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HELIO – potentat TOP2 polskiego rynku bakalii

Wywiady

HELIO – potentat TOP2 polskiego rynku bakalii

Czwartek, 21 marca 2019 Autor: Monika Kociubińska, HURT & DETAL Nr 03/157. Marzec 2019
O bakaliowym boomie, trendach na rynku oraz nowościach w ofercie rozmawiamy z Leszkiem Wąsowiczem,Prezesem Zarządu HELIO.
Rynek bakalii to dobrze rokująca kategoria, a HELIO odgrywa dużą rolę w jego kształtowaniu. Jak udało się uzyskać HELIO tak wysoką pozycję na tym rynku?

Rynek bakalii w Polsce cały czas się rozwija. Bakalie są bardzo wdzięcznym tematem, a ich konsumpcja jest teraz w modzie. Bez wątpienia marka HELIO od lat aktywnie uczestniczy w kreowaniu rynkowych trendów, stąd wpisuje się pozytywnie w świadomości konsumentów. Jesteśmy słusznie kojarzeni z żywnością naturalną, mało przetworzoną i zdrową. Nasza strategia marketingowa jest spójna i konsekwentnie realizowana. Mamy świetny, zdrowy i naturalny produkt i od lat inwestujemy znaczące na tle branży środki w budowanie silnej i zdrowej marki HELIO w mediach. Dane renomowanych agencji badających media za rok 2018 po raz kolejny wskazują HELIO jako najsilniej promowaną bakaliową markę w TV, prasie konsumenckiej, czy radiu. Nasze filmy w TV widziało 9 na 10 kobiet powyżej 25 roku życia. Wartość realizowanych przez nas kampanii wyceniana jest na kilkanaście milionów złotych rocznie. To nasza przewaga konkurencyjna i realna korzyść dla detalisty.

Prozdrowotność, brak konserwantów, krótki skład, brak glutenu czy pozytywny wpływ na zdrowie to obecnie kryteria jakimi kierują się konsumenci przy zakupach większości kategorii. W trend ten niewątpliwie wpisują się bakalie HELIO.

Nasze unikalne spojrzenie na produkty HELIO w kontekście walorów dietetycznych i czystej etykiety widać jednak nie tylko w bakaliach. W produkcji mas do ciast HELIO nie wykorzystujemy konserwantów, glutenu czy popularnego wśród innych producentów oleju palmowego. Przykładowo – nasze masy krówkowe produkowane są wyłącznie ze słodzonego pełnotłustego mleka krowiego, bez dodawania tańszych zamienników, np. tłuszczu palmowego. Dzięki innowacyjnym rozwiązaniom linia bakalii bez konserwantów HELIO Natura oraz nasze masy krówkowe licencjonowane są znakiem „Czytaj skład poleca”. Masy makowe HELIO jako jedyne na rynku mogą się poszczycić znakiem Przekreślonego Kłosa charakterystycznego dla żywności bezglutenowej. Warto o tym wszystkim pamiętać chociażby w kontekście zbliżających się świąt. Są to unikalne atuty naszych produktów, które budują wizerunek zdrowej marki – tej na co dzień i od święta, a przy tym w żaden sposób nie kolidują z tradycją i przyzwyczajeniami. Masy do ciast HELIO to przecież szlagierowe produkty w okresie przedświątecznym, wytworzone przez polskiego producenta z ponad 25-letnią wzorową reputacją. Co ważne, wg badań Zakładu Żywienia Człowieka Warszawskiego Uniwersytetu Medycznego na grupie kobiet w wieku 22-53 lata, w ślepym teście bezglutenowe masy makowe HELIO były wybierane dwukrotnie chętniej od glutenowych mas innej marki. Co więcej ostatnie badania renomowanej agencji wciąż wskazują HELIO jako ulubioną markę w tej kategorii.

Jakie znaczenie dla produktów ma wsparcie marketingowe?

Dzięki znaczącym inwestycjom w promocję, wzrosła rozpoznawalność marki HELIO, a także jej sprzedaż. W ostatnim roku obrotowym sprzedaż produktów sygnowanych naszym logo wzrosła o ponad 35% r/r. Dzięki temu jesteśmy dziś w ścisłej rynkowej czołówce. Wg badań krajowego rynku bakalii paczkowanych w opakowania detaliczne (do 500 g) i mas bakaliowych za rok 2018 produkty HELIO plasują się w wolumenowym TOP2.

Marka HELIO to Państwa mocny atut, ale czy podejmujecie współpracę w zakresie marek własnych? Popyt na te produkty stale rośnie.

Niezależnie od silnej marki HELIO produkujemy także pod licznymi markami własnymi sieci handlowych. Jesteśmy pod tym względem bardzo atrakcyjnym, wiarygodnym partnerem i terminowym dostawcą nawet największych ilości bakalii. Dysponujemy jednym z największych i nowoczesnych zakładów produkcyjnych w Europie, produkcja certyfikowana jest międzynarodowym standardem jakości BRC (najwyższy poziom AA), a sytuacja finansowa i właścicielska jest transparentna. Są to niepowtarzalne przewagi konkurencyjne doceniane zarówno przez mniejszych krajowych dystrybutorów, jak i największe międzynarodowe sieci handlowe.

Jakie nowości w ostatnim czasie pojawiły się w ofercie HELIO? Jakie plany rozwojowe ma firma na najbliższy okres?

Jesienią rozszerzyliśmy linię HELIO Natura o EKO produkty z certyfikatem AGRO BIO TEST. Teraz pojawia się super nowość – Jackfruit HELIO Natura – owoce suszone chlebowca, które są następną zdrową, smaczną i naturalną przekąską z dużą dawką błonnika w gamie HELIO Natura. Coraz więcej właścicieli sklepów przekonuje się zaś, że „moda na zdrowie” jest dochodowa – szczególnie wiosną, gdy następuje gwałtowny, przedwakacyjny wzrost zainteresowania zdrową dietą.

Z produktów typowo przekąskowych wprowadziliśmy także pikantne popcorny HELIO w 2 odsłonach. Jak wskazują raporty rynkowe, innowacyjne podejście przy przekąskach ma dla konsumentów olbrzymie znaczenie, zaś ostre przekąski notują najbardziej dynamiczny wzrost popularności. Co więcej 4 na 5 spośród europejskich konsumentów świadomie sięga po pikantne produkty. Nasze nowości mają zatem olbrzymi potencjał, który warto wykorzystać w sklepach.

Prócz rozwoju produktów i inwestycji w markę wciąż rozwijamy naszą infrastrukturę produkcyjną. Nowoczesna technologia i najwyższe standardy jakości i bezpieczeństwa produkcji to dla nas konsekwentnie budowana przewaga konkurencyjna. Zachęcam zatem do współpracy i wykorzystania naszych rynkowych atutów.

Dziękuję za rozmowę.
Monika Kociubińska



tagi: HELIO, TOP2, Polski rynek bakalii,


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