CONSUMER&

BRANDBrandKPIs

for

toys

&

babyonlineshops:

H-E-B

Baby

in

MexicoConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

H-E-B

Baby’sperformance

inthe

toys&baby

online

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202464%

of

H-E-B

Baby

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??H-E-B

Baby’sbrandingresonates

more

with?H-E-B

Baby

ranksseventh

inawareness

withintheMillennialstoys&babyonlineshop

market?H-E-B

Baby

generally

appealstowomen

and

menequally?Thepopularity

ratingof

H-E-B

Baby

is31%?H-E-B

Baby

ranksoutside

the

Top

10

inusage?Among

H-E-B

Baby

enthusiasts,40%

fallunderthehigh-income

category?Interms

of

loyalty,H-E-B

Babyis

outsidethe

Top

10

inMexico?Consumers

want

theirtoys&babyonlineshopbrandstohavereliability,

authenticity,and

honesty

/trustworthiness?H-E-B

Baby

hasascore

of20%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

H-E-B

Baby

at

64%Brand

profile:

snapshotBrand

performance

of

H-E-B

Baby

inMexico64%64%31%20%18%AwarenessPopularityUsageLoyaltyBuzz5Notes:Toys&baby

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=806,

respondents

who

know

the

individual

brand

(popularity),

n=806,respondents

who

know

the

individual

brand

(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=806,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H-E-B

Baby

’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeH-E-B

Babybygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatH-E-B

Babyisliked

by

3%

of

Baby

boomers

and21%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

22%,

respectively.36%33%22%21%ForMillennials

andGen

Z,

43%

and

33%

feel

positivelytowards

H-E-B

Baby,versus

39%

and36%.

So

currently,forH-E-B

Baby,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotoys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=249,

H-E-B

Baby

enthusiast,

n=1,092,

toys&

baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024H-E-B

Baby

generally

appeals

to

women

and

men

equallyBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

H-E-B

Babyshows

thatwomen

are

equally

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

H-E-B

Baby

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%51%49%50%

ofwomen

likeH-E-B

Babycompared

to

50%

of

men,whereas

forthe

overall

industry,51%

of

women

usetoys&babyonlineshopscompared

to49%

ofmen.92%89%6%

of

H-E-B

Baby

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

toys&baby

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=249,

H-E-BBaby

enthusiast,

n=1,092,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

H-E-B

Baby

enthusiasts,

40%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%7%Single33%40%12%12%CoupleSingleparentNuclear40%

ofH-E-B

Baby

enthusiastsarefromhigh-income

households.H-E-B

Baby’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

43%

of

H-E-B

Babyenthusiastshavethiscurrent

livingsituation.6%8%37%30%43%35%38%Multi-generational10%9%20%25%ExtendedOther22%2%4%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

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=249,

H-E-B

Baby

enthusiast,

n=1,092,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

toys

&

baby

online

shop

brands

to

have

reliability,authenticity,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

toys

&babyonlineshopbrandsFortoys&baby

online

shops,the

topthree

qualitiesusers

want

from

abrandarereliability,

authenticity,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%H-E-B

Babyusers

alsoappreciate

thesekey

attributes,indicating

H-E-B

Babyexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatH-E-B

Baby

enthusiastsareleast

focused

on

areboldness

andhighvalue.ReliabilityExclusivityH-E-B

Babyshould

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

toys

&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=149,

H-E-B

Baby

users’,n=249,

H-E-B

Babyenthusiast,

n=1,092,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

H-E-B

Baby

fans,

45%

state

that

they

get

excited

about

toys

&

babyonline

shopsBrand

profile:

attitudesWhat

doconsumersthink

oftoys

&babyonlineshopsin

general?53%45%43%37%32%31%30%25%24%23%20%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouttoys&baby

topicsrelating

toIget

excitedIliketotalkaboutonlineshopstoys&babyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

toys

&baby

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

toys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=249,

H-E-B

Babyenthusiast,

n=1,092,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1164%

of

H-E-B

Baby

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

toys&baby

online

shops,theaverage

awareness

of

abrandinMexico

is

62%.Awareness

ofH-E-B

Baby,however,

isat64%.Awareness31%

ofMexican

toys&baby

online

shopusers

saythey

likeH-E-B

Baby,compared

to

anindustryaveragebrandpopularityof

46%.18%

ofindustryusers

inMexico

saythey

useH-E-BBaby,withtheaverage

usageof

abrandat31%.BuzzPopularity64%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.H-E-B

Babyhasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of20%compared

to

35%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Toys&baby

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=806,

respondents

who

know

the

individual

brand

(popularity),

n=806,respondents

who

know

the

individual

brand

(usage),

n=149,

respondents

who

have

used

the

individual

brand

(loyalty),

n=806,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H-E-B

Baby

ranks

seventh

in

awareness

within

the

toys

&

baby

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofH-E-B

BabyRank#

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.1AmazonLEGO97%95%92%74%69%66%64%58%51%41%23TEMU36%4JuguetilandiaJuguetronMiniso5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.664%7H-E-B

BabyDistrollerCarter's8Outofallrespondents,

64%

were

aware

of

H-E-B

Baby.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10BabyCreysi13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

H-E-B

Baby

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofH-E-B

BabyRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1LEGO74%65%56%54%53%47%47%42%37%33%2AmazonMiniso31%34JuguetilandiaCarter'sJuguetronBabyCreysiTEMUOutofconsumers

who

knew

thebrand,

31%

saidtheyliked

H-E-B

Baby.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56769%89DistrollerInfantiPopularityN/A1014

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=806,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H-E-B

Baby

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofH-E-B

BabyRank#

BrandUsage

%55%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1AmazonLEGO18%252%3Miniso42%Outofconsumers

who

knew

thebrand,

18%

saidtheyused

H-E-B

Baby.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4TEMU39%5Carter'sBabyCreysiJuguetilandiaJuguetronInfanti35%632%730%826%82%920%UsageN/A10Distroller19%15

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;

Base:n=806,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,H-E-B

Baby

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofH-E-B

Baby’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AmazonLEGO284%3Miniso81%36%4TEMU80%5BabyCreysiCarter'sJuguetilandiaJuguetronPatPat77%676%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.773%872%971%Outofrespondents

whohaveused

H-E-B

Baby,64%saidthey

would

usethebrand

again.LoyaltyN/A10Distroller70%16

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;MultiPick;Base:n=149,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024H-E-B

Baby

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofH-E-B

BabyRank#

BrandBuzz%73%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmazonLEGO20%262%3TEMU57%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutH-E-B

Baby

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Miniso37%5JuguetilandiaCarter'sJuguetronBabyCreysiDistrollerPatPat35%630%729%826%80%924%BuzzN/A1022%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=806,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions