Beautiful-News deck

Herfy — Frozen Convenience Foods U&A

Every chart redrawn from the validated dashboard — same numbers, Beautiful-News skin. Focal brand: Herfy.

Category Behaviour & Orientation
Category Behaviour & Orientation · QS1

Once or twice a week — 33%.

Purchase frequency
15%32%33%20%
Once every 1–2 monthsOnce or twice a monthOnce or twice a weekThree or more times a week
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Frozen convenience food — purchase frequency
Category Behaviour & Orientation · S2

I usually decide and buy myself: 59%.

59%I usually decide
I usually decide and buy myself59%
I usually decide together with others in my household32%
I influence the choice but someone else decides8.9%
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Household purchase involvement
Category Behaviour & Orientation · Q1

Buyer behavioural profile

Further right = stronger agreement
Strongly disagree Somewhat agree Strongly agree
Availability drives brand choice125632Price-attentive105832Willing to pay more for quality73856See fresh as healthier134740Advertised brands feel familiar105139Recommendations drive trial74648
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Buyer behavioural profile
Category Behaviour & Orientation · Q2

Sub-category purchase frequency — Tier 1 (proteins)

Never / havent bought in the last 12 months Once or twice a year (≈ every 6 months) Every 2–3 months (quarterly) About once or twice a month Weekly or more
Marinated chicken910174223Breaded chicken10184226Burger patties9224221Ready-to-cook chicken breast10184027Sausages/franks/hot dogs2012212918Meatballs/kofta/kibbeh/kebab1313253514Grilled chicken portions1111203918Broasted chicken portions712203824Breaded seafood1412243416
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Sub-category purchase frequency — Tier 1 (proteins)
Category Behaviour & Orientation · Q2b

Sub-category purchase frequency — Tier 2

Never / havent bought in the last 12 months Once or twice a year (≈ every 6 months) Every 2–3 months (quarterly) About once or twice a month Weekly or more
Savoury snacks & pastries911183825Frozen bakery & flatbreads69193728Frozen potato products6164232Pizza & ready frozen meals1111223817Frozen vegetables8223828
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Sub-category purchase frequency — Tier 2
Category Behaviour & Orientation · Q2c

Awareness & trial — Tier 3 (frozen fruit & snacks)

Never heard of Aware, never bought Bought before
Frozen mixed berries82667Frozen mango chunks2471Chocolate-coated frozen fruit bites163648
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Awareness & trial — Tier 3 (frozen fruit & snacks)
Category Behaviour & Orientation · Q3

Purchase channel frequency

Further right = purchased more often
Never Once in six months Once every 2–3 months Once a month 2 to 3 times a month
Large hypermarket123444Supermarket / mid-size grocery8183632Convenience / petrol store208202626Baqalas (neighbourhood)128142343Online grocery app109183032
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Purchase channel frequency
Category Behaviour & Orientation · Q3a

Large hypermarket — 55%.

Channel
55%14%12%9.0%7.2%
Large hypermarketSupermarket / mid-size groceryBaqalas (neighbourhood)Online grocery appI use them all equallyConvenience / petrol store
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Primary purchase channel
Category Behaviour & Orientation · Q3b

Yes: 89%.

89%Yes
Yes89%
No11%
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Air-fryer ownership
Category Behaviour & Orientation · Q4

Meal occasion & day-part frequency

Further right = used more often
Never Occasionally Regularly
Breakfast304822Quick weekday lunch5341Main weekday dinner75142Weekend family meal75142Late-night snack115238Post-exercise meal284825Suhoor/Iftar (Ramadan)144936Entertaining guests185428Children's meals/lunchboxes194436
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Meal occasion & day-part frequency
Category Behaviour & Orientation · Q5

Preparation method frequency

Never Occasionally Regularly
Conventional oven / grill105634Air fryer3266Frying pan / stovetop104940Microwave254333Steam / pressure cooker264727Outdoor grill / BBQ315316No prep — eat directly453817
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Preparation method frequency
Category Entry Points
Category Entry Points · Q6

Category Entry Point salience — how often each occasion triggers frozen

Further right = triggers more often
Never triggers it Sometimes Regularly
Less oil (air fryer/oven)103654Spot a promotion, stock up85240Busy day, meal quickly74449At home, feel like eating115436Sudden hunger94447Friday family gathering195130Skip a restaurant, cook home124741Watching a film, treat105138Children home hungry154738Park/family outing205129Cheer up / reward children145036Morning rush breakfast184734Ramadan main Iftar meal154936Cook something different125732Ingredient in a meal125236
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Category Entry Point salience — how often each occasion triggers frozen
Category Entry Points · LF1a · LF1b

Spot a promotion, stock up triggers most — 74%.

