Brand KPIs for sauces condiments Thomy in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

sauces

&

condiments:Thomy

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.

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

Thomy’s

performance

inthesauce&condiment

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,

asofDecember202489%

of

Thomy

consumers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Thomy’s

branding

resonates

more

with

Gen

X?Thomy

generally

appealstowomen

more

than

men?Thomy

ranksthird

inawareness

within

the

sauce&condiment

market?Thepopularity

ratingof

Thomy

is45%?Thomy

rankssixth

inconsumption?Among

Thomy

enthusiasts,34%

fallunderthe

high-income

category?Consumers

want

theirsauce&condiment

brandstohavehighvalue,reliability,andauthenticity?Interms

of

loyalty,Thomy

is

fourthinGermany?Thomy

hasascore

of15%

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.4Awarenessis

the

highest

scoring

KPI

forThomy

at

89%Brand

profile:

snapshotBrand

performance

of

ThomyinGermany89%89%45%38%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sauces

&condiments

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,105,

respondents

who

know

the

individual

brand

(popularity),

n=1,105,respondents

who

know

the

individual

brand

(consumption),

n=424,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,105,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomy’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeThomy

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatThomy

islikedby14%

ofBaby

boomers

and44%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is12%

and

34%,

respectively.34%33%31%21%ForMillennials

andGen

Z,

31%

and

11%

feel

positivelytowards

Thomy,

versus33%

and21%.

Socurrently,forThomy,Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.14%12%11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=496,

Thomy

enthusiast,

n=1,166,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomy

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Thomy

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Thomy

hasalower

proportionof

LGBTQIA+consumers

when5%7%50%50%54%54%

ofwomen

likeThomy

compared

to46%

ofmen,

whereas

for

the

overallindustry,50%

of

women

consumesauces&condiments

compared

to50%of

men.89%87%compared

to

theindustryusers

ingeneral.5%

of

Thomy

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sauces

&

condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=496,Thomy

enthusiast,

n=1,166,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Thomy

enthusiasts,

34%

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.26%26%Single34%35%24%25%CoupleSingleparentNuclear34%

ofThomy

enthusiastsare

fromhigh-income

households.Thomy’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

32%

of

Thomyenthusiastshavethiscurrent

livingsituation.8%7%33%33%33%32%29%Multi-generational1%1%6%8%33%ExtendedOther3%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

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=496,

Thomy

enthusiast,

n=1,166,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sauce

&

condiment

brands

to

have

high

value,

reliability,and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

sauce

&condimentbrandsForsauces

&condiments,

thetopthreequalitiesconsumers

wantfrom

abrandarehighvalue,reliability,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Thomy

consumers

also

appreciatethesekey

attributes,indicating

Thomy

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatThomy

enthusiastsareleast

focused

onare

inclusiveness

andcleverness.ReliabilityExclusivityThomy

should

work

on

promotingsustainabilityto

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sauces

&condiments,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comestosauces

&condiments,

which

ofthe

following

brands

have

you

consumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=424,

Thomy

consumers’,

n=496,

Thomy

enthusiast,

n=1,166,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Thomy

fans,

35%

state

that

they

get

excited

about

sauce

&

condimentproductsBrand

profile:

attitudesWhat

doconsumersthink

ofsauces&condimentsingeneral?41%35%34%30%29%25%23%21%20%18%15%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutsauce&condimentproductsIliketotalkabouttopicsrelating

tosauces&condimentsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sauces

&condiments

do

youagree

with?”;

Multi

Pick;

“When

it

comes

tosauces

&condiments,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=496,

Thomy

enthusiast,n=1,166,

sauce

&condiment

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1189%

of

Thomy

consumers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sauces

&condiments,

theaverageawareness

ofabrandinGermany

is

59%.

Awarenessof

Thomy,however,

is

at89%.Awareness45%

ofGerman

sauce&condiment

consumers

saythey

likeThomy,compared

to

anindustryaveragebrandpopularityof

40%.38%

ofindustryconsumers

inGermany

saytheyconsume

Thomy,

with

the

average

consumption

of

abrandat34%.BuzzPopularity89%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Thomy

hasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Sauces

&condiments

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=1,105,

respondents

who

know

the

individual

brand

(popularity),

n=1,105,respondents

who

know

the

individual

brand

(consumption),

n=424,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,105,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomy

ranks

third

in

awareness

within

the

sauce

&

condiment

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofThomyRank#

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.1Maggi93%90%89%88%84%79%74%69%64%63%11%2Knorr3ThomyHeinz45KühneUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Kraft7TabascoBautz'nerHellmann'sOstmann8Outofallrespondents,

89%

were

aware

of

Thomy.Thisranksthemthirdcompared

tootherbrandssurveyed

inthismarket.89%N/A9Awareness1013

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

Thomy

is

45%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofThomyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Heinz59%59%56%49%46%45%42%42%41%41%2Knorr3Maggi4Bautz'nerOstmannThomyHela45%Outofconsumers

who

knew

thebrand,

45%

saidtheyliked

Thomy.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.555%678Fuchs9DeveleyJust

SpicesPopularityN/A1014

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=1,105,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomy

ranks

sixth

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofThomyRank#

BrandUsage

%56%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Knorrconsumed,

we

asked

each

respondent:

“Whenitcomes

to

sauces

&condiments,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.2Maggi56%3Heinz53%38%Outofconsumers

who

knew

thebrand,

38%

saidtheyconsumed

Thomy.

This

ranksthemsixthcompared

toother

brandssurveyed

inthismarket.4Bautz'nerDeveleyThomyOstmannHela48%539%638%62%738%836%9Fuchs34%UsageN/A10Kühne33%15

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,105,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Thomy

is

fourth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofThomy’sconsumersRank#

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.1TabascoMaggi11%290%3Knorr90%4ThomyBautz'nerOstmannHela89%588%688%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sauces

&condiments,

which

of

the

following

brandsareyoulikely

to

consume

againinthefuture?”.787%8Just

SpicesHeinz86%89%N/A985%Outofrespondents

whohaveconsumed

Thomy,

89%saidthey

would

consume

the

brandagain.Loyalty10Kühne85%16

Notes:“When

it

comesto

sauces

&condiments,

which

ofthe

following

brands

areyoulikely

to

consume

againin

the

future?”;Multi

Pick;Base:n=424,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Thomy

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofThomyRank#

BrandBuzz%28%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Heinz15%2Knorr27%3Maggi26%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutThomy

inthe

media.

This

ranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4Bautz'nerAnkerkrautJust

SpicesDeveleyBull's

EyeHela19%519%618%718%817%85%915%BuzzN/A10Thomy15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,105,

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.?

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