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Yogurt Cup Market Studies
in Thailand in 2015
Date: 22 May 2015
Table of content
A. Research Background
B. Research Design
C. Respondent Profile
D. Key findings
E. Detail Findings:
1. Consumer Usage and Attitude
• Purchasing of yogurt cup habit .
• Consumption of yogurt cup habit
• Purpose of yogurt cup consumption
2. Brand Awareness and Brand usage
• Awareness of yogurt cup brands
• Brands ever consumed
• Brands are consumed in the past 1 month
• Brands most often consumed
2
A. Research background
3
• Healthy concerned are popular in Thailand. Thus, the trend is driving yogurt awareness as yogurt is perceived as a
healthy food. Currently, Thai people consume yogurt at 3 kgs/person/year; while Japanese people consume yogurt
10 kgs/person/year. Therefore the market is predicted to grow at around 5% annually with higher consumption
driving by new product launched by key players
• The market size of yogurt cup in Thailand is around THB 5,000 million in 2014. Dutchie is the market leader with
50% of the market share, followed by Activia 10%; Meiji 10% and Meiji Bulgaria 10%
• CP Meiji is launching premium yogurt in 2014 and make the aggressive marketing campaign, CP Meiji are claiming
that 80,000 – 100,000 of yogurt cup sales per day, and around 300,000 of yogurt cup sold during the campaign
The survey is conducted focus on following points:
■Consumer usage and attitude
• To examine the frequency of yogurt consumption in Thailand market.
• To understand the purpose of yogurt cup consumption as well as demanding among Thai people.
• To know the overall consumption habit to yogurt cup product.
■Brand awareness and Brand usage
• To measure the position of yogurt cup brands in Thai market nowadays.
• To know what are the main driven brands that most surveyed people recalls.
• To find out what are the strength and weakness of each yogurt cup brand business strategies.
B. Research design
4
Research Method Online research (Quantitative)
Fieldwork Period 2nd – 17th May 2015
Research Area Thailand (Nationwide)
Respondent Criteria Male & Female aged 16 and above, consuming yogurt cup at least once a month.
Sample Size 382 samples
Number of Questions 5 Screening questions and 14 Main Questions
Survey Content Screening: Yogurt cup purchasing in the past 3 months
Main Study:• Purchasing habit of yogurt cup • Behaviors of yogurt cup consumption • Brand awareness and Brand usage of yogurt cup
C. Respondent profile
5
■Gender (n=382) ■Age (n=382)
■Monthly household income (n=382)
50.050.0
Male
Female
38.2 38.2
24.0
17 - 24 years
old
25 - 34 years
old
35 years old
and above
42.7
35.3
22.0
Below 20,000 THB
20,001 - 50,000 THB
Above 50,000 THB
D. Key findings
6
■Consumer usage and attitude
• Frequency of yogurt cup consumption:
43.5% of the surveyed people consume Yogurt Cup everyday, while 43.7% and 12.8% consume it as per weekly andmonthly respectively.
• Consideration of yogurt cup:
There are 2 main reasons of yogurt consumption, which are Help digestive system (58.1%) and Has a good taste (58.1%).
• Chosen Place for consuming Yogurt Cup:
The most preferred place where people consume Yogurt cup is at their home (90.3%), and Their office (46.1%).
• Types of advertising source:
Advertisement on Television is the best source to make the respondent aware of Yogurt Cup with 71.7%.
• Main decision maker on Yogurt cup brand and Buyer:
Almost 90% of respondents are the brand decision maker and the purchaser of Yogurt cup product
• Place for buying yogurt cup:
Convenience Stores are the popular places where the respondents tend to buy Yogurt Cup the most with the high percentage up to 65.1%.
• Volume for the latest purchase :
More than 40% of the surveyed people prefer to buy 1 Cup of Yogurt product
D. Key findings (Cont.)
7
■Brand awareness and Brand usage
• Agreement rating of yogurt cup for consumption purpose:
There are 83.3% agreed that they consumed yogurt cup because it’s good for health purpose, followed by help digestive system with 79.3%, and stay in good shape for 60.3%.
