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CONSUMER&
BRANDBrandKPIs
for
bottled
water:
SanPellegrino
in
the
United
StatesConsumer
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
SanPellegrino’s
performanceinthe
bottled
water
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
202476%
of
San
Pellegrino
drinkers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??San
Pellegrino’s
brandingresonates
more
withGen
X
?San
Pellegrino
ranksoutsidetheTop10
inawarenesswithin
the
bottled
water
market?San
Pellegrino
generally
appealsto
men
more
thanwomen?Thepopularity
ratingof
San
Pellegrino
is
19%?Among
San
Pellegrino
enthusiasts,53%
fallunderthe
?San
Pellegrino
ranksoutsidetheTop10
inhigh-income
categoryconsumption?Consumers
want
theirbottled
water
brandstohave?Interms
of
loyalty,SanPellegrino
isoutside
the
Tophighvalue,honesty
/trustworthiness,
andreliability10
inthe
UnitedStates?San
Pellegrino
hasascore
of
11%
formedia
buzz3Sources:
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
San
Pellegrino
at
76%Brand
profile:
snapshotBrand
performance
of
San
Pellegrino
intheUnitedStates76%53%19%15%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled
water‘awareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,249,
all
respondents
(awareness),
n=659,
respondents
who
know
the
individual
brand
(popularity),
n=659,
respondentswho
know
the
individual
brand
(consumption),
n=96,
respondents
who
have
drank
the
individual
brand
(loyalty),
n=659,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024San
Pellegrino’s
branding
resonates
morewith
Gen
XBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations38%36%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeSanPellegrino
bygenerationversus
the
share
ofindustryusers
ingeneral,
we
cansee
thatSanPellegrino
islikedby
12%
of
Babyboomers
and
32%
of
Gen
Xers,whereas
the
total
shareof
industryusers
is
9%
and
29%,
respectively.32%29%26%18%ForMillennials
andGen
Z,
38%
and
18%
feel
positivelytowards
SanPellegrino,
versus
36%
and
26%.
Socurrently,
forSanPellegrino,
Gen
Xconnects
most
withtheirbrandcompared
tothe
overall
industryuser.12%9%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobottled
water,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=125,
SanPellegrino
enthusiast,
n=1,153,
bottled
water
drinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024San
Pellegrino
generally
appeals
to
men
morethan
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandLGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofenthusiastsof
SanPellegrino
shows
thatwomen
are
lesslikely
to
haveanaffinitywith
the
brandcompared
to
men.12%11%86%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
SanPellegrino
hasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryusers
ingeneral.41%59%59%
ofmen
likeSanPellegrinocompared
to
41%
of
women,
whereasfortheoverall
industry,50%
of
womendrinkbottled
water
compared
to
50%
ofmen.50%50%87%12%
ofSanPellegrino
enthusiastsconsider
themselves
tobe
partof
theLGBTQIA+
community
compared
to11%among
industryusers
overall.Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
bottled
water,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=125,
SanPellegrinoenthusiast,
n=1,153,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
San
Pellegrino
enthusiasts,
53%
fall
under
the
high-income
categoryBrand
profile:
consumer
demographics
(3/3)HouseholdincomeThegraphillustratestheannualhousehold
income
distribution
amongenthusiastsof
thebrand
anddrinkerswithin
the
industry.HouseholdtypeThechartshows
thehousehold
type,takinginto
account
factorssuchashousehold
size,
familystructure,
andthe
number
ofchildren.22%24%Single35%17%15%CoupleSingleparentNuclear53%
ofSanPellegrino
enthusiastsarefrom
high-income
households.SanPellegrino’s
brandis
generallyenjoyed
more
byconsumers
who
arepartof
anextended
household,
18%
ofSanPellegrino
enthusiastshavethiscurrent
living
situation.53%6%6%12%22%21%36%29%Multi-generational32%4%18%16%ExtendedOther15%9%8%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
bottled
water,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=125,
San
Pellegrino
enthusiast,
n=1,153,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Consumers
want
their
bottled
water
brands
to
have
high
value,
honesty
/trustworthiness,
and
reliabilityBrand
profile:
qualitiesQualitiesdrinkers
want
from
bottled
water
brandsForbottledwater,
the
topthree
qualitiesdrinkers
want
fromabrandarehighvalue,honesty
/trustworthiness,
andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%SanPellegrino
drinkers
alsoappreciatethese
key
attributes,indicatingSanPellegrino
exudes
thesequalities.SocialresponsibilityCoolnessThequalitiesthatSanPellegrinoenthusiastsare
least
focused
on
arethrill/excitement
andcleverness.ReliabilityExclusivitySanPellegrino
shouldwork
onpromoting
honesty
/trustworthiness
toconvert
enthusiastsinto
owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When
it
comesto
bottled
water,which
ofthese
aspects
are
mostimportant
to
you?”;Multi
Pick;
“When
it
comes
tobottled
water,which
ofthe
following
brands
do
youlike?”;Multi
Pick;“When
it
comesto
bottled
water,which
ofthe
following
brands
have
youconsumed
in
the
past
12
months?”;
Multi
Pick;Base:n=96,
SanPellegrino
consumers’,
n=125,
SanPellegrino
enthusiast,
n=1,153,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
San
Pellegrino
fans,
31%
state
that
they
get
excited
about
bottled
waterBrand
profile:
attitudesWhat
doconsumersthink
ofbottled
water
ingeneral?50%47%46%39%31%29%29%28%24%23%22%16%Sustainability
is
Ivaluealow
priceimportant
to
me
over
highqualityIamwellinformedIrely
onbrands
Iget
excited
about
IliketotalkaboutIknow
and
trustbottled
watertopicsrelating
tobottled
waterBrand
enthusiastIndustryuser10
Notes:“Which
ofthese
statements
about
bottled
waterdo
youagree
with?”;
Multi
Pick;“When
it
comesto
bottled
water,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=125,
San
Pellegrino
enthusiast,
n=1,153,bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1176%
of
San
Pellegrino
drinkers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
bottled
water,
the
averageawareness
ofabrandinthe
United
Statesis56%.Awareness
ofSanPellegrino,
however,
is
at53%.Awareness19%
ofU.S.
