Brand KPIs for ready-made-food De Marchi in Brazil-外文版培训课件（2025.2）

Brand

KPIs

for

ready-made-food:

DeMarchi

in

BrazilConsumer

Insights

reportDecember

2024CONSUMER

&

BRANDThe

reportThis

report

has

been

created

using

the

data

fromStatista’s

Consumer

Insights

Brand

KPIs.

The

reportprovides

you

with

key

consumer

insights

andbenchmarks

for

a

brand’s

performance

against

theindustry

overall

and

their

competitors.Our

data

allows

you

to

measure

each

brand’s

positionin

the

marketby

creating

a

profile

using

Statista’s

5key

performance

indicators.

Which

are:

awareness,popularity,

consumption,

loyalty,

and

media

buzz.This

report

is

based

onDe

Marchi’s

performance

inthe

ready-made-food

market.If

you

would

liketofind

out

more

about

the

ConsumerInsights

at

Statista

or

the

Brand

Profiler,

please

click

the

link

below.MethodologyDesign:

Online

SurveyDuration:

approx.

15

minutesLanguage:

official

language(s)

of

each

country

withAmerican

English

offered

as

an

alternativeRegions:

Brazil,

Germany,

India,

Mexico,

U.S.

and

UKNumber

of

respondents:

approx.

7500Sample:

Internet

users,

aged

18

-

64,

quotas

set

ongender

and

ageFieldwork:

April-July

20242

Notes:

For

this

report

“Usage”

indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Introduction:

study

detailsDiscover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

market

impactHowdoes

the

brand

perform

in

the

market?De

Marchi

ranks

outside

the

Top

10

in

awarenesswithin

the

ready-made-food

marketThe

popularity

rating

of

DeMarchiis26%De

Marchi

ranks

outside

the

Top

10

in

consumptionIn

terms

of

loyalty,

De

Marchi

is

eighth

in

BrazilDe

Marchi

has

a

score

of

16%

for

media

buzz3Introduction:key

insights86%

of

De

Marchi

consumers

display

loyalty

towards

the

brandWho

does

the

brand

appealto?De

Marchi’s

branding

resonates

more

with

Gen

XDe

Marchi

generallyappeals

to

women

more

thanmenAmong

De

Marchi

enthusiasts,

48%

fall

under

thehigh-income

categoryConsumers

want

their

ready-made-food

brands

tohave

reliability,

honesty

/

trustworthiness,

andauthenticitySources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile4CHAPTER

01In

this

section,

we

show

the

demographics

and

attitudes

of

consumers

who

say

they

like

this

brand

versus

the

share

of

industry

users.

The

chapter

aims

to

bring

clarity

to

companies

who

want

to

know

whotheir

branding

is

currently

appealing

to

and

what

they

think

about

the

industry.Brand

performance

ofDeMarchi

in

Brazil5

Notes:

Ready-made-food

‘awareness’,

‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=279,

respondents

who

know

the

individual

brand

(popularity),

n=279,Brand

profile:

snapshotLoyalty

is

the

highest

scoring

KPI

for

De

Marchi

at

86%AwarenessPopularityUsageLoyaltyBuzz22%26%23%86%16%respondents

who

knowthe

individual

brand(consumption),

n=63,

respondentswho

have

consumed

the

individual

brand(loyalty),

n=279,

respondents

who

knowthe

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Share

of

generations40%

40%Measuring

attitudes

and

opinions

among

generationshelps

identify

your

target

audience

for

your

nextcampaigns.With

that

in

mind,

when

looking

at

the

share

ofconsumers

who

like

DeMarchi

by

generation

versusthe

share

of

industry

users

in

general,

we

can

see

thatDe

Marchi

is

liked

by

1%

of

Baby

boomers

and

30%

ofGen

Xers,

whereas

the

total

share

of

industry

users

is4%

and

27%,respectively.For

Millennials

and

Gen

Z,

40%

and

29%

feel

positivelytowards

De

Marchi,

versus

40%

and

29%.