• Awareness of Yogurt Cup Brand
Dutchie got the highest brand awareness among Yogurt Cup market with 98.4%. Apart from Dutchie, Activia is likely considered as 86.1%, followed by Meiji with 80.6%; as they are the key players in Yogurt Cup Market.
• Brand ever consumed
Dutchie still receive the highest percentage of brand ever consumed (89.8%), Activia receive 73.8% and Meiji receive 59.8%
• Brand consume in past 1 month
There are 77.7% of respondents are consumed Dutchie in past 1month, Actvia and Meiji are lower than Dutchie significantly; which is 46.7% consumed Activia and only 27% consumed Meiji,
• Brand consumed most often:
There are 62.8% consume Dutchie most often while the another 2 brands; activia and Meiji score very low at 19.1% and 10.2% respectively
■Consumer usage and attitude (Cont.)
E. Detail findings
8
1). Frequency of yogurt cup consumption
2). Consideration of yogurt cup
3). Chosen Place for consuming Yogurt Cup
4). Types of advertising source
5). Main decision maker on Yogurt cup brand and Buyer
6). Places for buying yogurt cup
7). Volume for the latest purchase
8). Agreement rating of yogurt cup for consumption purpose
A. Behavior and purchasing habit of Surveyed people On Yogurt Cup
E. Detail findings (Cont.)
9
1). Total Brand Awareness and Usage on Yogurt Cup
2). Yogurt Cup: Awareness and its Usage - by age groups
3). Yogurt Cup: Awareness and its Usage - by user types
B. Brand awareness and its usage
E. DETAIL FINDINGS:A. BEHAVIOR AND PURCHASING HABIT OF SURVEYED PEOPLE ON YOGURT CUP
Frequency of yogurt cup consumption Consideration of yogurt cup Chosen Place for consuming Yogurt Cup Types of advertising source Main decision maker on Yogurt cup brand and Buyer Place for buying yogurt cup Volume for the latest purchase Agreement rating of yogurt cup for consumption purpose
1.1 Frequency of yogurt cup consumption
11
3.7 5.81.6
11.05.5 3.3
9.2 9.48.9
11.0
9.77.7
22.323.6
20.9
23.3
24.8 35.2
15.214.1
16.2
6.86.2
5.56.3 5.2
7.39.6 17.2
20.9
26.7 25.1 28.321.9
26.915.4
9.7 9.9 9.4 12.37.6
6.67.1 6.8 7.3 4.1 2.1 5.5
TOTAL Male Female 17 - 24 yrs. 25 - 34 yrs. 35 yrs. or above
More than 3 times a day
2 - 3 times a day
once a day
5 - 6 times/ week
3 - 4 times/ week
1 - 2 times/ week
2 - 3 times/ month
once a month
Heavy user: daily consumption, at
least consumed once a day
Moderate user: weekly consumption, at least consumed once a
week
Light user:monthly consumption, at
least consumed once a month
TOTAL GENDER AGE GROUP
Heavy user 43.5 41.9 45.1 38.3 36.5 27.4
Moderate user 43.7 42.9 44.5 39.7 48.2 61.5
Light user 12.8 15.1 10.4 21.9 15.1 10.9
N 382 191 191 146 145 91
• There are similarity among gender and age group on frequency of Yogurt cup consumption.• 43.5% of the surveyed people consume Yogurt Cup everyday, while 43.7% and 12.8% consume it as per weekly and
monthly respectively.• For heavy user, the table showed that younger generation (17 – 34 years old) prefer to consume Yogurt cup more often than
old generation (35 years old or above) does by 13.3%.
Q. Please tell us how often do you consume yogurt cup? [SA]
(Unit: %)
12
58.1 58.1 56.8
31.2 29.6 28 25.9 24.9 23.6 23
Total
Help digestive system
Has a good taste
I Liked itReasonable
price
Intention to have good body shape
Beautiful skin
Eat as a dessert
Easy to be found in markets
Boost immune system
Low calories
Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.