bottledwater
drinkers
saytheylikeSanPellegrino,
compared
to
anindustryaverage
brandpopularity
of30%.15%
ofindustrydrinkers
intheUnitedStatessaytheydrinkSanPellegrino,
with
the
average
consumption
ofabrandat25%.BuzzPopularity76%
ofbranddrinkers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of76%.SanPellegrino
hasbeen
noticed
lessinthe
mediacompared
to
other
brands,with
a“Buzz”score
of11%compared
to
16%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Bottled
water‘awareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,249,
all
respondents
(awareness),
n=659,
respondents
who
know
the
individual
brand
(popularity),
n=659,
respondentswho
know
the
individual
brand
(consumption),
n=96,
respondents
who
have
drank
the
individual
brand
(loyalty),
n=659,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024San
Pellegrino
ranks
outside
the
Top
10
in
awareness
within
the
bottled
watermarketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofSan
PellegrinoRank#
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.1Aquafina90%90%86%84%83%77%68%64%60%59%2Dasani3FIJIWater4Nestlé
Pure
LifeGLACéAUSmartwaterEvian47%553%Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.67Perrier8Core
HydrationCrystal
GeyserIceMountainOutofallrespondents,
53%
were
aware
of
SanPellegrino.
ThisranksthemoutsidetheTop10compared
to
other
brandssurveyed
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,
asofOctober
2024The
popularity
rating
of
San
Pellegrino
is
19%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofSan
PellegrinoRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Aquafina50%46%45%40%35%32%32%32%31%30%19%2Dasani3FIJIWaterDeer
ParkNestlé
Pure
LifePoland
SpringIceMountainArrowheadEvian4Outofconsumers
who
knew
thebrand,
19%
saidtheyliked
SanPellegrino.
Thisranksthem
outsidethe
Top10
compared
toother
brandssurveyed
inthismarket.567881%9PopularityN/A10Ozarka14
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=659,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024San
Pellegrino
ranks
outside
the
Top
10
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofSan
PellegrinoRank#
BrandUsage
%47%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeing
drank,we
asked
each
respondent:
“When
itcomes
to
bottledwater,
which
of
thefollowing
brandshaveyouconsumed
inthe
past12
months?”.1Aquafina15%2Dasani43%3Deer
Park36%Outofconsumers
who
knew
thebrand,
15%
saidtheydrankSanPellegrino.
Thisranksthemoutsidethe
Top10
compared
toother
brandssurveyed
inthismarket.4FIJIWater33%5Nestlé
Pure
LifeArrowheadPoland
SpringOzarka31%629%727%827%85%9Core
HydrationIceMountain27%UsageN/A1025%15
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
have
youconsumed
in
the
past
12
months?”;
Multi
Pick;Base:n=659,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofOctober
2024In
terms
of
loyalty,
San
Pellegrino
is
outside
the
Top
10
in
the
United
StatesBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofSan
Pellegrino’sconsumersRank#
BrandLoyalty
%81%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.1FIJIWater24%2Poland
SpringAcquaPannaIceMountainCore
HydrationWaiākea81%380%479%578%678%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
bottled
water,which
of
the
following
brandsareyou
likely
toconsume
againinthefuture?”.7Deer
Park77%76%8Nestlé
Pure
LifePerrier77%977%Outofrespondents
whohavedrankSanPellegrino,76%
saidthey
would
consume
the
brandagain.LoyaltyN/A10Aquafina77%16
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
areyoulikely
toconsume
again
in
the
future?”;
Multi
Pick;
Base:n=96,
respondents
who
have
drank
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024San
Pellegrino
has
a
score
of
11%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofSan
PellegrinoRank#
BrandBuzz%28%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Aquafina11%2FIJIWater28%3Dasani25%Outofconsumers
who
knew
thebrand,
11%
saidtheyhadheardaboutSanPellegrino
inthemedia.
Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.4AcquaPannaDeer
Park20%520%6Core
HydrationArrowheadEvian17%717%816%89%9Nestlé
Pure
LifeIceMountain15%BuzzN/A1015%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=659,
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
andunlockn
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