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CONSUMER&
BRANDBrand
KPIs
for
beer:
Bitburger
inGermanyConsumer
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
Bitburger’s
performance
inthebeer
market.Fieldwork:August
2023Ifyou
would
liketofind
out
more
abouttheConsumerInsightsator
theBrandProfiler,
please
clickthelinkbelow.2Sources:Consumer
Insights
Global,
asofMarch2024Bitburger
ranks
third
in
awareness
within
the
beer
marketIntroduction:
key
insightsWhodoesthebrandappeal
to?How
doesthebrandperform
inthemarket?•Thepopularity
ratingof
Bitburgeris
28%•Bitburger
ranksfourthinconsumption•Bitburger’s
brandingresonates
more
with
BabyBoomers•Bitburger
generally
appealsto
men
more
thanwomen•Interms
of
loyalty,Bitburger
isoutside
the
Top
10
inGermany•Among
Bitburgerenthusiasts,40%
fallunder
thehigh-income
category•Bitburger
hasascore
of
25%
formedia
buzz•Among
Bitburgerfans,30%
claimthatbeer
productsarepartof
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
Bitburger
at
88%Brand
profile:
snapshotBrand
performance
of
BitburgerinGermany88%72%28%25%24%AwarenessPopularityUsageLoyaltyBuzz5Notes:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,250,
all
respondents
(awareness),
n=1,104,
respondents
who
know
the
individual
brand
(popularity),
n=1,104,
respondents
who
knowthe
individual
brand
(consumption),
n=263,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,104,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Sources:Bitburger’s
branding
resonates
more
with
Baby
BoomersBrand
profile:
consumer
demographics
(1/3)Measuring
attitudesand
opinions
among
generationshelpsidentifyyourtarget
audience
foryournextcampaigns.Share
ofgenerations35%34%33%31%Withthatinmind,when
looking
attheshareofconsumers
who
likeBitburger
bygeneration,
versustheshare
of
beer
drinkers
generally,
we
cansee
thatBitburger
islikedby16%
of
Babyboomers
and
35%
ofGen
Xers,
compared
tothetotal
shareof
beer
drinkers13%
and
34%,
respectively.20%18%16%ForMillennials
andGen
Z,
31%
and
18%
feel
positivelytowards
Bitburger
versus
33%
and
20%.
Socurrently,forBitburger,
Baby
Boomers
connect
most
with
theirbrandcompared
tothe
industryingeneral.13%Gen
ZMillennialsGen
XBaby
BoomerBrand
enthusiastIndustryuser6Notes:“How
oldareyou?”;Single
Pick;“When
it
comestobeer,which
ofthe
following
brands
do
you
like?”;Multi
Pick;Base:
n=310,
Bitburgerenthusiast,
n=963,
beerdrinkersConsumer
Insights
Global,
asofMarch2024Sources:Bitburger
generally
appeals
to
men
more
than
womenBrand
profile:
consumer
demographics
(2/3)GenderTheGender
splitbetween
brandenthusiastsof
Bitburger
shows
men
aremore
likely
tohaveanaffinity
with
thebrandover
women.LGBTQIA+statusUnderstanding
and
respecting
thediverse
needsandidentitiesof8%8%consumers
is
becoming
more
and
moreimportant,notjustfrom
asensitivitypointof
view,
but
also
fromrecognizingpotential
businessopportunities
thatcome
withinclusivity
and
diversity.
Andcurrently,
Bitburger
hasasimilarproportion
of
LGBTQIA+
consumerswhen
compared
tothe
industryuser
ingeneral.43%57%45%55%56%
ofmen
likeBitburger
compared
to43%
ofwomen,
whereas
theindustryaverage
forbeer
drinkers
shows
55%
ofmen
drink
beer
compared
to45%
ofwomen.87%86%8%
of
Bitburgerenthusiastsconsiderthemselves
to
bepartof
the
LGBTQIA+community
compared
to8%
amongbeer
drinkers
overall.5%6%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=310,
Bitburger
enthusiast,n=963,
beer
drinkersSources:Consumer
Insights
Global,
asofMarch2024Among
Bitburger
enthusiasts,
40%
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.25%26%Single38%30%28%40%CoupleSingleparentNuclear40%
ofBitburger
enthusiastsarefrom
ahigh-income
household,
while
the
sharefortheindustryusersis
38%.Bitburger’s
brand
is
generally
enjoyedbyconsumers
who
arepartof
acouplehousehold,
30%
ofBitburgerenthusiastshavethiscurrent
livingsituationcompared
to
28%
of
beerdrinkers
generally.6%8%25%25%31%32%29%Multi-generational1%1%9%10%30%ExtendedOther3%2%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=310,
Bitburgerenthusiast,
n=963,
beerdrinkersConsumer
Insights
Global,
asofMarch2024Sources:Among
Bitburger
fans,
30%
claim
that
beer
products
are
part
of
their
everydaylifeBrand
profile:
attitudesWhat
doconsumersthink
ofbeeringeneral?35%
ofconsumers
wholike
Bitburgersay
they
arewell
informed
when
itcomes
to
beer
and
28%
of
theseuserssaythattheycan’timagine
theirlifewithout
beer.
