CONSUMER&

BRANDBrandKPIs

for

grocery

stores:

Sam’sClub

in

MexicoConsumer

Insights

reportNovember2024Discover

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.

1250Ourdataallows

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

Sam’sClub’sperformance

inthe

grocery

store

market.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202481%

of

Sam’s

Club

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Sam’sClub’sbranding

resonates

more

with?Sam’sClub

ranksfourthinawareness

withintheMillennialsgrocery

store

market?Sam’sClub

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

Sam’sClub

is61%?Sam’sClub

ranksfourthinusage?Among

Sam’sClub

enthusiasts,41%

fallunderthehigh-income

category?Interms

of

loyalty,Sam’sClubisthirdinMexico?Sam’sClub

hasascore

of

54%

formedia

buzz?Consumers

want

theirgrocery

store

brandstohavehonesty

/trustworthiness,

reliability,

and

friendliness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

Sam’s

Club

at

93%Brand

profile:

snapshotBrand

performance

of

Sam’s

ClubinMexico93%81%61%54%49%AwarenessPopularityUsageLoyaltyBuzz5Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents(awareness),

n=1,166,

respondents

who

know

the

individual

brand

(popularity),

n=1,166,

respondentswho

know

the

individual

brand

(usage),

n=570,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,166,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sam’s

Club’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations40%37%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSam’sClubbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatSam’sClubislikedby3%

ofBaby

boomers

and

23%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

25%,

respectively.33%25%23%ForMillennials

andGen

Z,

40%

and

33%

feel

positivelytowards

Sam’sClub,versus

37%

and

35%.

Socurrently,forSam’sClub,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestogrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=706,

Sam’sClub

enthusiast,

n=1,231,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Sam’s

Club

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Sam’sClubshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Sam’sClub

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%53%47%53%

ofwomen

likeSam’sClubcompared

to

47%

of

men,whereas

forthe

overall

industry,51%

of

women

usegrocery

stores

compared

to49%

ofmen.92%90%5%

of

Sam’sClub

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

grocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=706,

Sam’sClubenthusiast,

n=1,231,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sam’s

Club

enthusiasts,

41%

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%Single36%41%15%14%CoupleSingleparentNuclear41%

ofSam’s

Club

enthusiastsare

fromhigh-income

households.Sam’sClub’sbrandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

37%

of

Sam’sClubenthusiastshavethiscurrent

livingsituation.7%8%37%34%32%31%31%Multi-generational11%10%23%24%ExtendedOther28%3%3%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

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=706,

Sam’sClub

enthusiast,

n=1,231,

grocery

storeusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

grocery

store

brands

to

have

honesty

/

trustworthiness,reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

grocery

store

brandsForgrocery

stores,

thetopthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

reliability,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Sam’sClubusers

alsoappreciate

thesekey

attributes,indicating

Sam’sClubexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSam’sClub

enthusiastsareleast

focused

on

areboldness

andthrill/excitement.ReliabilityExclusivitySam’sClubshouldwork

on

promotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

grocery

stores,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

togrocery

stores,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

togrocery

stores,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=570,

Sam’sClub

users’,n=706,

Sam’s

Club

enthusiast,

n=1,231,

grocery

store

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sam’s

Club

fans,

24%

state

that

they

get

excited

about

grocery

storesBrand

profile:

attitudesWhat

doconsumersthink

ofgrocery

stores

ingeneral?50%45%31%28%27%25%24%21%20%19%15%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustgrocery

storestopicsrelating

togrocery

storesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

grocery

stores

do

youagreewith?”;

Multi

Pick;“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=706,

Sam’sClub

enthusiast,

n=1,231,

grocerystoreusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

Sam’s

Club

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

grocery

stores,

theaverageawareness

ofabrandinMexico

is73%.

Awareness

ofSam’sClub,however,

isat93%.Awareness61%

ofMexican

grocery

store

userssay

theylikeSam’sClub,

compared

toanindustryaverage

brandpopularity

of44%.49%

ofindustryusers

inMexico

saythey

useSam’sClub,

with

theaverage

usageof

abrand

at38%.BuzzPopularity81%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

77%.Sam’sClubhasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of54%compared

to

41%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Grocery

stores‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents(awareness),

n=1,166,

respondents

who

know

the

individual

brand

(popularity),

n=1,166,

respondentswho

know

the

individual

brand

(usage),

n=570,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,166,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sam’s

Clubranks

fourth

in

awareness

within

the

grocery

store

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSam’s

ClubRank#

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.7%1WalmartBodega

AurreráSoriana97%97%97%93%93%88%87%64%57%42%234Sam'sClubChedrauíCostco5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67LaComerFresko8Outofallrespondents,

93%

were

aware

of

Sam’sClub.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.93%9H-E-BAwarenessN/A10Casa

Ley13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Sam’s

Club

is

61%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSam’s

ClubRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1WalmartBodega

AurreráSam'sClubSoriana78%72%61%55%53%52%33%32%26%25%2339%4Outofconsumers

who

knew

thebrand,

61%

saidtheyliked

Sam’sClub.Thisranksthemthirdcompared

toother

brandssurveyed

inthismarket.5ChedrauíCostco661%7H-E-B8LaComerAlsuper9PopularityN/A10CityMarket14

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,166,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sam’s

Clubranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSam’s

ClubRank#

BrandUsage

%74%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

grocerystores,

which

ofthefollowing

brandshaveyou

used

inthe

past12

months?”.1WalmartBodega

AurreráSoriana273%355%Outofconsumers

who

knew

thebrand,

49%

saidtheyused

Sam’sClub.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4Sam'sClubChedrauíCostco49%49%545%51%637%7H-E-B25%8LaComerAlsuper23%922%UsageN/A10Casa

Ley21%15

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,166,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Sam’s

Club

is

third

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSam’s

Club’sconsumersRank#

BrandLoyalty

%87%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.1WalmartBodega

AurreráSam'sClubCostco19%287%381%480%5ChedrauíH-E-B78%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

grocery

stores,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Casa

LeyAlsuper76%876%81%9Soriana76%Outofrespondents

whohaveused

Sam’sClub,81%saidthey

would

usethebrand

again.10Fresko71%LoyaltyN/A16

Notes:“When

it

comesto

grocery

stores,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=570,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sam’s

Club

has

a

score

of

54%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSam’s

ClubRank#

BrandBuzz%72%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bodega

Aurrerá2WalmartChedrauíSorianaSam'sClubLaComerCostco66%357%Outofconsumers

who

knew

thebrand,

54%

saidtheyhadheardaboutSam’s

Club

inthe

media.

Thisranksthemfifth

compared

to

other

brandssurveyed

inthismarket.454%46%554%54%641%736%8H-E-B28%9AlsuperFresko26%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,166,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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