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CONSUMER&
BRANDBrandKPIs
for
salty
snacks:
Utz
in
theUnited
StatesConsumer
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
Utz’sperformance
inthe
saltysnackmarket.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,
asofDecember202484%
of
Utz
consumers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Utz’sbranding
resonates
more
with
Baby
Boomers?Utzgenerally
appealstowomen
more
than
men?Utzranksoutsidethe
Top
10
inawareness
within
thesaltysnack
market?Thepopularity
ratingof
Utzis35%?Among
Utzenthusiasts,28%
fallunderthe
high-income
category?Utzranksoutsidethe
Top
10
inconsumption?Interms
of
loyalty,Utzis
tenthinthe
United
States?Utzhasascore
of7%
formedia
buzz?Consumers
want
theirsaltysnackbrandstohaveauthenticity,highvalue,and
boldness3Sources:
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
Utz
at
84%Brand
profile:
snapshotBrand
performance
of
UtzintheUnited
States84%56%35%26%7%BuzzAwarenessPopularityUsageLoyalty5Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,249,
all
respondents
(awareness),
n=700,
respondents
who
know
the
individual
brand
(popularity),
n=700,
respondentswho
know
the
individual
brand
(consumption),
n=181,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=700,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Utz’sbranding
resonates
more
with
BabyBoomersBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations35%
35%33%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeUtzbygeneration
versus
the
shareof
industryusers
ingeneral,
we
cansee
thatUtzis
likedby16%
ofBaby
boomers
and
33%
of
Gen
Xers,whereas
the
totalshare
ofindustryusers
is11%
and29%,
respectively.29%25%16%16%ForMillennials
andGen
Z,
35%
and
16%
feel
positivelytowards
Utz,versus
35%
and25%.
Socurrently,for
Utz,Baby
Boomers
connect
most
with
theirbrandcompared
to
theoverall
industryuser.11%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestosalty
snacks,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=248,
Utzenthusiast,
n=1,190,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Utz
generally
appeals
to
women
more
than
menBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Utzshows
thatwomenaremore
likely
to
haveanaffinity
withthe
brandcompared
to
men.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofconsumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Utzhasasimilar
proportionof
LGBTQIA+consumers
whencompared
to
theindustryusers
ingeneral.9%10%87%55%
ofwomen
likeUtzcompared
to
45%of
men,whereas
forthe
overall
industry,50%
ofwomen
consume
saltysnackscompared
to
50%
of
men.50%50%55%90%9%
of
Utzenthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to10%
amongindustryusers
overall.45%Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
salty
snacks,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=248,
Utzenthusiast,n=1,190,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Utz
enthusiasts,
28%
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.24%25%Single29%30%37%18%18%CoupleSingleparentNuclear28%
ofUtzenthusiastsare
fromhigh-income
households.Utz’sbrandisgenerally
enjoyed
morebyconsumers
who
arepartof
anuclearhousehold,
20%
ofUtzenthusiastshavethiscurrent
living
situation.8%11%38%20%16%Multi-generational4%4%19%19%33%33%ExtendedOther7%7%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
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=248,
Utzenthusiast,
n=1,190,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Consumers
want
their
salty
snack
brands
to
have
authenticity,
high
value,
andboldnessBrand
profile:
qualitiesQualitiesconsumerswant
from
salty
snackbrandsForsalty
snacks,thetopthree
qualitiesconsumers
want
fromabrandareauthenticity,highvalue,and
boldness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessUtzconsumers
alsoappreciate
thesekeyattributes,indicating
Utzexudes
thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatUtzenthusiastsareleast
focused
onare
social
responsibilityandinclusiveness.ReliabilityExclusivityUtzshould
work
on
promoting
boldnesstoconvert
enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When
it
comesto
salty
snacks,
which
ofthese
aspects
aremostimportant
to
you?”;Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=181,
Utz
consumers’,n=248,
Utz
enthusiast,
n=1,190,
salty
snack
consumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024Among
Utz
fans,
38%
state
that
they
get
excited
about
salty
snack
productsBrand
profile:
attitudesWhat
doconsumersthink
ofsalty
snacksingeneral?50%39%38%33%29%27%25%25%
25%21%21%20%Sustainability
is
Ivaluealow
priceimportant
to
me
over
highqualityIamwellinformedIrely
onbrandsIknow
and
trustIget
excitedaboutsaltysnackproductsIliketotalkabouttopicsrelating
tosaltysnacksBrand
enthusiastIndustryuser10
Notes:“Which
ofthese
statements
about
salty
snacks
do
youagree
with?”;
Multi
Pick;“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=248,
Utz
enthusiast,
n=1,190,
salty
snackconsumersSources:
Statista
Consumer
Insights
Global,
asofDecember2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1184%
of
Utz
consumers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
salty
snacks,theaverage
awarenessof
abrand
intheUnitedStatesis79%.