So

currently,for

De

Marchi,

Gen

X

connects

most

with

their

brandcomparedto

the

overall

industry

user.Brand

profile:

consumer

demographics

(1/3)De

Marchi’s

branding

resonates

more

with

Gen

XGen

ZMillennialsBrand

enthusiast29%

29%30%27%4%1%Gen

X BabyBoomerIndustry

user6Notes:

“How

old

are

you?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=73,

De

Marchi

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024GenderThe

Gender

split

between

brandenthusiasts

of

De

Marchi

shows

thatwomen

are

more

likely

to

have

anaffinity

with

the

brand

compared

tomen.60%of

women

like

De

Marchi

comparedto

40%

of

men,

whereasfor

the

overallindustry,

51%

of

women

consume

ready-made-food

compared

to

49%

of

men.LGBTQIA+

statusUnderstanding

and

respecting

thediverse

needs

and

identities

ofconsumers

is

becoming

more

and

moreimportant,

not

just

froma

sensitivitypoint

of

view,

but

also

from

recognizingpotential

business

opportunities

thatcome

with

inclusivity

and

diversity.

Andcurrently,

De

Marchi

has

a

lowerproportion

of

LGBTQIA+

consumerswhen

compared

to

the

industry

users

ingeneral.8%

of

De

Marchi

enthusiasts

considerthemselves

to

be

part

of

the

LGBTQIA+community

compared

to

10%

amongindustry

users

overall.Brand

profile:

consumer

demographics

(2/3)De

Marchi

generally

appeals

to

women

more

than

men40%49%60%51%89%88%8%10%Brand

enthusiastYes

NoIndustry

userNot

givenBrand

enthusiastFemaleIndustry

userMale7Notes:

“What

is

your

gender?”;

Single

Pick;

“Do

you

consider

yourself

part

of

the

LGBTQ+

community?”;

Single

Pick;

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=73,De

Marchienthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024The

chart

showsthe

householdtype,taking

into

account

factors

such

ashousehold

size,

family

structure,

andthe

number

of

children.De

Marchi’s

brand

is

generallyenjoyedmore

by

consumers

who

are

part

of

anuclear

household,

49%

of

De

Marchienthusiasts

have

this

currentlivingsituation.Household

incomeHousehold

type8

Notes:

Recode

based

on

’’Monthly/annual

household

income

(local

currency)’’;

Single

Pick;

Typology

based

on

’’householdsize’’,

’’householdconstellation’’

and

’’childrenunder

the

age

of

14

in

household’’;

Single

Pick;

“When

it

comesBrand

profile:

consumer

demographics

(3/3)Among

De

Marchi

enthusiasts,

48%

fall

under

the

high-income

category23%35%29%34%48%31%Brand

enthusiastIndustry

userHighMedium

LowSingleCoupleSingle

parentNuclearMulti-generationalExtended1%8%10%14%10%8%49%36%7%8%18%23%Other5%3%Brand

enthusiastto

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=73,

De

Marchi

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Industry

userThe

graph

illustrates

the

annualhousehold

income

distribution

amongenthusiasts

of

the

brand

and

consumerswithin

the

industry.48%

of

De

Marchi

enthusiasts

are

fromhigh-income

households.For

ready-made-food,

the

top

threequalities

consumers

wantfrom

a

brandare

reliability,

honesty

/

trustworthiness,and

authenticity.De

Marchi

consumers

also

appreciatethese

key

attributes,

indicating

DeMarchi

exudes

these

qualities.The

qualities

that

De

Marchi

enthusiastsare

least

focused

onare

high

value

andthrill

/

excitement.De

Marchi

should

work

on

promotingfriendliness

to

convert

enthusiasts

intoowners.9

Notes:

“When

it

comes

to

ready-made-food,

which

of

these

aspects

are

most

important

to

you?”;

Multi

Pick;

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

“When

it

comes

to

ready-

made-food,

which

of

the

following

brands

have

you

consumed

in

the

past

12

months?”;

Multi

Pick;

Base:

n=63,

De

Marchi

consumers’,

n=73,

De

Marchi

enthusiast,

n=1,183,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

qualitiesConsumers

want

their

ready-made-food

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticity80%60%40%20%0%Qualities

consumers

want

fromready-made-food

brandsAuthenticityBoldnessClevernessCoolnessExclusivityFriendlinessHigh

valueHonesty

/trustworthinessInclusivenessInnovationReliabilitySocialresponsibilitySustainabilityThrill

/

ExcitementIndustry

userBrand

enthusiastBrand

owner10

Notes:

“Which

of

these

statements

about

ready-made-food

do

you

agree

with?”;

Multi

Pick;

