“Buzz”

score

of

3%

comparedto16%.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=1,246,

all

respondents

(awareness),n=392,

respondents

who

know

the

individual

brand

(popularity),

n=392,

respondentswho

know

the

individual

brand

(usage),

n=37,

respondents

who

have

used

the

individual

brand

(loyalty),

n=392,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Woolite

ranks

outside

the

Top

10

in

awareness

within

the

laundry

detergentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofWooliteRank#

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.1Ariel95%95%92%91%90%90%58%58%48%33%2Fairy31%3Surf4PersilDaz5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Bold7ECOVERAstonishmethodSurcare69%8Outofallrespondents,

31%

were

aware

of

Woolite.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Woolite

is

10%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofWooliteRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Fairy54%51%48%44%39%31%25%23%22%21%10%2Ariel3PersilBold4Outofconsumers

who

knew

thebrand,

10%

saidtheyliked

Woolite.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Surf6Daz7ECOVERmethodBio-DEcoEgg890%9PopularityN/A1014

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=392,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Woolite

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofWooliteRank#

BrandUsage

%44%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.9%1Fairy2Ariel41%3PersilBold39%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

Woolite.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.437%5Surf34%6Daz24%7EcoEggBio-DmethodECOVER22%820%91%Usage918%N/A1017%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=392,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Woolite

is

fifth

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofWoolite’s

consumersRank#

BrandLoyalty

%87%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.1Ariel22%2Persil84%3Fairy83%4Surf80%5WooliteBold78%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

inthefuture?”.7WiltonLondonECOVERDaz76%873%78%972%Outofrespondents

whohaveused

Woolite,

78%

saidthey

would

usethebrand

again.LoyaltyN/A10INEOS68%16

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

areyoulikely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=37,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Woolite

has

a

score

of

3%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofWooliteRank#

BrandBuzz%33%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.3%1FairyAriel229%3Bio-DPersilBold24%Outofconsumers

who

knew

thebrand,

3%

saidtheyhadheardaboutWoolite

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.422%521%6EcoEggSurf16%716%8Daz15%9INEOSMiniml15%97%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=392,

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.•

Identifyandundersta