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CONSUMER&
BRANDBrand
KPIs
for
beer:
Coors
in
theUnited
KingdomConsumer
InsightsMarch2024Discover
your
Brand
KPI
scores.
Benchmark
against
competitors
and
measureyour
brand’s
market
impactIntroduction:
studydetailsThe
reportMethodologyDesign:OnlineSurveyThisreport
hasbeen
created
usingthedatafromStatista’sConsumer
InsightsBrand
KPIs.Thereportprovides
you
with
key
consumer
insightsandbenchmarks
abrand’sperformance
againsttheindustryoverall
and
theircompetitors.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeOurdataallows
you
tomeasure
each
brand’sposition
Regions:Brazil,Germany,
India,
Mexico,
U.S.
and
UKinthemarket
bycreating
aprofile
usingStatista’s5key
performance
indicators.
Which
are:
awareness,popularity,usage,loyalty
and
media
buzz.Numberofrespondents:
approx.
3,720Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThisreport
is
basedon
Coors’
performance
inthebeermarket.Fieldwork:August
2023Ifyou
would
liketofind
out
more
abouttheConsumerInsightsator
theBrandProfiler,
please
clickthelinkbelow.2Sources:Consumer
Insights
Global,
asofMarch2024Coors
ranks
outside
the
Top
10
in
awareness
within
the
beer
marketIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•Thepopularity
ratingof
Coors
is22%•Coors’
brandingresonates
more
withGen
X•Coors
generally
appealsto
men
more
than
women•Coors
ranksoutside
the
Top
10
inconsumption•Among
Coors
enthusiasts,33%
fallunderthe
high-•Interms
of
loyalty,Coors
is
outsidethe
Top
10
intheincome
categoryUnited
Kingdom•Among
Coors
fans,
27%
claimthatbeer
productsare
•Coors
hasascore
of15%
formedia
buzzpartof
theireveryday
life3CHAPTER
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.4Awareness
is
the
highest
scoring
KPI
for
Coors
at
77%Brand
profile:
snapshotBrand
performance
of
Coors
intheUnited
Kingdom77%73%22%18%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,222,
all
respondents
(awareness),
n=940,
respondents
who
know
the
individual
brand
(popularity),
n=940,
respondents
who
know
theindividual
brand(consumption),
n=170,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=940,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Sources:Coors’
branding
resonates
more
with
Gen
XBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations38%36%35%34%Withthatinmind,when
looking
attheshareofconsumers
who
likeCoors
bygeneration,
versus
theshareof
beer
drinkers
generally,
we
cansee
thatCoorsislikedby8%
of
Babyboomers
and38%
of
Gen
Xers,compared
to
thetotalshareof
beer
drinkers
9%
and34%,
respectively.22%17%ForMillennials
andGen
Z,
36%
and
17%
feel
positivelytowards
Coors
versus
35%
and
22%.
Socurrently,
forCoors,
Gen
Xconnect
most
with
theirbrandcomparedtothe
industryingeneral.9%8%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobeer,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=206,
Coorsenthusiast,
n=933,
beerdrinkersConsumer
Insights
Global,
asofMarch2024Sources:Coors
generallyappeals
to
men
more
than
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Coors
shows
men
aremore
likely
tohaveanaffinity
with
thebrandover
women.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesofconsumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Coors
hasasimilar7%9%45%55%47%53%53%
ofmen
likeCoors
compared
to
47%of
women,
whereas
theindustryaverageforbeer
drinkers
shows
55%
of
mendrinkbeer
compared
to45%
of
women.proportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryuser
ingeneral.89%87%4%7%
of
Coors
enthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to9%
amongbeer
drinkers
overall.3%Brand
enthusiastFemaleIndustryuserMaleBrand
enthusiastIndustryuserNot
givenYesNo7Notes:“What
is
yourgender?”;Single
Pick;“Doyouconsider
yourself
partofthe
LGBTQ+community?”;
Single
Pick;
“When
it
comes
to
beer,which
ofthe
following
brands
do
youlike?”;
Multi
Pick;
Base:
n=206,
Coorsenthusiast,n=933,
beer