Thiscompares
toanindustryvalueof
30%
and
22%,respectively.How
doespriceaffect
theirdecision?16%
ofconsumers
wholike
Bitburgersay
alow
price
ismore
important
thanhighquality
when
itcomes
tobeer,compared
to
anindustryvalueof14%.Do
consumerstrusttheirbeer?Relying
onbrandsconsumers
knowandtrustwhen
itcomes
tobeer
isimportant
to46%
ofconsumers
who
likeBitburger,
compared
to
theindustryvalueof38%.Do
beerproductsneed
to
innovateto
stay
relevant?38%
ofconsumers
wholike
Bitburgersay
beer
products
excite
themwith
38%
confirming
they
liketotryoutnew
and
innovative
beer
products.
Forthegeneral
industryuser,
this
is
28%
and
31%,
respectively.How
important
issustainability
toconsumers?According
to28%
ofconsumers
who
likeBitburger,
sustainabilityisimportant
when
itcomes
tobeer,
comparedtothe
industryvalueof
21%.9Notes:“Which
ofthese
statements
about
beerdo
youagreewith?”;
Multi
Pick;“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:n=310,
Bitburger
enthusiast,
n=963,
beerdrinkersSources:Consumer
Insights
Global,
asofMarch2024CHAPTER
02Brand
KPIs
&
benchmarkingInthischapter,youcansee
howabrandperforms
againsttheirmaincompetitors
inthe
marketplace.Thissection
allows
benchmarking
ofthekey
performance
indicatorsfrom
the
brandprofile
againsttheindustryasawhole
andotherindustryleaders.1072%
ofBitburger
drinkers
display
loyalty
towards
the
brandBrand
KPIs
&benchmarking:
IndustrycomparisonBrand
performance
withinthebeermarketWhen
itcomes
to
beer,
theaverage
awareness
of
abrandinGermany
is75%.
Awareness
ofBitburger,however,
is
at88%.Awareness28%
ofGerman
beer
drinkers
saytheylikeBitburger,compared
to
anaverage
beer
brand
popularity
of23%.24%
ofbeer
drinkers
inGermany
saythey
drinkBitburger,
with
the
average
consumption
of
abrandat18%.BuzzPopularity72%
ofBitburger
drinkers
say
theywould
consume
thebrandagaincompared
toanaverage
loyalty
score
of78%.Bitburger
hasbeen
seen
more
inthemedia
than
otherbrands,with
a“Buzz”score
of
25%
compared
to15%.LoyaltyBitburgerUsageSooverall,
the
results
showtheir
performance
tobeabove
average
compared
to
theindustry.Industryaverage11
Notes:Sources:Beer‘awareness’,‘popularity’,
‘usage’,‘loyalty’
and
‘buzz’
by
brand;
Multi
pick;
Base:n=1,250,
all
respondents
(awareness),
n=1,104,
respondents
who
know
the
individual
brand
(popularity),
n=1,104,
respondents
who
knowthe
individual
brand
(consumption),
n=263,
respondents
who
have
consumed
the
individual
brand
(loyalty),
n=1,104,
respondents
who
know
the
individual
brand
(buzz)Consumer
Insights
Global,
asofMarch2024Bitburger
ranks
third
in
awareness
within
the
beer
marketBrand
KPIs
&benchmarking:
awarenessSummaryAwarenessofBitburgerRank#
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.1Krombacher91%89%88%88%86%84%83%83%83%81%12%2Beck's3BitburgerWarsteinerRadebergerPaulanerVeltins45Usingtheconcept
of
aided
brand
recognition,
showingrespondents
both
thebrand’slogo
andthewrittenbrandname,we
asked:
“Doyou
know
thisbrand,
evenifonly
byname?”.678KönigPilsnerHeinekenJeverOutofallrespondents,
88%
were
aware
of
Bitburger.Thisranksthemthirdcompared
tootherbrandssurveyed
inthismarket.88%N/A9Awareness1012
Notes:Sources:“Doyouknow
this
brand,
evenif
only
by
name?”;Multi
Pick;
Base:
n=1,250,
all
respondents
(awareness)Consumer
Insights
Global,
asofMarch2024The
popularity
rating
of
Bitburger
is
28%Brand
KPIs
&benchmarking:
popularitySummaryPopularity
ofBitburgerRank#
BrandPopularity%ThepopularityKPIisagreat
indicatorof
brandperception
fromcurrent
and
potential
futurecustomers.
