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Sezon na lody

Kategorie produktów

Sezon na lody

Piątek, 26 kwietnia 2019 Autor: Joanna Kowalska, HURT & DETAL Nr 04/158. Kwiecień 2019
Producenci lodów nie próżnują i mając w pamięci poprzedni, wyjątkowo udany sezon – już teraz zaskoczyli konsumentów innowacyjnymi nowościami. A jak podkreślają detaliści – Polacy uwielbiają niebanalne połączenia smaków i chętnie sięgają po nieznane im wcześniej pozycje.
Kategoria lodów dostępna jest w sklepach przez cały rok, jednak w dalszym ciągu największy boom sprzedaży przypada na okres wiosny i lata. Ale nic w tym dziwnego – w upalne dni szukamy ochłodzenia. A lody nadają sie do tego idealnie.

„Kategoria lodów to gorący temat ostatniego sezonu letniego. Według najnowszej edycji raportu „TOP 15” dla roku 2018 przygotowanego przez Nielsena, spośród kategorii spożywczych w Polsce, lody zajmują – 12. miejsce” – komentuje Miłosz Jentkiewicz, Client Specialist w Nielsenie.

Nielsen przyjrzał się wartości sprzedaży kategorii lodów w 2018 r. Wyniosła ona blisko 2,5 mld złotych. Ilość sprzedanych lodów również jest imponująca. Jak podaje instytut, było to 183,8 mln litrów*.

Lody to dla sklepów małoformatowych jedna z najważniejszych kategorii zarówno pod względem udziałów w obrotach, jak i w całkowitej liczbie transakcji. Jak wskazuje Elżbieta Szarejko z CMR – w całym 2018 r. lody odpowiadały łącznie za prawie 1,5% obrotów sklepów i pojawiały się na niemal 4% paragonów, przy czym w najgorętszych miesiącach ich udział w obrotach sięgał 3%, a udziały w liczbie transakcji urosły do 7%.

Segment premium

Bardzo ważnym segmentem w kategorii lodów są produkty premium. Jak podkreśla CMR, podobnie jak w pozostałych grupach spożywczych klienci zwracają uwagę na jakość i skład tego, co kupują. Biorąc pod uwagę omawianą kategorię, marki premium można znaleźć mniej więcej w połowie sklepów małoformatowych do 300 mkw. sprzedających lody familijne. Średnio, w placówce o tej powierzchni klient ma wybór wśród ok. 3 wariantów takich produktów.

Ubiegłoroczny wzrost sprzedaży całego segmentu lodów familijnych to wynik większego zainteresowania produktami ze wszystkich półek cenowych. Jednak jak podkreśla CMR – procentowo największy skok w sezonie 2018 zanotowały lody z segmentu premium.

„Duży udział w tym miała marka Grycan jednak i marki top premium, takie jak Häagen-Dazs oraz Ben&Jerrys, których średnie ceny za opakowanie zbliżają się do 25 zł również odnotowały wzrost udziałów wartościowych. Należy tu zaznaczyć, że marki Top Premium występują właściwie wyłącznie w opakowaniach 500 ml” – wskazuje Marek Zachalski.

Nie w każdym sklepie o powierzchni do 300 mkw. znajdziemy cały przekrój lodów premium. Niemniej, jak wskazuje CMR, najczęściej spotykanymi markami są Grycan, Lody Jak Dawniej Korala oraz Magnum Unilevera. Warianty Top Premium marek: Häagen-Dazs i B&J znajdziemy raczej w sklepach większego formatu.

„W tym segmencie, w 2018 roku pojawiła się też nowa marka: Smaki Dzieciństwa Korala. Lody te mocno odbiegają jeszcze poziomem dystrybucji od kluczowych dla Korala brandów, ale najwyraźniej znalazły już swoje miejsce w tym segmencie, przewyższając 2018 roku pod względem udziałów wartościowych w sklepach do 300 mkw. markę Magnum” – nadmienia ekspert CMR.

Wyższa jakość impulsów

Segment premium to nie tylko lody familijne, ale też impulsowe. Jak podkreślają eksperci CMR – w tej kategorii od lat niepodzielnie rządzi marka Magnum. „Nawet tak duża dynamika sprzedaży w ubiegłym roku nie spowodowała utraty przez nią udziałów wartościowych. W 2018 roku, podobnie jak rok wcześniej, co dziesiąta złotówka wydana w sklepach małoformatowych do 300 mkw. na lody impulsowe przeznaczona była na zakup „Magnumów”. Ich producent – Unilever, doskonale zdaje sobie sprawę z rosnącej popularności wariantów premium. W 2018 r. podwyższył średnie ceny za opakowanie tej marki o ponad 50 gr” – zauważa Marek Zachalski.

Ekspert dodaje jednak, że drugim istotnym producentem, który ma w swojej ofercie lody impulsowe z podobnego przedziału cenowego jest Froneri. Najpopularniejsze z nich to: Milka, Oreo, Daim, KitKat i Toblerone. Łącznie mają ok. 7% rynku lodów impulsowych w sklepach małoformatowych do 300 mkw.

„W przeciwieństwie do lodów familijnych, których ekspozycja jest mocno ograniczona w sklepach małego formatu – lody impulsowe premium, w szczycie sezonu, dostępne są w ok. 80% sklepów sprzedających lody impulsowe – wskazuje Zachalski.

