brand kpis fuer eistee poder da terra in brasilien-外文版培訓課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

iced

tea:

Poder

daTerra

in

BrazilConsumer

Insights

reportOctober2024Discover

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.

5000Ourdataallows

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

Poder

daTerra’s

performanceinthe

iced

tea

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofOctober

202480%

of

Poder

da

Terra

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Poder

da

Terra’s

branding

resonates

more

with

Gen?Poder

da

Terra

rankssixthinawareness

within

theZiced

tea

market?Poder

da

Terra

generally

appealstowomen

morethan

men?Thepopularity

ratingof

PoderdaTerra

is31%?Poder

da

Terra

ranksseventh

inconsumption?Interms

of

loyalty,Poder

daTerra

iseighthinBrazil?Poder

da

Terra

hasascore

of

21%

formedia

buzz?Among

PoderdaTerra

enthusiasts,39%

fallunderthe

high-income

category?Consumers

want

theiriced

tea

brandsto

havereliability,

authenticity,and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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

Poder

da

Terra

at

80%Brand

profile:

snapshotBrand

performance

of

PoderdaTerra

inBrazil80%44%31%29%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=543,

respondents

who

know

the

individual

brand

(popularity),

n=543,

respondents

whoknow

the

individual

brand(consumption),

n=157,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=543,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Poder

da

Terra’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%

40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePoder

daTerra

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatPoder

daTerra

islikedby3%

of

Babyboomersand25%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and28%,

respectively.31%28%27%25%ForMillennials

andGen

Z,

40%

and

31%

feel

positivelytowards

Poder

daTerra,

versus

40%

and

27%.

Socurrently,

forPoder

da

Terra,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoiced

tea,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=166,

Poderda

Terra

enthusiast,

n=1,016,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Poder

da

Terra

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Poder

daTerra

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%87%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Poder

da

Terra

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%54%54%

ofwomen

likePoder

daTerracompared

to

46%

of

men,whereas

forthe

overall

industry,52%

of

womenconsume

iced

tea

compared

to

48%

ofmen.84%11%

ofPoder

daTerra

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

iced

tea,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=166,

Poderda

Terraenthusiast,

n=1,016,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Poder

da

Terra

enthusiasts,

39%

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.6%7%Single32%33%39%14%14%CoupleSingleparentNuclear39%

ofPoder

daTerra

enthusiastsarefrom

high-income

households.Poder

daTerra’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

45%

ofPoder

daTerra

enthusiastshavethiscurrent

living

situation.11%9%45%37%30%Multi-generational6%8%14%22%34%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

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=166,

Poderda

Terra

enthusiast,

n=1,016,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

iced

tea

brands

to

have

reliability,

authenticity,

andhonesty

/

trustworthinessBrand

profile:

qualitiesQualitiesconsumerswant

from

icedteabrandsForiced

tea,thetopthree

qualitiesconsumers

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Poder

daTerra

consumers

alsoappreciate

these

key

attributes,indicating

Poder

daTerra

exudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatPoderdaTerraenthusiastsare

least

focused

on

arehighvalueand

boldness.ReliabilityExclusivityInnovationInclusivenessFriendlinessPoder

daTerra

shouldwork

onpromoting

authenticityto

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

iced

tea,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoiced

tea,whichofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=157,

Poderda

Terra

consumers’,

n=166,

Poderda

Terra

enthusiast,

n=1,016,

iced

tea

consumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Poder

da

Terra

fans,

62%

state

that

they

get

excited

about

iced

teaBrand

profile:

attitudesWhat

doconsumersthink

oficedteaingeneral?62%51%50%47%43%39%36%34%28%27%26%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedabouticed

teaIliketotalkabouttopicsrelating

toiced

teaBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

iced

teado

you

agree

with?”;

Multi

Pick;“When

it

comesto

iced

tea,which

ofthe

followingbrands

do

youlike?”;Multi

Pick;Base:n=166,

Poderda

Terra

enthusiast,

n=1,016,

iced

teaconsumersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1180%

of

Poder

da

Terra

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

iced

tea,theaverage

awareness

of

abrandinBrazil

is

43%.

Awareness

of

PoderdaTerra,however,

is

at44%.Awareness31%

ofBrazilian

iced

teaconsumers

saytheylikePoder

daTerra,

compared

toanindustryaveragebrandpopularityof

37%.28%

ofindustryconsumers

inBrazil

saythey

consumePoder

daTerra,

withtheaverage

consumption

ofabrandat33%.BuzzPopularity80%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Poder

daTerra

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of21%compared

to

23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Iced

tea‘awareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,244,

all

respondents(awareness),

n=543,

respondents

who

know

the

individual

brand

(popularity),

n=543,

respondents

whoknow

the

individual

brand(consumption),

n=157,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=543,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Poder

da

Terra

ranks

sixth

in

awareness

within

the

iced

tea

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPoder

daTerraRank#

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.1Le?o87%70%57%50%44%44%36%36%33%29%2Reido

MateLipton34Native44%5Feel

GoodPoder

daTerraLifeMixUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%678ShefaOutofallrespondents,

44%

were

aware

of

PoderdaTerra.

Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.9MateeTalBaer

MateAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Poder

da

Terra

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPoder

daTerraRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Le?o82%57%56%36%33%32%31%31%27%25%2Reido

MateLipton31%34NativeOutofconsumers

who

knew

thebrand,

31%

saidtheyliked

Poder

daTerra.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5MateeTalCháYaí67Baer

MatePoder

daTerraFeel

GoodLifeMix69%89PopularityN/A1014

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=543,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Poder

da

Terra

ranks

seventh

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofPoderdaTerraRank#

BrandUsage

%77%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeingconsumed,

we

asked

each

respondent:

“Whenitcomes

to

iced

tea,which

of

the

following

brandshaveyou

consumed

inthe

past12

months?”.1Le?o2Lipton51%29%3Reido

MateMateeTalCháYaí48%Outofconsumers

who

knew

thebrand,

28%

saidtheyconsumed

Poder

daTerra.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.431%530%6Native30%7Poder

daTerraBaer

MateFeel

GoodFriizi29%71%826%925%UsageN/A1024%15

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=543,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Poder

da

Terra

is

eighth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPoderdaTerra’sconsumersRank#

BrandLoyalty

%93%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.1Le?o20%2Lipton87%3Reido

MateLifeMixCháYaí87%486%584%6Rio83%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

iced

tea,which

ofthe

following

brandsareyou

likely

to

consume

againinthe

future?”.7Native82%8Poder

daTerraFeel

GoodMateeTal80%80%979%Outofrespondents

whohaveconsumed

Poder

daTerra,

80%

saidthey

would

consume

the

brandagain.LoyaltyN/A1078%16

Notes:“When

it

comesto

iced

tea,which

ofthe

following

brands

are

youlikely

to

consume

again

in

the

future?”;

Multi

Pick;Base:

n=157,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Poder

da

Terra

has

a

score

of

21%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPoderdaTerraRank#

BrandBuzz%50%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Le?o21%2Lipton32%3Reido

MateNative28%Outofconsumers

who

knew

thebrand,

21%

saidtheyhadheardaboutPoder

daTerra

inthe

media.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.423%5MateeTalPoder

daTerraBaer

MateCháYaí21%621%721%821%79%9Feel

GoodLifeMix20%BuzzN/A1018%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=543,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrow