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CONSUMER&
BRANDBrandKPIs
for
bottled
water:Harrogate
Spring
Water
in
the
UnitedKingdomConsumer
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
Harrogate
SpringWater’sperformance
inthe
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
202470%
of
Harrogate
Spring
Water
drinkers
display
loyalty
towards
the
brandIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket??Harrogate
Spring
Water’s
branding
resonates
more?Harrogate
Spring
WaterranksoutsidetheTop10
inwith
Millennialsawareness
withinthebottled
water
market?Harrogate
Spring
Watergenerally
appealsto
women?Thepopularity
ratingof
Harrogate
SpringWater
isandmen
equally24%?Among
Harrogate
SpringWater
enthusiasts,42%
fall?Harrogate
Spring
Waterrankstenthinconsumptionunderthe
high-income
category?Interms
of
loyalty,Harrogate
SpringWater
isoutside?Consumers
want
theirbottled
water
brandstohavethe
Top
10
inthe
UnitedKingdomhonesty
/trustworthiness,
reliability,
and
highvalue?Harrogate
Spring
Waterhasascore
of
10%
formediabuzz3Sources:
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
Harrogate
Spring
Water
at
70%Brand
profile:
snapshotBrand
performance
of
Harrogate
SpringWater
intheUnited
Kingdom70%52%24%19%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Bottled
water‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,248,
all
respondents
(awareness),
n=653,
respondents
who
know
the
individual
brand
(popularity),
n=653,
respondentswho
know
the
individual
brand
(consumption),
n=127,
respondents
who
have
drank
the
individual
brand
(loyalty),
n=653,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Harrogate
Spring
Water
’s
branding
resonates
morewith
MillennialsBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations40%36%Withthatinmind,when
looking
atthe
shareofconsumers
who
likeHarrogate
SpringWater
bygeneration
versustheshareof
industryusers
ingeneral,
we
cansee
thatHarrogate
SpringWaterisliked
by11%
ofBaby
boomers
and
26%
of
Gen
Xers,whereas
the
totalshare
ofindustryusers
is11%
and27%,
respectively.27%26%26%23%ForMillennials
andGen
Z,
40%
and
23%
feel
positivelytowards
Harrogate
SpringWater,
versus
36%
and
26%.Socurrently,
forHarrogate
Spring
Water,Millennialsconnect
most
with
theirbrand
compared
tothe
overallindustryuser.11%
11%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobottled
water,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=159,
Harrogate
Spring
Waterenthusiast,
n=1,068,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Harrogate
Spring
Water
generally
appeals
to
women
and
men
equallyBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Harrogate
SpringWatershows
thatwomen
areequally
likely
tohaveanaffinity
with
the
brandcompared
to
men.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof10%11%86%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Harrogate
SpringWaterhasasimilar
proportion
of
LGBTQIA+50%50%51%49%50%
ofwomen
likeHarrogate
SpringWater
compared
to50%
ofmen,whereas
forthe
overall
industry,51%
ofwomen
drink
bottledwater
compared
to49%
ofmen.86%consumers
when
compared
totheindustryusers
ingeneral.10%
ofHarrogate
SpringWaterenthusiastsconsider
themselves
to
bepartof
the
LGBTQIA+
communitycompared
to
11%
among
industryusersoverall.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=159,
HarrogateSpring
Waterenthusiast,
n=1,068,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Harrogate
Spring
Waterenthusiasts,
42%
fall
under
the
high-incomecategoryBrand
profile:
consumer
demographics
(3/3)HouseholdincomeThegraphillustratestheannualhousehold
income
distribution
amongenthusiastsof
thebrand
anddrinkerswithin
the
industry.HouseholdtypeThechartshows
thehousehold
type,takinginto
account
factorssuchashousehold
size,
familystructure,
andthe
number
ofchildren.15%19%Single33%34%32%24%20%42%CoupleSingleparentNuclear42%
ofHarrogate
SpringWaterenthusiastsare
from
high-incomehouseholds.Harrogate
SpringWater’s
brandisgenerally
enjoyed
more
byconsumerswho
arepartof
acouplehousehold,24%
ofHarrogate
SpringWaterenthusiastshavethiscurrent
livingsituation.12%12%28%27%35%Multi-generational4%3%15%15%ExtendedOther23%3%4%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=159,
Harrogate
Spring
Waterenthusiast,
n=1,068,
bottled
waterdrinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Consumers
want
their
bottled
water
brands
to
have
honesty
/
trustworthiness,reliability,
and
high
valueBrand
profile:
qualitiesQualitiesdrinkers
want
from
bottled
water
brandsForbottledwater,
the
topthree
qualitiesdrinkers
want
fromabrandarehonesty/trustworthiness,
reliability,
and
highvalue.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Harrogate
SpringWater
drinkers
alsoappreciate
these
key
attributes,indicating
Harrogate
SpringWaterexudes
thesequalities.SocialresponsibilityCoolnessThequalitiesthatHarrogate
SpringWater
enthusiastsare
least
focused
onarethrill
/excitement
and
inclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessHarrogate
SpringWater
shouldwork
onpromoting
friendliness
toconvertenthusiastsintoowners.HighvalueHonesty/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=127,
Harrogate
Spring
Waterconsumers’,n=159,
Harrogate
Spring
Waterenthusiast,
n=1,068,
bottled
water
drinkersSources:
Statista
Consumer
Insights
Global,
asofOctober
2024Among
Harrogate
Spring
Waterfans,
19%
state
that
they
get
excited
aboutbottled
waterBrand
profile:
attitudesWhat
doconsumersthink
ofbottled
water
ingeneral?42%36%30%29%29%28%22%22%19%18%16%15%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=159,
Harrogate
Spring
Waterenthusiast,n=1,068,
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.1170%
of
Harrogate
Spring
Water
drinkers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performanceWhen
itcomes
to
bottled
water,
the
averageawareness
ofabrandinthe
United
Kingdomis56%.Awareness
ofHarrogate
SpringWater,
however,
is
at52%.Awareness24%
ofUK
bottledwater
drinkers
saythey
likeHarrogate
SpringWater,
compared
toanindustryaverage
brand
popularity
of26%.BuzzPopularity19%
ofindustrydrinkers
intheUnitedKingdomsaythey
drinkHarrogate
SpringWater,
withtheaverageconsumption
ofabrandat23%.70%
ofbranddrinkers
say
theywould
consume
thebrandagain,compared
toanaverage
loyalty
score
of71%.Harrogate
SpringWater
hasbeen
noticed
less
inthemedia
compared
tootherbrands,with
a“Buzz”scoreof
10%
compared
to14%.LoyaltyBrandUsageIndustryaverageSooverall,
the
results
showtheir
performance
tobebelow
average
compared
to
theindustry.12
Notes:Bottled
water‘a(chǎn)wareness’,‘popularity’,
‘consumption’,
‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,248,
all
respondents
(awareness),
n=653,
respondents
who
know
the
individual
brand
(popularity),
n=653,
respondentswho
know
the
individual
brand
(consumption),
n=127,
respondents
who
have
drank
the
individual
brand
(loyalty),
n=653,
respondents
who
know
the
individual
brand
(buzz)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Harrogate
Spring
Water
ranks
outside
the
Top
10
in
awareness
within
thebottled
water
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofHarrogate
SpringWaterRank#
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.1Evian89%85%84%82%72%71%64%63%60%55%2Highland
SpringVolvic34Buxton48%5Nestlé
Pure
LifeGLACéAUSmartwaterPerrier52%Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
the
brand’slogo
andthe
writtenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.678SanPellegrinoAqua
PuraVittelOutofallrespondents,
52%
were
aware
of
HarrogateSpringWater.
Thisranksthemoutsidethe
Top
10compared
to
other
brandssurveyed
inthismarket.9AwarenessN/A1013
Notes:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,248,
all
respondents
(awareness)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024The
popularity
rating
of
Harrogate
Spring
Water
is
24%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofHarrogate
SpringWaterRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
among
current
andpotentialfuturecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Evian52%45%42%40%31%26%26%24%24%22%24%2Buxton3Highland
SpringVolvic4Outofconsumers
who
knew
thebrand,
24%
saidtheyliked
Harrogate
SpringWater.
Thisranksthemeighthcompared
to
other
brandssurveyed
inthismarket.5Nestlé
Pure
LifeSanPellegrinoAqua
Pura6776%8Harrogate
SpringWaterBrecon
CarregDeeside9PopularityN/A1014
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=653,
respondents
who
know
the
individual
brand
(popularity)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Harrogate
Spring
Water
ranks
tenth
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofHarrogate
SpringWaterRank#
BrandUsage
%46%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthe
brandwas
alsobeing
drank,we
asked
each
respondent:
“When
itcomes
to
bottledwater,
which
of
thefollowing
brandshaveyouconsumed
inthe
past12
months?”.1Evian19%2Buxton39%3Volvic36%Outofconsumers
who
knew
thebrand,
19%
saidtheydrankHarrogate
SpringWater.
Thisranksthemtenthcompared
to
other
brandssurveyed
inthismarket.4Highland
SpringNestlé
Pure
LifeBrecon
CarregDeeside36%527%623%722%8Aqua
Pura20%81%9BerringtonHarrogate
SpringWater20%UsageN/A1019%15
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
have
youconsumed
in
the
past
12
months?”;
Multi
Pick;Base:n=653,
respondents
who
know
the
individual
brandSources:
Statista
Consumer
Insights
Global,
asofOctober
2024In
terms
of
loyalty,
Harrogate
Spring
Water
is
outside
the
Top
10
in
the
UnitedKingdomBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofHarrogate
SpringWater’s
consumersRank#
BrandLoyalty
%85%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.1SanPellegrino2VOSS82%30%3Volvic81%4Evian79%5Highland
SpringNestlé
Pure
LifeAbbeyWellPerrier78%678%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
bottled
water,which
of
the
following
brandsareyou
likely
toconsume
againinthefuture?”.777%70%875%9Buxton75%Outofrespondents
whohavedrankHarrogate
SpringWater,
70%
saidtheywould
consume
thebrandagain.LoyaltyN/A10Brecon
Carreg71%16
Notes:“When
it
comesto
bottled
water,which
ofthe
following
brands
areyoulikely
toconsume
again
in
the
future?”;
Multi
Pick;
Base:n=127,
respondents
who
have
drank
the
individual
brand
(loyalty)Sources:
Statista
Consumer
Insights
Global,
asofOctober
2024Harrogate
Spring
Waterhas
a
score
of
10%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofHarrogate
SpringWaterRank#
BrandBuzz%24%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
the
following
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Evian10%2BerringtonAqua
PuraDeeside23%321%Outofconsumers
who
knew
thebrand,
10%
saidtheyhadheardaboutHarrogate
SpringWater
inthe
media.Thisranksthemoutsidethe
Top
10
compared
tootherbrandssurveyed
inthismarket.419%5Nestlé
Pure
LifeBuxton18%616%7AbbeyWellBrecon
CarregVolvic15%815%90%Buzz914%N/A10Highland
Spring14%17
Notes:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=653,
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
consumerinsi
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