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=73,

De

Marchi

enthusiast,

n=1,183,ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

attitudesAmong

De

Marchi

fans,

59%

state

that

they

get

excited

about

ready-made-foodproductsWhatdo

consumers

thinkofready-made-food

in

general?Sustainability

isimportant

to

meI

value

a

low

priceover

high

qualityI

am

wellinformedI

rely

on

brands

I

know

and

trustI

get

excited

about

I

like

to

talk

aboutready-made-food

topics

relating

toproducts ready-made-food41%28%27%23%49%27%53%39%59%37%48%27%Brand

enthusiastIndustry

userBrand

KPIs

&

benchmarkingCHAPTER

02In

this

chapter,

you

can

see

how

a

brand

performs

against

their

main

competitorsin

the

marketplace.This

section

allows

benchmarking

of

the

key

performance

indicators

from

the

brand

profile

against

theindustry

as

a

whole

and

other

industry

leaders.11BrandIndustry

averageAwarenessPopularityUsageLoyaltyBuzzWhen

it

comes

to

ready-made-food,

the

averageawareness

of

a

brand

in

Brazil

is

59%.

Awareness

ofDe

Marchi,

however,

is

at

22%.26%of

Brazilian

ready-made-food

consumers

say

theylike

DeMarchi,

compared

to

an

industry

average

brandpopularity

of

44%.23%

of

industry

consumers

in

Brazil

say

they

consumeDe

Marchi,

with

the

average

consumption

of

a

brand

at

40%.86%

of

brand

consumers

say

they

would

consume

thebrand

again,

compared

to

an

average

loyalty

score

of85%.De

Marchi

has

been

noticed

less

in

the

mediacomparedtoother

brands,

with

a

“Buzz”

score

of

16%comparedto

27%.So

overall,

the

results

show

their

performance

to

bebelow

average

compared

to

the

industry.12

Notes:

Ready-made-food

‘awareness’,

‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=279,

respondents

who

know

the

individual

brand

(popularity),

n=279,respondents

who

knowthe

individual

brand(consumption),

n=63,

respondentswho

have

consumed

the

individual

brand(loyalty),

n=279,

respondents

who

knowthe

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

KPIs

&

benchmarking:

Industry

comparison86%

of

De

Marchi

consumers

display

loyalty

towards

the

brandBrand

performanceSummaryDriving

recognition

will

lead

togrowing

your

customerbaseand

measuring

brand

awareness

is

a

keycomponent

to

achieve

this.

With

this

score,

you

cangauge

the

current

market

presence

of

a

brand,understand

the

brand’s

visibility,

competitiveness,

andrecognition

among

their

target

audience.

Further

tothis,

it

is

a

perfect

way

to

assess

yourcurrent

marketing

strategies.Using

the

concept

of

aidedbrand

recognition,

showingrespondents

both

the

brand’s

logo

and

thewrittenbrand

name,

we

asked:

“Do

you

know

this

brand,

evenif

only

by

name?”.Outof

all

respondents,

22%

were

aware

of

De

Marchi.This

ranks

them

outside

theTop

10

compared

to

otherbrands

surveyed

in

this

market.Awareness

of

De

MarchiBrand

KPIs

&

benchmarking:

awarenessDe

Marchi

ranks

outside

the

Top

10

in

awarenesswithin

the

ready-made-foodmarketRank

#BrandAwareness

%1Perdigão97%2Sadia97%3Seara97%4Maggi89%5Knorr85%6Kitano81%7Catupiry72%8Swift69%9Pif

Paf48%10Bem

Brasil43%22%78%Awareness13Notes:

“Do

you

know

this

brand,

even

if

only

by

name?”;

Multi

Pick;

Base:

n=1,244,all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ASummaryThe

popularity

KPI

is

a

great

indicator

of

brandperception

among

current

and

potential

futurecustomers.

Thesocial

proof

provided

by

ahigh

scorecan

signify

how

trustworthy

a

brand

is

and

influenceconsumer

engagement.

Brands

with

a

large

engagedfollowing

can

often

enjoy

higher

levels

of

advocacyand

loyalty.Out

of

consumers

who

knew

the

brand,

26%

said

theyliked

De

Marchi.