Gender
Male 191 51.3 54.5 55.5 29.3 23.0 22.0 21.5 23.0 22.5 18.8
Female 191 64.9 61.8 58.1 33.0 36.1 34.0 30.4 26.7 24.6 27.2
Age group
17 – 24 years old 146 52.7 63.7 61.0 32.9 32.9 32.9 29.5 35.6 26.0 24.7
25 - 34 years old 145 62.8 60.0 53.1 30.3 29.7 30.3 22.1 23.4 16.6 23.4
35 years old or above 91 59.3 46.2 56.0 29.7 24.2 16.5 26.4 9.9 30.8 19.8
Household income
Below 20,000 THB 163 57.7 62.6 59.5 34.4 27.6 30.1 24.5 33.1 22.1 23.3
20,001 - 50,000 THB 135 58.5 52.6 55.6 29.6 31.1 28.1 28.1 19.3 21.5 23.7
Above 50,000 THB 84 58.3 58.3 53.6 27.4 31.0 23.8 25.0 17.9 29.8 21.4
User type
Heavy user 166 56.6 60.8 57.2 31.9 38.0 37.3 25.9 22.9 26.5 27.1
Moderate user 167 58.7 55.7 60.5 31.1 26.3 21.6 26.9 27.5 21.6 22.8
Light user 43 61.2 57.1 42.9 28.6 12.2 18.4 22.4 22.4 20.4 10.2
• “Help Digestive system” and “Has a good Taste” are the top 2 priority reasons why people choose to consume Yogurt Cup, with 58.1% each
• However, these two factors are aware among women than men, approximately by 60% and 50% respectively. • Yogurt cup taste is the reason the respondents; aged 17 – 24 years old care more 63.7%, while digestive system is more
concerned for respondents aged 25 – 34 years old
Q. Please tell us the reasons you consumed yogurt cup?
1.2 Consideration of yogurt cup
(Unit: %)
Percentage of 10% higher than total
13
90.3
46.128.5
19.9 14.7 14.75.8
TotalAt home At the office
On the way/Traveling
At parkAt ice-cream shop/ café
At restaurant Fitness
Per. Per. Per. Per. Per. Per. Per.
Gender
Male 191 88.0 37.2 27.2 20.4 15.2 16.2 5.2
Female 191 92.7 55.0 29.8 19.4 14.1 13.1 6.3
Age group
17 – 24 years old 146 92.5 46.6 34.2 30.8 20.5 19.9 6.2
25 - 34 years old 145 89.7 50.3 26.2 17.2 11.7 13.1 6.9
35 years old or above 91 87.9 38.5 23.1 6.6 9.9 8.8 3.3
Household income
Below 20,000 THB 163 92.6 44.2 29.4 22.7 17.8 17.2 4.9
20,001 - 50,000 THB 135 91.9 52.6 29.6 21.5 13.3 13.3 5.9
Above 50,000 THB 84 83.3 39.3 25.0 11.9 10.7 11.9 7.1
User type
Heavy user 166 92.8 51.2 30.7 24.1 17.5 19.3 8.4
Moderate user 167 88.0 46.1 29.3 19.8 13.8 12.0 4.2
Light user 43 89.8 28.6 18.4 6.1 8.2 8.2 2.0
• 90.3% of the surveyed people choose to consume yogurt cup at their “Home”. Following by “Office” with 46.1%, and “On the way/travelling” with 28.5%
• Compared by Gender Attribute, the table below presented that eating at home is aware by more women than men 4.7% and at the office by 17.8%.
• In addition, there is a significant difference among age group, especially aged 17 – 24 years old group. They give their priority on the Park for consuming Yogurt cup higher than other age groups which is around 30.8%
Q. Please tell us places where you consumed yogurt cup? [MA]
1.3 Chosen Place for consuming Yogurt Cup
(Unit: %)
Percentage of 10% higher than total
14
71.7
8.1 7.6 2.9 1.8 1.8 1.8 1.6 1.3 1.0 0.3
Total
Ad. on Television
The ads in super
markets / stores / malls
The banner of
information products in the street
Social media
(Facebook/
Instagram)
Activities discount store :
Advertising on buses
Ad. in newspapers / magazines
Ad. on radio
Product tested/ Free
coupon
Ad. on the
internet
Information from
relatives / friends
Per. Per. Per. Per. Per. Per. Per. Per. Per. Per. Per.