Awareness
ofUtz,however,
isat56%.Awareness35%
ofU.S.
saltysnackconsumers
saytheylikeUtz,compared
to
anindustryaverage
brandpopularity
of48%.26%
ofindustryconsumers
intheUnited
Statessaythey
consume
Utz,with
theaverage
consumption
ofabrandat38%.BuzzPopularity84%
ofbrandconsumers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of84%.Utzhasbeen
noticed
less
inthe
media
compared
toother
brands,with
a“Buzz”score
of7%
compared
to22%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Salty
snacks
‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’and
‘buzz’
by
brand;
Multi
pick;
Base:
n=1,249,
all
respondents
(awareness),
n=700,
respondents
who
know
the
individual
brand
(popularity),
n=700,
respondentswho
know
the
individual
brand
(consumption),
n=181,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=700,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Utz
ranks
outside
the
Top
10
in
awareness
within
the
salty
snack
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofUtzRank#
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.1Lay's94%94%94%93%92%92%92%92%91%91%2DoritosCheetosPringlesFritos3444%5Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.56%6Ritz7Cheeze-itGoldfishTostitosRuffles8Outofallrespondents,
56%
were
aware
of
Utz.Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.9AwarenessN/A1013
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,249,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024The
popularity
rating
of
Utz
is
35%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofUtzRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1DoritosCheetosLay's73%68%62%62%61%56%55%50%50%48%2335%4Cheeze-itPringlesFritosOutofconsumers
who
knew
thebrand,
35%
saidtheyliked
Utz.This
ranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.5665%7RufflesGoldfishRitz89PopularityN/A10Tostitos14
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=700,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Utz
ranks
outside
the
Top
10
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofUtzRank#
BrandUsage
%65%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
salty
snacks,which
of
the
following
brandshaveyou
consumed
inthe
past12
months?”.1DoritosCheetosCheeze-itLay's260%26%354%Outofconsumers
who
knew
thebrand,
26%
saidtheyconsumed
Utz.
Thisranksthemoutside
the
Top
10compared
to
other
brandssurveyed
inthismarket.454%5PringlesFritos49%647%7RufflesTostitosRitz42%74%841%938%UsageN/A10Goldfish37%15
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;Base:
n=700,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofDecember2024In
terms
of
loyalty,Utz
is
tenth
in
the
United
StatesBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofUtz’sconsumersRank#
BrandLoyalty
%90%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.1DoritosCheetosRufflesPringlesLay's16%289%388%487%587%6SnackFactory
-Pretzel
Crisps
85%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
saltysnacks,which
of
the
following
brandsareyou
likely
toconsume
againinthefuture?”.7Cheeze-itTostitos85%85%84%84%884%9Planters
PeanutsUtzOutofrespondents
whohaveconsumed
Utz,84%
saidthey
would
consume
the
brandagain.LoyaltyN/A1016
Notes:“When
it
comesto
salty
snacks,
which
ofthe
following
brands
are
youlikely
to
consume
againin
the
future?”;
Multi
Pick;Base:n=181,
respondents
who
have
consumed
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofDecember2024Utz
has
a
score
of
7%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofUtzRank#
BrandBuzz%46%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.7%1Doritos2CheetosCheeze-itGoldfishLay's42%336%Outofconsumers
who
knew
thebrand,
7%
saidtheyhadheardaboutUtzinthe
media.
ThisranksthemoutsidetheTop10
compared
to
other
brandssurveyed
inthismarket.430%527%6PringlesChexMixFritos26%722%822%93%Buzz9Takis20%N/A10Planters
Peanuts18%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=700,
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.?
Identifyandunderstandyourcore
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