This

ranks

them

outside

the

Top

10compared

to

otherbrands

surveyed

in

this

market.Popularity

of

De

MarchiBrand

KPIs

&

benchmarking:

popularityThe

popularity

rating

of

De

Marchi

is

26%26%74%Popularity14Notes:

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=279,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandPopularity

%1Sadia82%2Perdigão78%3Seara75%4Catupiry56%5Bem

Brasil48%6Knorr43%7Swift43%8Maggi42%9Pif

Paf41%10Kitano34%SummaryAfter

popularity,

we

wantto

cover

the

value

action

gapso

to

understand

if

the

brand

was

also

beingconsumed,

we

asked

each

respondent:

“When

it

comes

to

ready-made-food,

which

of

the

followingbrands

have

you

consumed

in

the

past

12

months?”.Out

of

consumers

who

knew

the

brand,

23%

said

theyconsumed

De

Marchi.

This

ranks

them

outside

the

Top10

compared

to

other

brands

surveyed

in

this

market.Consumption

of

De

MarchiBrand

KPIs

&

benchmarking:

consumptionDe

Marchi

ranks

outside

the

Top

10

in

consumption23%77%Usage15Notes:

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

have

you

consumed

in

the

past

12

months?”;

Multi

Pick;

Base:

n=279,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandUsage

%1Sadia80%2Perdigão73%3Seara72%4Catupiry48%5Bem

Brasil47%6Knorr39%7Pif

Paf36%8Maggi35%9Swift34%10Kitano29%SummaryAfter

ascertaining

the

consumption

of

a

brand

in

thelast

12

months,

the

next

most

important

indicator

isbrand

loyalty.

This

score

allows

us

to

establish

whether

a

brand

is

performing

well

in

regard

tocustomer

retention.

Measuring

brand

loyaltyestablishes

a

clear

feedback

loop

with

customers,providing

valuable

insights

into

customer

satisfactionand

preferences.

It

is

alsoa

powerful

predictor

to

helpguide

marketingstrategies

and

forecast

future

salesand

revenue

more

accurately.To

measure

the

loyalty

of

these

consumers

we

ask

each

respondent:

“When

it

comes

to

ready-made-food,which

of

the

following

brands

are

you

likely

to

consume

again

in

the

future?”.Out

of

respondents

whohaveconsumed

DeMarchi,86%

said

they

would

consume

the

brand

again.Loyalty

of

De

Marchi’s

consumersBrand

KPIs

&

benchmarking:

loyaltyIn

terms

of

loyalty,

De

Marchi

is

eighth

in

Brazil86%14%Loyalty16Notes:

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

are

you

likely

to

consume

again

in

the

future?”;

Multi

Pick;

Base:

n=63,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandLoyalty

%1Sadia91%2Perdigão89%3Catupiry88%4Seara88%5Vapza87%6Swift86%7D'Aucy86%8Bem

Brasil86%9De

Marchi86%10Plant

Plus

Foods84%SummaryIs

the

brand

hot

or

not?

Is

it

causing

a

stir

in

the

mediaand

online,

to

find

this

out

we

asked

each

respondent:“Which

ofthe

following

brands

have

you

noticed

in

themedia,

on

social

media,

or

in

advertising

in

the

past

3months?”.Out

of

consumers

who

knew

the

brand,

16%

said

theyhad

heard

about

De

Marchi

in

the

media.

This

ranksthem

tenth

compared

to

other

brands

surveyed

in

thismarket.Buzz

ofDeMarchiBrand

KPIs

&

benchmarking:

buzzDe

Marchi

has

a

score

of

16%

for

media

buzz16%84%BuzzN/ARank

#BrandBuzz

%1Sadia65%2Perdigão59%3Seara56%4Bem

Brasil27%5Knorr25%6Swift25%7Maggi22%8Pif

Paf19%9Catupiry18%10De

Marchi16%17Notes:

“Which

of

the

following

brands

have

you

noticed

in

the

media,

on

social

media,

or

in

advertising

in

the

past

3

months?”;

Multi

Pick;

Base:

n=279,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Gain

a

better

understanding

of

consumers,

brands,

and

markets.With

the

Statista

Consumer

Insights,

you

get

access

tostreamlined

market

research

tools

and

all

results

of

the

exclusiveStatista

surveys.

Leverage

consumer

insights

to

make

data-drivendecisions

and

unlock

new

growth

opportunities.Understand

what

drivesconsumers2,000,000+interviews183.5bn+consumersrepresented500+topics

&industries15,000+internationalbrands56countries

&territoriesSTATI