Gender
Male 191 69.6 9.4 7.3 3.1 1.0 2.6 1.6 3.1 .5 1.0 .5
Female 191 73.8 6.8 7.9 2.6 2.6 1.0 2.1 0.0 2.1 1.0 0.0
Age group
17 – 24 years old 146 74.0 4.8 6.2 4.8 0.0 .7 3.4 2.1 1.4 2.1 .7
25 - 34 years old 145 67.6 12.4 10.3 2.1 2.1 2.8 1.4 .7 .7 0.0 0.0
35 years old or above 91 74.7 6.6 5.5 1.1 4.4 2.2 0.0 2.2 2.2 1.1 0.0
Household income
Below 20,000 THB 163 71.8 6.7 8.0 4.3 1.2 2.5 1.2 1.2 .6 1.8 .6
20,001 - 50,000 THB 135 69.6 11.1 7.4 1.5 2.2 1.5 2.2 1.5 2.2 .7 0.0
Above 50,000 THB 84 75.0 6.0 7.1 2.4 2.4 1.2 2.4 2.4 1.2 0.0 0.0
User type
Heavy user 166 77.7 4.8 5.4 3.6 1.8 1.2 1.8 1.2 .6 1.2 .6
Moderate user 167 63.5 12.0 10.2 3.0 1.8 2.4 2.4 1.2 2.4 1.2 0.0
Light user 43 79.6 6.1 6.1 0.0 2.0 2.0 0.0 4.1 0.0 0.0 0.0
• “Advertising on Television” is the best way to promote Yogurt Cup Product with a significant higher percentage (71.7%) than other sources; for example; advertising via Supermarket/stores/malls with 8.1%. Thirdly is the banner of information products in the street, by 7.6%.
Q. Please tell us what type of source did you know yogurt cup brand most often? [SA]
1.4 Types of advertising source
(Unit: %)
Percentage of 10% higher than total
E. DETAIL FINDINGS:A. BEHAVIOR AND PURCHASING HABIT OF SURVEYED PEOPLE ON YOGURT CUP (CONT.)
Frequency of yogurt cup consumption Consideration of yogurt cup Chosen Place for consuming Yogurt Cup Types of advertising source
Main decision maker on Yogurt cup brand and Buyer Place for buying yogurt cup Volume for the latest purchase Agreement rating of yogurt cup for consumption purpose
16
89.5
4.2 1.8 1 2.4 1
Total
I choose brand and make a purchase
I choose the brand but I am
not a buyer
I do not choose the brand but I am a buyer
I did not choose the brand nor
buyer
I am the co-decision maker and I am the main buyer
I am the co-decision maker but I am not a
main buyer
Per. Per. Per. Per. Per. Per.
Gender
Male 191 84.3 6.3 2.6 1.6 4.2 1.0
Female 191 94.8 2.1 1.0 0.5 0.5 1.0
Age group
17 – 24 years old 146 86.3 6.2 1.4 2.7 2.1 1.4
25 - 34 years old 145 91.7 3.4 2.8 0.0 2.1 0.0
35 years old or above 91 91.2 2.2 1.1 0.0 3.3 2.2
Household income
Below 20,000 THB 163 89.6 4.3 1.8 1.2 2.5 .6
20,001 - 50,000 THB 135 89.6 3.7 1.5 .7 3.0 1.5
Above 50,000 THB 84 89.3 4.8 2.4 1.2 1.2 1.2
User type
Heavy user 166 92.8 3.0 1.8 0.0 1.8 .6
Moderate user 167 89.2 4.2 2.4 1.2 1.8 1.2
Light user 43 79.6 8.2 0.0 4.1 6.1 2.0
• Almost 90% of Yogurt cups consumers are the main decision maker on its brand and buy it by themselves.• However, there is higher percentage on female than male for who are the main decision maker and a buyer at around 10.5%.• Lastly, no significant is seen among Age group, Monthly Household Income, and User Types.