Thesocial
proof
provided
byahigh
scorecansignifyhow
trustworthy
abrandisandinfluenceconsumer
engagement.
Brandswith
alarge
engagedfollowing
canoften
enjoy
higherlevels
of
advocacyandloyalty.1Krombacher34%33%30%28%26%26%26%25%25%23%2Beck's28%3AugustinerBitburgerHeinekenErdingerPaulanerWarsteinerCorona4Outofconsumers
who
knew
thebrand,
28%
saidtheyliked
Bitburger.
Thisranksthemfourthcompared
toother
brandssurveyed
inthismarket.56772%89PopularityN/A10Astra13
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
do
youlike?”;Multi
Pick;Base:
n=1,104,
respondents
who
know
the
individual
brand
(popularity)Consumer
Insights
Global,
asofMarch2024Bitburger
ranks
fourth
in
consumptionBrand
KPIs
&benchmarking:
consumptionSummaryConsumption
ofBitburgerRank#
BrandUsage
%28%Afterpopularity,we
want
tocover
thevalueactiongapsotounderstandifthebrandwas
alsobeingconsumed,
we
asked
each
respondent:
“Whenitcomes
to
beer,
which
ofthefollowing
brandshaveyouconsumed
inthepast12
months?”.1Beck's24%2KrombacherAugustinerBitburgerErdingerCorona28%328%Outofconsumers
who
knew
thebrand,
24%
saidtheyconsumed
Bitburger.
Thisranksthemfourthcompared
to
other
brandssurveyed
inthismarket.424%522%621%7HeinekenWarsteinerAstra20%76%819%919%UsageN/A10Paulaner18%14
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
have
youconsumed
in
the
past12
months?”;
Multi
Pick;
Base:
n=1,104,
respondents
who
know
the
individual
brand
(consumption)Consumer
Insights
Global,
asofMarch2024Interms
of
loyalty,
Bitburger
is
outside
the
Top
10
in
GermanyBrand
KPIs
&benchmarking:
loyaltySummaryLoyalty
ofBitburger’sconsumersRank#
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.1Veltins2KrombacherAstra83%28%382%4ErdingerTyskie82%581%6Pilsner
UrquellPaulanerRothaus80%Tomeasure
the
loyalty
of
theseconsumers
we
askeach
respondent:
“When
itcomes
to
beer,
which
ofthefollowing
brandsare
you
likely
toconsume
againinthe
future?”.780%72%879%9WarsteinerRadeberger79%Outofrespondents
whohaveconsumed
Bitburger,72%
saidthey
would
usethebrand
again.LoyaltyN/A1079%15
Notes:Sources:“When
it
comesto
beer,which
ofthe
following
brands
are
youlikely
toconsume
again
in
the
future?”;
Multi
Pick;Base:
n=263,
respondents
who
have
consumed
the
individual
brand
(loyalty)Consumer
Insights
Global,
asofMarch2024Bitburger
has
a
score
of
25%
for
media
buzzBrand
KPIs
&benchmarking:
buzzSummaryBuzzofBitburgerRank#
BrandBuzz%28%Isthebrand
hot
or
not?Isitcausingastirinthemediaandonline,tofind
thisoutwe
asked
each
respondent:“Whichof
thefollowing
brandshaveyounoticed
inthemedia,on
social
media,or
inadvertising
inthepast3months?”.1Krombacher2Beck's26%25%3BitburgerCoronaPaulanerJever25%Outofconsumers
who
knew
thebrand,
25%
saidtheyhadheardaboutBitburger
inthemedia.
Thisranksthemthirdcompared
toother
brandssurveyed
inthismarket.420%519%619%7ErdingerAstra17%75%816%9HeinekenRadeberger15%BuzzN/A1014%16
Notes:Sources:“Which
ofthe
following
brands
have
younoticed
in
the
media,
onsocial
media,
orin
advertising
in
the
past3months?”;
Multi
Pick;
Base:
n=1,104,
respondents
who
know
the
individual
brand
(Buzz)Consumer
Insights
Global,
asofMarch2024CONSUMER
INSIGHTSUnderstand
what
drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer
Insights,
youget
access
tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.
Leverage
consumerinsightstomakedata-drivendecisions
andunlocknewgrow
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