Brand KPIs for ready-made-food De Marchi in Brazil-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

ready-made-food:

DeMarchi

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.

7500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

DeMarchi’s

performance

inthe

ready-made-food

market.Fieldwork:April-July

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202486%

of

De

Marchi

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??DeMarchi’s

brandingresonates

more

withGen

X?DeMarchi

ranksoutsidetheTop10

inawarenesswithin

the

ready-made-food

market?DeMarchi

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

DeMarchi

is

26%?Among

DeMarchi

enthusiasts,48%

fallunderthehigh-income

category?DeMarchi

ranksoutsidetheTop10

inconsumption?Interms

of

loyalty,DeMarchi

iseighthinBrazil?De

Marchi

hasascore

of

16%

formedia

buzz?Consumers

want

theirready-made-food

brandstohavereliability,honesty

/trustworthiness,

andauthenticity3Sources:

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

De

Marchi

at

86%Brand

profile:

snapshotBrand

performance

of

DeMarchi

inBrazil86%26%23%22%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Ready-made-food

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=279,

respondents

who

know

the

individual

brand

(popularity),

n=279,respondents

who

know

the

individual

brand

(consumption),

n=63,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=279,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024De

Marchi’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%

40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDeMarchi

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatDe

Marchi

islikedby1%

ofBaby

boomers

and

30%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

27%,

respectively.30%29%

29%27%ForMillennials

andGen

Z,

40%

and

29%

feel

positivelytowards

De

Marchi,versus

40%

and

29%.

Socurrently,forDeMarchi,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.4%1%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=73,

DeMarchienthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024De

Marchi

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

DeMarchi

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

DeMarchi

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%60%60%

ofwomen

likeDeMarchi

comparedto40%

of

men,whereas

fortheoverallindustry,51%

of

women

consume

ready-made-food

compared

to

49%

of

men.89%8%

of

DeMarchi

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.40%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=73,

DeMarchienthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

De

Marchi

enthusiasts,

48%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.1%8%Single31%34%10%14%CoupleSingleparentNuclear48%48%

ofDe

Marchi

enthusiastsarefromhigh-income

households.DeMarchi’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

49%

of

DeMarchienthusiastshavethiscurrent

livingsituation.10%8%49%36%29%Multi-generational7%8%35%18%23%ExtendedOther23%5%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

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=73,

DeMarchienthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

ready-made-food

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

ready-made-food

brandsForready-made-food,

the

top

threequalitiesconsumers

wantfrom

abrandarereliability,

honesty

/trustworthiness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%DeMarchi

consumers

alsoappreciatethese

key

attributes,indicatingDeMarchi

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatDeMarchi

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityDeMarchi

shouldwork

onpromotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

ready-made-food,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=63,

DeMarchiconsumers’,n=73,

DeMarchienthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

De

Marchi

fans,

59%

state

that

they

get

excited

about

ready-made-foodproductsBrand

profile:

attitudesWhat

doconsumersthink

ofready-made-food

ingeneral?59%53%49%48%41%39%37%28%27%27%27%23%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

ready-made-food

topicsrelating

toproductsready-made-foodBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

ready-made-food

do

youagree

with?”;

Multi

Pick;“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=73,

DeMarchienthusiast,

n=1,183,ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

De

Marchi

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

ready-made-food,

the

averageawareness

ofabrandinBrazil

is59%.

Awareness

ofDeMarchi,

however,

is

at22%.Awareness26%

ofBrazilian

ready-made-food

consumers

say

theylikeDe

Marchi,compared

to

anindustryaveragebrandpopularityof

44%.23%

ofindustryconsumers

inBrazil

saythey

consumeDeMarchi,

withtheaverage

consumption

of

abrandat40%.BuzzPopularity86%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of85%.DeMarchi

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Ready-made-food

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents

(awareness),

n=279,

respondents

who

know

the

individual

brand

(popularity),

n=279,respondents

who

know

the

individual

brand

(consumption),

n=63,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=279,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024De

Marchi

ranks

outside

the

Top

10

in

awareness

within

the

ready-made-foodmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDe

MarchiRank#

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.1Perdig?oSadia97%97%97%89%85%81%72%69%48%43%22%23Seara4Maggi5KnorrUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6KitanoCatupirySwift7878%Outofallrespondents,

22%

were

aware

of

De

Marchi.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9Pif

PafBemBrasilAwarenessN/A1013

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

De

Marchi

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDe

MarchiRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Sadia82%78%75%56%48%43%43%42%41%34%2Perdig?oSeara26%34CatupiryBemBrasilKnorrOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

DeMarchi.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.567Swift74%8Maggi9Pif

PafKitanoPopularityN/A1014

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=279,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024De

Marchi

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofDeMarchiRank#

BrandUsage

%80%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Sadiaconsumed,

we

asked

each

respondent:

“Whenitcomes

to

ready-made-food,

which

ofthefollowingbrandshaveyou

consumed

inthe

past12

months?”.23%2Perdig?oSeara73%372%Outofconsumers

who

knew

thebrand,

23%

saidtheyconsumed

DeMarchi.

Thisranksthemoutside

the

Top10

compared

toother

brandssurveyed

inthismarket.4CatupiryBemBrasilKnorr48%547%639%7Pif

PafMaggi36%77%835%9Swift34%UsageN/A10Kitano29%15

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;Base:

n=279,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

De

Marchi

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDeMarchi’s

consumersRank#

BrandLoyalty

%91%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1Sadia14%2Perdig?oCatupirySeara89%388%488%5Vapza87%6Swift86%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

ready-made-food,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.7D'Aucy86%8BemBrasilDe

MarchiPlant

Plus

Foods86%86%986%Outofrespondents

whohaveconsumed

De

Marchi,86%

saidthey

would

consume

the

brandagain.LoyaltyN/A1084%16

Notes:“When

it

comesto

ready-made-food,

which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=63,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024De

Marchihas

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDeMarchiRank#

BrandBuzz%65%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Sadia16%2Perdig?oSeara59%356%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutDe

Marchi

inthe

media.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4BemBrasilKnorr27%525%6Swift25%7Maggi22%8Pif

Paf19%84%9CatupiryDe

Marchi18%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=279,

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

andunlocknewgrowthopportuni