Q. Please indicate whether the following statement about yogurt cup suit you best ? [SA]
1.5 Main decision maker on Yogurt cup brand and Buyer
(Unit: %)
Percentage of 10% higher than total
17
65.1
13.7 11.7 7.8 1.7
TotalConvenience Stores Hypermarket Supermarket Grocery shop Others
Per. Per. Per. Per. Per.
Gender
Male 191 62.1 12.6 13.8 9.8 1.7
Female 191 67.9 14.7 9.8 6.0 1.6
Age group
17 – 24 years old 146 69.5 6.1 8.4 13.7 2.3
25 - 34 years old 145 71.4 11.4 10.7 5.0 1.4
35 years old or above 91 48.3 28.7 18.4 3.4 1.1
Household income
Below 20,000 THB 163 66.0 10.5 11.8 11.1 0.7
20,001 - 50,000 THB 135 63.0 18.9 11.0 5.5 1.6
Above 50,000 THB 84 66.7 11.5 12.8 5.1 3.8
User type
Heavy user 166 60.6 18.1 12.5 6.9 1.9
Moderate user 167 69.2 9.6 11.5 8.3 1.3
Light user 43 66.7 11.9 9.5 9.5 2.4
• “Convenience Stores” are the place most respondents prefer to buy Yogurt cup product. • Among total respondents, there are 65.1% who bought yogurt cup at convenience store, followed by Hypermarket with
13.7%, and Super Market with 11.7% • In the meanwhile, there is a significant difference among age groups which said that younger generation who aged less than
35 years old approximately 70% is purchasing at convenience stores than older generation (aged above 35 years old) around 48.3%
Q. Please tell us where do you purchased yogurt cup? [SA]
1.6 Places for buying Yogurt Cup
(Unit: %)
Percentage of 10% higher than total
18
41.6
18.7
6.7
26.3
2.2 4.5
• “1 Cup” of Yogurt is the most preferred with 41.6%.• Apart from 1 cup of Yogurt, 4 cups of Yogurt is considered by 26.3% followed by 2 cups of Yogurt at 18.7%.• 1 cup of Yogurt is more purchase among younger generation (48.9% of aged 17 – 24 years old; 41.4% of aged 25 – 34
years old than older generation (31%). Whereas, older generation prefer to buy 4 cups of Yogurt up to 43.7%.• In addition, heavy users will buy 4 cups at a time in their last purchase, while moderate user & light user have similar
percentage of purchase volume in their last purchase
Q. Please tell us how many cup of yogurt cup do you purchased in recent time? [SA]
1.7 Volume for the latest purchase
Total 1 cup 2 cups 3 cups 4 cups 5 cupsMore than 5
cups
Per. Per. Per. Per. Per. Per.