drinkersSources:Consumer
Insights
Global,
asofMarch2024Among
Coors
enthusiasts,
33%
fall
under
the
high-income
categoryBrand
profile:
consumer
demographics
(3/3)HouseholdincomeThegraphillustratestheannualhousehold
income
distribution
amongenthusiastsof
thebrand
anduserswithin
theindustry.HouseholdtypeThechartshows
thehousehold
type,takinginto
account
factorssuchashousehold
size,
familystructure,
andthenumber
ofchildren.21%20%Single33%37%22%20%CoupleSingleparentNuclear33%
ofCoors
enthusiastsare
from
ahigh-income
household,
while
the
sharefortheindustryusersis
37%.Coors’
brandisgenerally
enjoyed
byconsumers
who
arepartof
anuclearhousehold,
34%
ofCoors
enthusiastshavethiscurrent
livingsituationcompared
to
31%
of
beer
drinkersgenerally.9%10%34%31%38%34%29%Multi-generational3%2%7%29%ExtendedOther13%3%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
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=206,
Coorsenthusiast,
n=933,
beerdrinkersSources:Consumer
Insights
Global,
asofMarch2024Among
Coors
fans,
27%
claim
that
beer
products
are
part
of
their
everyday
lifeBrand
profile:
attitudesWhat
doconsumersthink
ofbeeringeneral?35%
ofconsumers
wholike
Coors
saythey
arewell
informed
when
itcomes
tobeer
and
31%
of
theseusers
saythatthey
can’timaginetheirlifewithout
beer.
Thiscompares
to
anindustryvalueof
26%
and23%,
respectively.How
doespriceaffect
theirdecision?19%
ofconsumers
wholike
Coors
sayalow
price
ismore
important
thanhighquality
when
itcomes
to
beer,compared
to
anindustryvalueof17%.Do
consumerstrusttheirbeer?Relying
onbrandsconsumers
knowandtrustwhen
itcomes
tobeer
isimportant
to38%
ofconsumers
who
likeCoors,
compared
to
theindustryvalueof35%.Do
beerproductsneed
to
innovateto
stay
relevant?33%
ofconsumers
wholike
Coors
saybeer
products
excite
themwith
42%
confirming
they
liketotryoutnewandinnovativebeer
products.
Forthegeneral
industryuser,
thisis28%
and
33%,
respectively.How
important
issustainability
toconsumers?According
to25%
ofconsumers
who
likeCoors,
sustainabilityisimportant
when
itcomes
to
beer,
compared
tothe
industryvalueof
18%.9Notes:“Which
ofthese
statements
about
beerdo
youagreewith?”;
Multi
Pick;“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=206,
Coorsenthusiast,
n=933,
beerdrinkersSources:Consumer
Insights
Global,
asofMarch2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1073%
of
Coors
drinkers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performance
withinthebeermarketWhen
itcomes
to
beer,
theaverage
awareness
of
abrandintheUnited
Kingdom
is
77%.
Awareness
ofCoors,
however,
isat77%.Awareness22%
ofUK
beer
drinkers
saytheylikeCoors,
comparedtoanaverage
beer
brandpopularityof
26%.18%
ofbeer
drinkers
intheUnited
Kingdom
say
theydrinkCoors,
with
theaverage
consumption
ofabrandat21%.BuzzPopularity73%
ofCoors
drinkerssay
theywould
consume
thebrandagaincompared
toanaverage
loyalty
score
of79%.Coors
hasbeen
seen
similar
inthemedia
than
otherbrands,with
a“Buzz”score
of
15%
compared
to13%.Sooverall,
theresults
showtheir
performance
tobeaverage
compared
tothe
industry.LoyaltyCoorsUsageIndustryaverage11
Notes:Sources:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,222,
all
respondents
(awareness),
n=940,
respondents
who
know
the
individual
brand
(popularity),
n=940,
respondents
who
know
theindividual
brand(consumption),
n=170,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=940,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Coors
ranks
outside
the
Top
10
in
awareness
within
the
beer
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofCoorsRank#
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.1BudweiserGuinness92%92%91%91%90%90%89%88%85%83%23%23HeinekenStellaArtoisCarlsbergCorona45Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
thebrand’slogo
andthewrittenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.67Carling77%8Foster'sOutofallrespondents,
77%
were
aware
of
Coors.