74%
top occasion
Spot a promotion, stock up74%Less oil (air fryer/oven)68%Skip a restaurant, cook home45%Ingredient in a meal42%Busy day, meal quickly39%Cook something different36%At home, feel like eating31%Sudden hunger31%Children home hungry30%Friday family gathering30%Park/family outing26%Ramadan main Iftar meal26%
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Occasion linkage — first choice & repertoire by occasion
Category Entry Points · LF2a · LF2b

Spot a promotion, stock up triggers most — 74%.

74%
top occasion
Spot a promotion, stock up74%Less oil (air fryer/oven)68%Skip a restaurant, cook home45%Ingredient in a meal42%Busy day, meal quickly39%Cook something different36%At home, feel like eating31%Sudden hunger31%Children home hungry30%Friday family gathering30%Park/family outing26%Ramadan main Iftar meal26%
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Item reach — first frozen item & repertoire by occasion
Category Entry Points · LF3

Spot a promotion, stock up triggers most — 74%.

Coded from open text across all four recall slots.
74%
top occasion
Spot a promotion, stock up74%Less oil (air fryer/oven)68%Skip a restaurant, cook home45%Ingredient in a meal42%Busy day, meal quickly39%Cook something different36%At home, feel like eating31%Sudden hunger31%Children home hungry30%Friday family gathering30%Park/family outing26%Ramadan main Iftar meal26%
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Occasion brand pull — first-named (TOM) & total awareness
Category Entry Points · Q6C

Occasion satisfaction — how well current products serve each need

Further right = better served
Poorly served Adequately served Well served
Less oil (air fryer/oven)3064Spot a promotion, stock up4451Busy day, meal quickly4452At home, feel like eating4748Sudden hunger4054Friday family gathering84745Skip a restaurant, cook home4252Watching a film, treat4549Children home hungry4846Park/family outing74646Cheer up / reward children4649Morning rush breakfast74449Ramadan main Iftar meal4450Cook something different74845Ingredient in a meal4747
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Occasion satisfaction — how well current products serve each need
Category Entry Points · Q6D

Spot a promotion, stock up triggers most — 74%.

74%
top occasion
Spot a promotion, stock up74%Less oil (air fryer/oven)68%Skip a restaurant, cook home45%Ingredient in a meal42%Busy day, meal quickly39%Cook something different36%At home, feel like eating31%Sudden hunger31%Children home hungry30%Friday family gathering30%Park/family outing26%Ramadan main Iftar meal26%
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Exit points — where volume leaks by occasion
Category Entry Points · Q7

A specific brand comes to mind immediately — 26%.

26%24%21%20%10%
A specific brand comes to mind immediatelyA type of product or dish comes to mind first — I think of the food before any brandWhich store or app has it most conveniently comes to mind — the brand followsA general feeling or need comes first — the brand choice comes much laterIt varies — there is no typical pattern
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Mental access mechanism
Frozen vs Fresh
Frozen vs Fresh · Q8

Both have their place — I switch depending on the situation leads at 32%.

How each stance splits — bars above the average are the mainstream positions, below it the minority ones.
Both have their place — I switch depending on the situation32%Fresh is generally preferable — but I regularly use frozen as a practical backup31%Fresh is always better — I buy frozen only when fresh isnt available or convenient23%Frozen is often just as good — modern frozen can match fresh when prepared well9.5%Frozen is my preferred choice — more convenient, consistent, often better value4.8%
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Frozen vs fresh orientation
Frozen vs Fresh · Q8a

Taste — flavour or texture isnt as good as fresh leads at 33%.

Among fresh-preferrers routed to Q8a (base 553). Bars above the average are the leading barriers.
Taste — flavour or texture isnt as good as fresh33%I worry about whats added — preservatives, fillers, artificial ingredients24%My family notices and prefers fresh20%Inconsistent cooking result — dry, shrunken or soggy9.6%They dont look fresh or natural in the pack7.6%I dont trust the supply chain — unsure how long frozen6.1%
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Frozen-to-fresh barrier (fresh-preferrers)
Value & Spending
Value & Spending · Q9

Most spend SAR 318 a month.

How monthly category spend splits across bands. The hero figure is the estimated average monthly spend per shopper (band midpoints weighted by share).
SAR 318
Average monthly spend
< SAR 503.2%SAR 50–10012%SAR 101–20025%SAR 201–35024%SAR 351–50021%SAR 501–7509.3%> SAR 7505.8%
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Average monthly spend
Value & Spending · Q10

Good value leads at 29%.

