Brand

KPIs

for

ready-made-food:Bird′s

Eye

in

the

United

StatesConsumer

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.Thisreport

is

basedon

Bird′s

Eye’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?Bird′s

Eye

ranks

outside

the

Top

10

in

awarenesswithin

the

ready-made-food

marketThe

popularity

rating

ofBird′s

Eye

is

48%Bird′s

Eye

ranks

eighth

in

consumptionIn

terms

of

loyalty,

Bird′s

Eye

is

tenth

in

the

UnitedStatesBird′s

Eye

has

a

score

of

24%

for

media

buzz3Introduction:key

insights83%

of

Bird′s

Eye

consumers

display

loyalty

towards

the

brandWho

does

the

brand

appealto?Bird′s

Eye’s

branding

resonates

more

with

Gen

XBird′s

Eye

generally

appeals

to

women

more

thanmenAmong

Bird′s

Eye

enthusiasts,

34%

fall

under

thehigh-income

categoryConsumers

want

their

ready-made-food

brands

tohave

high

value,

authenticity,

and

honesty/trustworthinessSources:

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

of

Bird′s

Eye

in

the

UnitedStates5

Notes:

Ready-made-food

‘awareness’,

‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=790,

respondents

who

know

the

individual

brand

(popularity),

n=790,Brand

profile:

snapshotLoyalty

is

the

highest

scoring

KPI

for

Bird′s

Eye

at

83%AwarenessPopularityUsageLoyaltyBuzz63%48%38%83%24%respondents

who

know

the

individual

brand

(consumption),

n=299,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=790,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Share

of

generationsMeasuring

attitudes

and

opinions

among

generationshelps

identify

your

target

audience

for

your

nextcampaigns.With

that

in

mind,

when

looking

at

the

share

ofconsumerswho

like

Bird′s

Eye

by

generation

versus

the

share

of

industry

users

in

general,

we

can

see

thatBird′s

Eyeisliked

by

14%

of

Baby

boomers

and

38%

ofGen

Xers,

whereas

the

total

share

of

industry

users

is11%

and

28%,respectively.For

Millennials

and

Gen

Z,

33%

and

15%

feel

positivelytowards

Bird′s

Eye,

versus

36%

and

25%.

So

currently,for

Bird′s

Eye,Gen

X

connects

most

with

their

brandcomparedto

the

overall

industry

user.Brand

profile:

consumer

demographics

(1/3)Bird′s

Eye’s

branding

resonates

more

with

Gen

XGen

ZMillennialsBrand

enthusiast15%25%33%36%38%28%14%11%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=377,

Bird′s

Eye

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024GenderThe

Gender

split

between

brandenthusiastsof

Bird′s

Eye

shows

thatwomen

are

more

likely

to

have

anaffinity

with

the

brand

compared

tomen.54%

of

women

like

Bird′s

Eyecomparedto

46%

of

men,

whereasfor

the

overallindustry,

50%

of

women

consume

ready-made-food

compared

to

50%

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,

Bird′s

Eye

has

a

lowerproportion

of

LGBTQIA+

consumerswhen

compared

to

the

industry

users

ingeneral.8%

of

Bird′s

Eye

enthusiasts

considerthemselves

to

be

part

of

the

LGBTQIA+community

compared

to

11%

amongindustry

users

overall.Brand

profile:

consumer

demographics

(2/3)Bird′s

Eye

generally

appeals

to

women

more

than

men46%50%54%50%91%87%8%11%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

followingbrands

do

you

like?”;

Multi

Pick;

Base:

n=377,

Bird′s

Eye

enthusiast,

n=1,143,

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.Bird′s

Eye’s

brand

is

generallyenjoyedmore

by

consumers

who

are

part

of

anuclear

household,

21%

of

Bird′s

Eyeenthusiasts

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

Bird′s

Eye

enthusiasts,

34%

fall

under

the

high-income

category28%32%38%37%34%31%Brand

enthusiastIndustry

userHighMedium

LowSingleCoupleSingle

parentNuclearMulti-generationalExtended22%24%20%18%11%11%21%16%5%4%14%19%Other7%7%Brand

enthusiastto

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=377,

Bird′s

Eye

enthusiast,

n=1,143,

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.34%

of

Bird′s

Eye

enthusiasts

are

fromhigh-income

households.For

ready-made-food,

the

top

threequalities

consumers

wantfrom

a

brandare

high

value,

authenticity,

and

honesty/

trustworthiness.Bird′s

Eye

consumers

also

appreciatethese

key

attributes,

indicating

Bird′sEye

exudes

these

qualities.The

qualities

that

Bird′s

Eye

enthusiastsare

least

focused

on

are

thrill

/excitement

and

inclusiveness.Bird′s

Eye

should

work

on

promotinghigh

value

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=299,

Bird′s

Eye

consumers’,

n=377,

Bird′s

Eye

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

qualitiesConsumers

want

their

ready-made-food

brands

to

have

high

value,

authenticity,and

honesty

/

trustworthiness0%20%60%Qualities

consumers

want

fromready-made-food

brandsAuthenticityCoolnessExclusivityFriendlinessHigh

valueHonesty

/trustworthinessInclusivenessInnovationSustainability

40%

ClevernessThrill

/

Excitement

BoldnessReliabilitySocialresponsibilityIndustry

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=377,

Bird′s

Eye

enthusiast,

n=1,143,

ready-made-food

consumersSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

profile:

attitudesAmong

Bird′s

Eye

fans,

31%

state

that

they

get

excited

about

ready-made-foodproductsSustainability

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-food31%28%24%22%28%25%Whatdo

consumers

thinkofready-made-food

in

general?49%43%31%28%20%17%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

averageawarenessof

a

brand

in

the

United

States

is

62%.Awareness

of

Bird′s

Eye,

however,

is

at

63%.48%

of

U.S.

