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

CONSUMER&

BRANDBrandKPIs

for

laundry

detergent:Love

Nature

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

Love

Nature’s

performance

inthe

laundrydetergent

market.Fieldwork:July2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202461%

of

Love

Nature

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Love

Nature’s

branding

resonates

with

Millennials•Love

Natureranksoutside

the

Top

10

inawarenesssimilarly

to

other

brandsinthe

industrywithin

the

laundrydetergent

market•Love

Naturegenerally

appealstowomen

more

thanmen•Thepopularity

ratingof

Love

Natureis17%•Love

Natureranksoutside

the

Top

10

inusage•Among

Love

Natureenthusiasts,35%

fallunderthehigh-income

category•Interms

of

loyalty,Love

Natureis

outsidethe

Top

10inGermany•Consumers

want

theirlaundrydetergent

brandstohavereliability,highvalue,andhonesty

/trustworthiness•Love

Naturehasascore

of7%

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

Love

Nature

at

61%Brand

profile:

snapshotBrand

performance

of

LoveNature

inGermany61%43%17%12%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Laundry

detergent‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=542,

respondents

who

know

the

individual

brand

(popularity),

n=542,

respondentswho

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=542,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Love

Nature’s

branding

resonates

with

Millennials

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%34%34%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLove

Naturebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatLove

Natureislikedby12%

of

Baby

boomers

and32%of

Gen

Xers,whereas

the

total

shareof

industryusersis13%

and34%,

respectively.21%20%ForMillennials

andGen

Z,

36%

and

21%

feel

positivelytowards

Love

Nature,versus

34%

and20%.

So13%12%currently,

forLove

Nature,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestolaundry

detergent,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=92,

LoveNature

enthusiast,

n=1,195,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Love

Naturegenerally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Love

Natureshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%12%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Love

Naturehasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%70%

ofwomen

likeLove

Naturecompared

to

30%

of

men,whereas

forthe

overall

industry,50%

of

women

uselaundrydetergent

compared

to

50%

ofmen.70%88%88%12%

ofLove

Natureenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.30%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=92,

LoveNature

enthusiast,

n=1,195,

laundry

detergent

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Love

Nature

enthusiasts,

35%

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.27%27%Single35%36%24%25%CoupleSingleparentNuclear35%

ofLove

Natureenthusiastsare

fromhigh-income

households.Love

Nature’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

28%

ofLove

Natureenthusiastshavethiscurrent

living

situation.10%9%28%25%32%32%38%Multi-generational4%1%4%ExtendedOther28%10%2%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=92,

LoveNature

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.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Love

Natureusers

alsoappreciate

thesekey

attributes,indicating

Love

Natureexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLove

Natureenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityLove

Natureshould

work

on

promotingcleverness

toconvert

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=66,

LoveNature

users’,n=92,

Love

Nature

enthusiast,

n=1,195,

laundry

detergentusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Love

Nature

fans,

27%

state

that

they

get

excited

about

laundrydetergent

productsBrand

profile:

attitudesWhat

doconsumersthink

oflaundrydetergentingeneral?53%49%45%40%27%26%26%25%20%17%16%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=92,

LoveNature

enthusiast,

n=1,195,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.1161%

of

Love

Nature

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

laundrydetergent,

the

averageawareness

ofabrandinGermany

is

65%.

Awarenessof

Love

Nature,however,

is

at43%.Awareness17%

ofGerman

laundrydetergent

users

saytheylikeLove

Nature,compared

to

anindustryaverage

brandpopularity

of28%.12%

ofindustryusers

inGermany

say

theyuseLoveNature,with

the

average

usageof

abrand

at23%.BuzzPopularity61%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Love

Naturehasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of7%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=542,

respondents

who

know

the

individual

brand

(popularity),

n=542,

respondentswho

know

the

individual

brand

(usage),

n=66,

respondents

who

have

used

the

individual

brand

(loyalty),

n=542,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Love

Nature

ranks

outside

the

Top

10

in

awareness

within

the

laundry

detergentmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLove

NatureRank#

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%2Persil3Lenor4PerwollFrosch43%5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.57%6SagrotanWeißerRieseSpee78Outofallrespondents,

43%

were

aware

of

LoveNature.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.9KuschelweichDashAwarenessN/A1013

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

Love

Nature

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLove

NatureRank#

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%17%2Persil3Ariel4KuschelweichFroschPerwollSpeeOutofconsumers

who

knew

thebrand,

17%

saidtheyliked

Love

Nature.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5678Coral83%9DashPopularityN/A10everdrop14

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=542,

respondents

who

knowthe

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Love

Nature

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLove

NatureRank#

BrandUsage

%46%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandshaveyouused

inthe

past12

months?”.1Lenor12%2Ariel42%3Persil41%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

Love

Nature.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4FroschKuschelweichSpee28%528%624%7PerwollECOVERCoral22%819%88%918%UsageN/A10everdrop18%15

Notes:“When

it

comesto

laundry

detergent,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=542,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Love

Nature

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLoveNature’s

consumersRank#

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.1Ariel2Lenor88%3Persil86%39%4WeißerRieseSpee85%582%6PerwollKuschelweichCoral82%61%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

laundrydetergent,

which

of

thefollowing

brandsareyou

likelytouseagain

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

whohaveused

Love

Nature,61%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=66,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Love

Nature

has

a

score

of

7%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLoveNatureRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.7%1Lenor2Ariel30%3Persil25%Outofconsumers

who

knew

thebrand,

7%

saidtheyhadheardaboutLove

Natureinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4PerwollFroscheverdropKuschelweichSpee18%518%617%715%815%93%Buzz9ECOVERCoral14%N/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=542,

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

andunlocknewgrowth