Share choosing each criterion among their top 3.
Good value29%Quick & easy28%Good taste & flavour25%Food safety & hygiene25%Consistent quality23%Good meat quality22%Saudi-made / trusted21%Works in air fryer20%Feels fresh after cooking20%Healthy / high-protein20%
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Category selection criteria (pick 3)
Brand Funnel & Repertoire
Brand relationship funnel · Herfy

Everyone knows Herfy. Few make it their brand.

95% of category buyers are aware of Herfy — but the crowd thins at every step, and just 8.1% name it their main brand.
8.1%
name Herfy
their #1
95%Aware ofheard of it80%Ever triedbought once64%Past 12 monthsrecent buyer47%Past 3 monthsactive buyer26%Past 4 weekscurrent buyer8.1%Main brandnames it #1
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Q12 · Q13 · 9% aware-to-main retention · base 1020
Brand Funnel & Repertoire · Q11

Americana owns recall at 44%.

Herfy sits at 16% total, 7.5% top-of-mind.
Americana44%Sadia39%Al-Kabeer30%Sunbulah28%Dari16%Herfy16%Seara14%Al-Watania9.4%Doux3.9%Radwa3.9%Tanmiah3.1%Fakieh2.2%Miza1.7%Haley1.1%● Top-of-mind● Total recall
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Unaided awareness by brand
Brand Funnel & Repertoire ·

Americana leads at 21%.

First brand named, coded to list. Base 1020
Americana21%Sadia19%Al-Kabeer11%Sunbulah8.3%Herfy7.5%Seara4.4%Dari3.5%Others2.5%Al-Watania2.3%Radwa0.9%
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Top-of-mind awareness
Brand Funnel & Repertoire ·

Americana leads at 44%.

Any mention across 5 slots. Base 1020
Americana44%Sadia39%Al-Kabeer30%Sunbulah28%Dari16%Herfy16%Seara14%Al-Watania9.4%Others7.5%Doux3.9%
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Total spontaneous awareness
Mental Availability
Mental Availability · Q16

Spot a promotion, stock up triggers most — 74%.

74%
top occasion
Spot a promotion, stock up74%Less oil (air fryer/oven)68%Skip a restaurant, cook home45%Ingredient in a meal42%Busy day, meal quickly39%Cook something different36%At home, feel like eating31%Sudden hunger31%Children home hungry30%Friday family gathering30%Park/family outing26%Ramadan main Iftar meal26%
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CEP × brand mental associations
Brand Perceptions
Brand Perceptions · Q18

Functional & emotional image ownership

Cell = % of buyers crediting each brand with the attribute. Herfy outlined.
Best overall taste & fHighest-quality ingredBest value for moneyBest special offers & Best for healthy / higHighest food safety & Best online ordering &Most authentically SauMost trusted & dependaBest for feeding the wHerfy26252323212122292624Americana31313031262522203229Sadia29312830252622243030Al-Kabeer30302629262219222725Sunbulah25282727232420262527Al-Watania21262424232218362428Tanmiah20262424212217302325Dari23252726202217232324Seara25252328202017232425Radwa20232022232017282222Fakieh18232220222216272121Doux19242323201818182019Haley21182022161817181918Miza18182122191616181418
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Functional & emotional image ownership
Physical & Digital Availability
Physical & Digital Availability · Q19A

Where brands were seen (past 4 weeks)

Cell = % of buyers crediting each brand with the attribute. Herfy outlined.
Large hypermarketSupermarket / mid-sizeBaqalas / neighbourhooConvenience / petrol sOnline grocery appHerfy4430181520Sadia5035241621Americana5034251621Al-Watania4533211417Sunbulah4634191418Al-Kabeer4630181418Tanmiah4032201415Dari4328191218Doux4129181515Fakieh3626161215Seara3726161214Radwa3626181114Haley2723141012Miza201611108
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Where brands were seen (past 4 weeks)
Physical & Digital Availability · Q19B

Findability by brand

Cell = % of buyers crediting each brand with the attribute. Herfy outlined.
Easy to find, visible,Available, but not alwDifficult to find / raHerfy56309Americana71197Al-Kabeer61288Sadia69216Sunbulah61288Dari543210Al-Watania60297Tanmiah54338Fakieh483512Seara513211Radwa473611Doux53309Miza324317Haley423613
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Findability by brand
Physical & Digital Availability · Q19C

Range by brand

Cell = % of buyers crediting each brand with the attribute. Herfy outlined.
Good range across diffAcceptable range — covLimited range — only aHerfy503313Sadia62279Sunbulah56319Al-Watania473812Americana65248Al-Kabeer60279Dari503511Seara473811Tanmiah413914Fakieh403815Doux394015Radwa404014Miza294717Haley383816
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Range by brand
Physical & Digital Availability · Q20A

Panda leads at 55%.