Gender
Male 174 40.2 17.8 9.2 25.3 1.7 5.7
Female 184 42.9 19.6 4.3 27.2 2.7 3.3
Age group
17 – 24 years old 131 48.9 19.1 10.7 14.5 1.5 5.3
25 - 34 years old 140 41.4 20.7 4.3 26.4 2.9 4.3
35 years old or above 87 31.0 14.9 4.6 43.7 2.3 3.4
Household income
Below 20,000 THB 153 44.4 20.9 5.9 23.5 .7 4.6
20,001 - 50,000 THB 127 38.6 18.1 9.4 26.8 3.1 3.9
Above 50,000 THB 78 41.0 15.4 3.8 30.8 3.8 5.1
User type
Heavy user 160 29.4 20.0 8.1 30.0 4.4 8.1
Moderate user 156 49.4 18.6 6.4 23.1 .6 1.9
Light user 42 59.5 14.3 2.4 23.8 0.0 0.0
(Unit: %)
Percentage of 10% higher than total
19
3.7
6.8
3.4
5.5
2.1
3.7
2.1
2.4
2.4
2.9
3.9
2.1
2.9
0.8
1
7.3
12
4.5
7.1
5.5
5.5
5
3.9
4.5
4.7
5.0
3.7
3.7
1.3
2.4
45.8
36.1
43.5
33.8
38.5
36.6
37.4
37.4
36.9
35.1
33.0
35.9
32.7
18.6
13.4
30.4
30.4
35.3
34.0
40.8
35.9
40.6
39.8
39.5
41.1
39.3
41.9
42.9
41.6
50.8
12.8
14.7
13.4
19.6
13.1
18.3
14.9
16.5
16.8
16.2
18.8
16.5
17.8
37.7
32.5
its building my muscle
I want to increase my appetize
the primary purpose of beauty
facial care
illness prevention
I want to get rid of abdominal fat
as food supplements
healthy bones
restore my health
its make my skin smooth
dieting
strengthen the immune system
stay in shape
help my digestion
the primary purpose of health care
Completely disagree Disagree Normal / No comments agree Completely agree
Total agree
83.3
79.3
60.7
58.4
58.1
57.3
56.3
56.3
55.5
54.2
53.9
53.7
48.7
45.1
43.2
• Consume Yogurt Cup for Good Health is well agreed by surveyed people with 83.3%.• Followed by Help digestion system with 79.3%, and Stay in shape with 60.7%.
Q. Please indicate your level of agreement to statements relating to the routine use following yogurt cup ? [Matrix SA]
1.8 Agreement rating of yogurt cup for consumption purpose
(Unit: %)
E. DETAIL FINDINGS:B. BRAND AWARENESS AND ITS USAGE
Total Brand Awareness and Usage on Yogurt Cup Yogurt Cup: Awareness and its Usage - by age groups Yogurt Cup: Awareness and its Usage - by user types
98.486.1 80.6
74.361.3
30.1
89.8
73.859.8
49.6
34.6
18.6
77.7
46.7
27.019.7
11.85.2
62.8
19.110.2
3.1 2.1 1.0
Dutchie Activia Meiji Foremost Betagen Richesse
21
15.712.0 11.8
6.3 5.83.4
7.65.5
1.8 2.9 2.4 1.31.6 1.3 0.5 1.6 1.0 0.30.5 0.5 0.3 0.3 0.0 0.0
Dairy home Yolida Bulgaria Yoplait Coraline Zottis
C = 48.5R = 20.7L = 33.2
Awareness Ever Consumed Consumed in past 1 month Most Often
• “Dutchie” is the most familiar brand of Yogurt Cup among the surveyed people.• 98.4% of total respondents selected Dutchie as their recalls. While Activia come next with 86.1% of the people aware of it,
followed by Meiji by 80.6%. In addition, the statistic present that Dutchie is also being the strongest brand among Yogurt cup competitor market with 91.2% of convention rate, 86.5% of Retention Rate, and 80.9% of Loyalty rate.
Q. Study on Brand Awareness & its Usage on Yogurt Cup: including Top of mind, Total awareness in percentage, ever consumed brand, past brand, and brand used most often.
2.1 Total Brand Awareness and Usage on Yogurt Cup
Conversion rate = among of respondents who aware and convert to tried ( Awareness & Ever consumed)Retention rate = among of respondents who ever tried and still consume in P1M ( Ever consumed & Consumed in P1M)Loyalty rate = among of respondents who consume in P1M and consume this brand most often. ( Consumed in P1M & consumed most often)
(Unit: %)
C = 91.2R = 86.5L = 80.9 C = 85.6
R = 63.3L = 40.9
C = 74.2R = 45.2L = 37.8
C = 66.7R = 39.7L = 16.0
C = 56.6R = 34.1L = 17.7
C = 61.9R = 28.2L = 19.9
C = 15.6R = 28.6L = 49.9
C = 46.0R = 54.5L = 16.6
C = 41.0R = 44.4L = 0.0
C = 38.6R = 20.0L = 0.0
98.685.6 77.4
89.073.1
55.2
80.0
42.824.1
63.7
19.99.6
22
• “Dutchie” is the Top Brand in mind among age groups to consume Yogurt Cup.• There is no significant difference among the top 3 brands of Yogurt cup that the respondents in each age group are aware of.