ready-made-food

consumers

say

they

likeBird′s

Eye,

compared

to

an

industry

average

brandpopularity

of

40%.38%of

industry

consumers

in

the

United

States

saythey

consume

Bird′sEye,

withthe

averageconsumption

of

abrand

at

34%.83%

of

brand

consumers

say

they

would

consume

thebrand

again,

compared

to

an

average

loyalty

score

of81%.Bird′s

Eye

has

been

noticed

more

in

the

mediacomparedtoother

brands,

with

a

“Buzz”

score

of

24%comparedto

20%.So

overall,

the

results

show

their

performance

to

beaboveaveragecompared

to

theindustry.12

Notes:

Ready-made-food

‘awareness’,

‘popularity’,

‘consumption’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=790,

respondents

who

know

the

individual

brand

(popularity),

n=790,respondents

who

know

the

individual

brand

(consumption),

n=299,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=790,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024Brand

KPIs

&

benchmarking:

Industry

comparison83%

of

Bird′s

Eye

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,

63%

were

aware

of

Bird′s

Eye.This

ranks

them

outside

theTop

10

compared

to

otherbrands

surveyed

in

this

market.Awareness

ofBird′s

EyeBrand

KPIs

&

benchmarking:

awarenessBird′s

Eye

ranks

outside

the

Top

10

in

awareness

within

the

ready-made-foodmarketRank

#BrandAwareness

%1Kraft90%2Campbell's87%3PaneraBread85%4Chef

Boyardee84%5Stouffer's83%6Banquet79%7Lean

Cuisine75%8Healthy

Choice75%9Hormel74%10Marie

Callender's73%63%37%Awareness13Notes:

“Do

you

know

this

brand,

even

if

only

by

name?”;

Multi

Pick;

Base:

n=1,249,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,

48%

said

theyliked

Bird′s

Eye.

This

ranks

them

seventh

compared

toother

brands

surveyed

in

this

market.Popularity

of

Bird′s

EyeBrand

KPIs

&

benchmarking:

popularityThe

popularity

rating

of

Bird′s

Eye

is

48%48%52%Popularity14Notes:

“When

it

comes

to

ready-made-food,

which

of

the

following

brands

do

you

like?”;

Multi

Pick;

Base:

n=790,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandPopularity

%1Campbell's58%2Kraft53%3Stouffer's50%4Banquet50%5Marie

Callender's49%6Chef

Boyardee49%7Bird′s

Eye48%8Maruchan43%9Knorr42%10Healthy

Choice39%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,

38%

said

theyconsumed

Bird′s

Eye.

This

ranks

them

eighthcompared

to

otherbrands

surveyed

in

this

market.Consumption

of

Bird′s

EyeBrand

KPIs

&

benchmarking:

consumptionBird′s

Eye

ranks

eighth

in

consumption38%62%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=790,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandUsage

%1Campbell's51%2Kraft46%3Banquet45%4Maruchan43%5Stouffer's42%6Chef

Boyardee41%7Marie

Callender's40%8Bird′s

Eye38%9Knorr36%10Healthy

Choice32%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

who

have

consumed

Bird′s

Eye,83%

said

they

would

consume

the

brand

again.Loyalty

of

Bird′s

Eye’s

consumersBrand

KPIs

&

benchmarking:

loyaltyIn

terms

of

loyalty,

Bird′s

Eye

is

tenth

in

the

United

States83%17%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=299,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

as

ofDecember2024N/ARank

#BrandLoyalty

%1Stouffer's89%2Amy′s

Kitchen88%3Kraft86%4Chef

Boyardee86%5Maruchan86%6Banquet85%7Campbell's85%8PaneraBread84%9Marie

Callender's83%10Bird′s

Eye83%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,

24%

said

theyhad

heard

about

Bird′s

Eye

in

the

media.

This

ranksthemseventh

compared

to

otherbrands

surveyed

inthis

market.Buzz

of

Bird′sEyeBrand

KPIs

&

benchmarking:

buzzBird′s

Eye

has

a

score

of

24%

for

media

buzz24%76%BuzzN/ARank

#BrandBuzz

%1Campbell's34%2Kraft29%3Chef

Boyardee28%4Annie

Chun26%5PaneraBread26%6Banquet25%7Bird′s

Eye24%8Amy′s

Kitchen23%9Devour23%10Healthy

Choice21%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=790,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

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whatdrivesconsumers2,000,000+interviews183.5bn+consumersrepresented500+topics

&industries15,000+internationalbrands56c