Podium shows the top platforms; the average across all platforms is the reference.
55%
top option
Panda55%Ninja49%HungerStation Grocery42%Keeta36%Noon Minutes27%Keemart22%Danube Online21%Carrefour Now19%Tamimi Express18%Amazon Fresh17%Jahez15%Other1.8%
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Online grocery platforms used
Physical & Digital Availability · Q20B

Panda leads at 31%.

Single main platform, among shoppers who use online grocery/delivery (base 791).
31%
top option
Panda31%Ninja21%HungerStation Grocery12%Keeta8.8%Noon Minutes6.2%Keemart5.8%Carrefour Now4.3%Amazon Fresh3.7%Tamimi Express3.3%Danube Online3.0%Jahez0.8%Other0.3%
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Primary online platform
Physical & Digital Availability · Q20D

Similar visibility leads at 32%.

How visible Herfy's frozen products are on each online platform, among shoppers who use online grocery/delivery. Each response level as a card; the average across levels is the reference.
32%
top option
Similar visibility32%More visible than most competitors30%Less visible than most competitors14%Not sure7.4%I have not seen Herfys frozen products on this platform1.6%
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Herfy visibility vs competitors online
Advertising
Advertising · Q21

Yes: 53%.

53%Yes
Yes53%
No47%
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Herfy advertising seen
Advertising · Q21a

Social media — 57%.

Channel
57%32%32%31%28%26%16%16%
Social mediaOnline video (YouTube)In-storeDelivery/grocery appTVOutdoorInfluencer / creatorWord of mouth
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Advertising channel recall
Herfy Deep-Dive & DBA
Herfy Deep-Dive & DBA ·

Trust food safety & ingredients leads at 38%.

Share endorsing each equity statement about Herfy (among aware respondents who answered the battery, base 967). Drivers ranked against the average — bars diverge from the average.
Trust food safety & ingredients38%Consistently delivers reliable quality34%Genuinely good value at similar price31%Quality stands out at similar price30%Packaging clearly premium29%Would serve to guests without hesitation28%(Counter) Rarely first thing I think of25%Products I'd choose over any competitor25%(Counter) Marketing feels generic20%(Counter) Pricing not matched to value19%
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Herfy equity & counter-drivers
Herfy Deep-Dive & DBA · WQ2A

Know as restaurant not packaged leads at 36%.

Non-triers of Herfy (Q12 Herfy = never heard / heard-never-bought). Base: 205.
36%
top option
Know as restaurant not packaged36%Not aware of products27%Prefer brands I trust25%Price seems high18%Haven't seen where I shop16%Processed-food concerns13%Doesn't match my taste9.3%No specific reason9.3%Heard negative things5.9%Other0.5%
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Barriers to trial (non-triers)
Herfy Deep-Dive & DBA · WQ2B

A competitor became more appealing — 35%.

Reason
35%34%28%23%11%11%10%
A competitor became more appealingPrice rose beyond good valueHousehold needs changedBecame harder to findHad a bad experienceQuality declinedJust drifted out of routineOther
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Lapsed — why no longer buying Herfy
Herfy Deep-Dive & DBA · WQ2C

Taste & quality leads at 70%.

Current Herfy buyers (Q12 Herfy = bought in the last 3 months / 4 weeks). Base: 482. Top reasons ranked; the leader carries the podium.
70%
top option
Taste & quality70%Good value60%Trust safety & quality40%Available in my stores39%Saudi-made32%A specific product I like31%Part of my routine29%On my preferred app25%Good promotions16%Other0.2%
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Reasons for buying (current)
Herfy Deep-Dive & DBA ·

Better price/promotions leads at 64%.

All who answered a Herfy pathway question (WQ2A/B/C). Base: 1020. Pathways ranked against the average — bars diverge from the average.
Better price/promotions64%New/improved product40%Wider availability35%Evidence of ingredient quality32%Trial or sample29%Trusted recommendations27%Clear nutrition info27%Interesting advertising12%Nothing specific1.9%
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Pathways to change
Herfy Deep-Dive & DBA · WQ5A

Air-fryer cooking frequency

Further right = cooked more often
Never Occasionally Regularly
Marinated chicken or meat104447Frozen snacks / finger foods3760Other frozen cooking-input products4648Fresh meat or vegetables174835
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Air-fryer cooking frequency
Herfy Deep-Dive & DBA · WQ5B

Unsure of correct temperature / cooking time leads at 39%.

Barriers air-fryer owners face with frozen products (base 909).
39%
top option
Unsure of correct temperature / cooking time39%Products come out dry or overcooked35%Products undercooked in the centre32%Hard to know which frozen products work well31%Pack instructions unclear / not air-fryer specific28%No challenges — figured out my own method20%
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Air-fryer cooking challenges