However, the Loyalty Rate of Meji user is lowest among the top 3 Yogurt cup brands (less than 40%). While the percentage of Convertion rate and Retention rate in each age group are not much differed from each others.
2.2 Yogurt Cup: Awareness and its Usage - by “Age Groups”
Conversion rate (C ) = among of respondents who aware and convert to tried ( Awareness & Ever consumed)Retention rate = among of respondents who ever tried and still consume in P1M ( Ever consumed & Consumed in P1M)Loyalty rate = among of respondents who consume in P1M and consume this brand most often. ( Consumed in P1M & consumed most often)
97.880.2 75.887.9
72.558.2
74.748.4
27.557.1
24.29.9
98.6 90.3 86.991.775.2 65.577.2
49.729.7
65.5
15.2 11.0
17-24 yrs.(n = 128)
25 - 34 yrs.(n = 127)
35 yrs. Or above(n = 127)
Q. Study on Brand Awareness & its Usage on Yogurt Cup: including Top of mind, Total awareness in percentage, ever consumed brand, past brand, and brand used most often.
(Unit: %)
C = 90.3R = 85.4L = 71.3
C = 89.9R = 58.5L = 43.7
C = 79.6R = 46.5L = 39.8
C = 90.3R = 83.3L = 75.4
C = 84.2R = 66.1L = 45.3
C = 84.8R = 30.6L = 37.0
C = 89.9R = 90.4L = 76.8
C = 85.0R = 66.8L = 47.3
C = 76.4R = 50.0L = 36.0
Dutchie Activia Meiji
Awareness Ever Consumed Consumed in past 1 month Most Often
97.082.5 79.588.0
71.7 62.776.5
53.638.0
59.0
21.712.0
23
• More than 95% of different type of Yogurt consumers, Dutchie come in the first place.• Apart from Dutchie, Activia is the second place to be aware of by 80%; and thirdly, Meji with 70% accordingly. • Among three types of Yogurt Cup users, the Retention Rate of Meiji is low among Heavy uers (40.4%) and Moderate users
(33.9%), whereas Activia get the low Retention Rate in light users as 56.2%. In addition, Activia is weekness in Loyalty Rate, among Moderate (34.4%) and light consumers (22.7%).
• Lastly, Meiji receive very low score loyalty rate (31.7%) in heavy users category
2.3 Yogurt Cup: Awareness and its Usage - by “User Types”
Conversion rate (C ) = among of respondents who aware and convert to tried ( Awareness & Ever consumed)Retention rate = among of respondents who ever tried and still consume in P1M ( Ever consumed & Consumed in P1M)Loyalty rate = among of respondents who consume in P1M and consume this brand most often. ( Consumed in P1M & consumed most often)
98.0 89.8 77.687.566.7
45.868.8
37.510.4
57.126.5
8.2
100.0 88.6 82.692.2 77.861.1
81.4
42.521
68.3
14.4 9
Heavy users(n=150)
Moderate users(n=156)
Light users(n=42)
Q. Study on Brand Awareness & its Usage on Yogurt Cup: including Top of mind, Total awareness in percentage, ever consumed brand, past brand, and brand used most often.
(Unit: %)
C = 90.7R = 86.9L = 78.8
C = 86.9R = 74.8L = 60.6
C = 77.1R = 40.4L = 31.7
C = 92.2R = 87.8L = 74.0
C = 88.3R = 54.6L = 34.4
C = 83.8R = 33.9L = 42.9
C = 89.3R = 74.3L = 59.0
C = 78.6R = 56.2L = 22.7
C = 83.1R = 70.7L = 78.8
Dutchie Activia Meiji
Awareness Ever Consumed Consumed in past 1 month Most Often
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