ThisranksthemoutsidetheTop
10
compared
tootherbrandssurveyed
inthismarket.9SanMiguelKronenbourg
1664AwarenessN/A1012
Notes:Sources:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,222,
all
respondents
(awareness)Consumer
Insights
Global,
asofMarch2024The
popularity
rating
of
Coors
is
22%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofCoorsRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
fromcurrent
and
potential
futurecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Birra
Moretti36%34%32%30%30%30%28%28%27%26%22%2BudweiserCorona34SanMiguelStellaArtoisPeroni
Nastro
AzzurroHeinekenOutofconsumers
who
knew
thebrand,
22%
saidtheyliked
Coors.
ThisranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.5678Madrí
ExcepcionalAmstel78%9PopularityN/A10Carling13
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=940,
respondents
who
know
the
individual
brand(popularity)Consumer
Insights
Global,
asofMarch2024Coors
ranks
outside
the
Top
10
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofCoorsRank#
BrandUsage
%33%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthebrandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
beer,
which
ofthefollowing
brandshaveyouconsumed
inthepast12
months?”.1Birra
Moretti18%2BudweiserCorona31%328%Outofconsumers
who
knew
thebrand,
18%
saidtheyconsumed
Coors.
ThisranksthemoutsidetheTop10compared
to
other
brandssurveyed
inthismarket.4StellaArtoisMadrí
ExcepcionalSanMiguelCarling25%525%623%723%8Heineken23%82%9Peroni
Nastro
AzzurroAmstel23%UsageN/A1022%14
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=940,
respondents
who
know
the
individual
brand
(consumption)Consumer
Insights
Global,
asofMarch2024Interms
of
loyalty,
Coors
is
outside
the
Top
10
in
the
United
KingdomBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofCoors’
consumersRank#
BrandLoyalty
%88%Afterascertaining
theconsumption
ofabrandinthelast12
months,thenext
most
important
indicatorisbrandloyalty.
Thisscore
allows
ustoestablishwhether
abrandisperforming
well
inregard
tocustomer
retention.
Measuring
brandloyaltyestablishes
aclear
feedback
loop
with
customers,providing
valuableinsightsintocustomer
satisfactionandpreferences.
Itis
alsoapowerful
predictor
tohelpguidemarketing
strategies
and
forecast
futuresalesandrevenue
more
accurately.1Staropramen2StellaArtois85%27%3Madrí
ExcepcionalPeroni
Nastro
AzzurroKronenbourg
1664Birra
MorettiSanMiguel83%483%582%682%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
beer,
which
ofthefollowing
brandsare
you
likely
toconsume
againinthe
future?”.781%73%8Heineken80%9Guinness79%Outofrespondents
whohaveconsumed
Coors,
73%saidthey
would
usethebrand
again.LoyaltyN/A10Amstel78%15
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
are
youlikely
toconsume
again
in
the
future?”;
Multi
Pick;Base:
n=170,
respondents
who
have
consumed
the
individual
brand
(loyalty)Consumer
Insights
Global,
asofMarch2024Coors
has
a
score
of
15%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofCoorsRank#
BrandBuzz%25%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
thefollowing
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Birra
Moretti15%2BudweiserGuinnessHeinekenCarlsbergCoors24%321%Outofconsumers
who
knew
thebrand,
15%
saidtheyhadheardaboutCoors
inthemedia.
Thisranksthemsixthcompared
to
other
brandssurveyed
inthismarket.416%516%615%7StellaArtoisFoster's15%815%85%9Carling13%BuzzN/A10Madrí
Excepcional13%16
Notes:Sources:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=940,
respondents
who
know
the
individual
brand
(Buzz)Consumer
Insights
Global,
asofMarch2024CONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer
Insights,
youget
access
tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.
Leverage
consumerinsightstomakedata-drivendecisions
andunlockne
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