Brand Health Check ElPozo | IKERFEL

For more than 15 years, we have been conducting an evolutionary study on the health of the ElPozo brand, as well as its various sub-brands: 1.954, BienStar, Flexiterráneo, KingUpp, Extratiernos, All Natural, Legado Ibérico, and Almirez.

This ongoing study monitors aspects related to the category’s consumption level, purchase volume, awareness, and image of the main brands.

It also investigates the perceptions that household food purchasers have regarding the cold cuts and charcuterie category, as well as the evolution of the most prominent brands and sub-brands within the category.

Applied Methodology.

Over the years, the study has applied different methodological techniques.

Specifically, the latest waves have the following characteristics:

Quantitative research. Several annual data collections.
Online interview. Structured questionnaire for those responsible for food purchasing in households with minimal consumption of cured meats and charcuterie products, aged 25 to 70.

Online Interviews (Ikerfel CAWI Survey System).
Telephone interviews (Ikerfel CATI Survey System).

A universal category.

The cold cuts and charcuterie category is practically universal.

In fact, only about 10% of households are “far removed” from it, while the remaining 90% consume it daily or weekly.

Moreover, this high frequency of consumption of this category correlates with households with children.

The Brand Health Check study has allowed us to examine the evolution of the ElPozo brand over recent years.

This evolution has led it to become the leading brand, not only in the cold cuts and charcuterie segment, but also in food in general, with a presence in over 70% of Spanish households.

We conduct in-depth research into consumer perceptions regarding category consumption levels, brand awareness and image, and purchasing behavior.

And we conduct all of this analysis from an evolutionary perspective that allows us to detect trends in the different analysis variables, paying special attention to data from ElPozo and the main competing brands.

In this sense, the study’s conclusions confirm that ElPozo appropriates virtually all of the analyzed image variables, particularly those linked to products: natural products, a wide variety of products, and safe products.