Obowiązkowa kategoria

Pogoda wciąż pozostaje kluczowym czynnikiem dla sprzedaży kategorii, co dobrze widać nie tylko w wynikach sprzedaży, ale w samej ekspozycji i ilości dostępnych wariantów. W niemal każdym sklepie latem przybywa asortymentu w segmencie lodów, a ich ekspozycja zajmuje znaczne więcej miejsca niż w pozostałej części roku.

„Jak pokazują dane CMR w sezonie lodowym 2018 r. w sklepach małoformatowych pozycję lidera w segmencie lodów impulsowych udało się utrzymać firmie Unilever z markami Magnum i Big Milk, której udziały w wartości sprzedaży wyniosły, podobnie jak przed rokiem, 31%. Na drugim miejscu uplasowała się firma Koral z markami Lody Koktajlowe, Rożek Koral i Grand” – wyjaśnia Elżbieta Szarejko z CMR.

Ekspertka zaznacza, że w segmencie lodów familijnych liderem jest firma Grycan – w 2018 r. jej udziały w wartości sprzedaży lodów w większych opakowaniach wzrosły do 37% (rok temu było to 33%). Za nią z udziałami na poziomie około 20% uplasowały się firmy Koral (która m.in. dzięki marce Lody jak dawniej oraz nowości Lodowa Finezja zwiększyła swoje udziały w porównaniu z 2017 r.) oraz Unilever (jej z kolei udziały spadły głównie za sprawą marek Big Milk i Carte d’Or).

W sklepowej zamrażarce

Detaliści znając wartość sprzedaży i wysokość zysków ze sprzedaży kategorii lodów dbają o ich dostępność przez cały rok. W okresie jesienno-zimowym sprzedają się jednak głównie duże formaty – 0,5 lub 1 l, choć należy podkreślić, że te formaty rotują dobrze przez cały rok. Natomiast wiosną i latem za sprzedaż kategorii odpowiadają głównie warianty impulsowe.

Edyta Czarnecka, kierowniczka Delikatesów Centrum w Żabiej Woli, opowiada, że przez cały rok rewelacyjnie sprzedają się pozycje od Grycana. Zarówno mniejsze pojemności – 0,5 l jak i większe – 1,1 l. Klienci doceniają ich jakość i różnorodność smaków. Ale w placówce nie tylko formaty familijne cieszą się całoroczną sprzedażą. Jak się okazuje, niektóre formaty impulsowe są tak lubiane przez kupujących, że pracownicy sklepu zamawiają je niezależnie od panującej na zewnątrz aury czy aktualnej pory roku.

„Przez cały rok klienci kupują Big Milka. Jego klasyczna forma i niewysoka cena powodują, że odpowiada bardzo dużej rzeszy klientów. Niezastąpione są też Magnum na patyku. Niezależnie od pory roku chętnie kupowane są lody w wariancie Classic i Almound. Z kolei patrząc na segment logów familijnych, to oprócz pozycji od Grycana, produktami, które sprzedają się niezależnie od sezonu są też litrowe opakowania lodów marki Algida. Przede wszystkim w klasycznych smakach: wanilia i truskawka. Jeśli w gazetce promocyjnej pojawiają się pozycje Bracia Koral – Lody Jak Dawniej to również dobrze się sprzedają” – podsumowuje Edyta Czarnecka, kierowniczka sklepu. Jak dodaje, wśród wariantów lodów familijnych można spotkać także ofertę marki Carte d’Or.

Nowości napędzające sprzedaż

Kierowniczka sklepu w Żabiej Woli zaznacza, że wraz ze wzrostem temperatury, rośnie też liczba dostępnych wariantów lodów impulsowych, a w tym – przede wszystkim – nowości. Jak podkreśla, zatowarowanie zamrażarek w nieznane dotąd produkty zawsze zwiększa rotację całej kategorii. „W tej chwili mamy już dostępne nowości od Wawelu, który we współpracy z Algidą wypuścił lody o smaku Michałków czy Malagi. Mamy też nowości marki Kaktus, ponieważ te ubiegłoroczne przyjęły się bardzo dobrze. Bardzo dobrze sprzedają się również Magnum w rożku. Nowa forma bardzo spodobała się klientom” – wymienia pani Edyta.

Kierowniczka sklepu przyznaje, że najlepszym motorem napędzającym sprzedaż lodów jest pogoda. Wtedy już nie ma znaczenia czy jest weekend czy środek tygodnia. W okolicy sklepu znajduje się żłobek i przedszkole, więc rodzice przychodząc po zakupy ze swoimi pociechami często kierują się właśnie do zamrażarek z lodami.

W sklepie w Żabiej Woli, w okolicy zamrażarek z lodami zawsze można znaleźć produkty, które wspierają ich sprzedaż. „Przez cały rok mamy dostępne wafelki do lodów, które cieszą się powodzeniem szczególnie wśród klientów posiadających dzieci. Rodzic kupuje wtedy duże opakowanie i rozdziela je na małe porcje. Dziecko otrzymując wafelek ma poczucie, że zjadło lody, a mama czy tata kontrolują ilość jaką malec zjada. Jesienią i zimą mamy większy wybór rozmiarów i kształtów, bo w cieplejszych porach sprzedaż, nawet z myślą o małych dzieciach skupia się na wariantach impulsowych” – opowiada Edyta Czarnecka.

Widoczne przy wejściu

W sklepie w Dobieszynie właściciel bardzo dużą uwagę przykłada nie tylko do asortymentu jaki ma w ofercie, ale też do sposobu jego ekspozycji. Podobnie jest w kategorii lodów. Przy wejściu do sklepu znajduje się zamrażarka z najważniejszymi pozycjami. W głębi znajduje się kolejna. W czasie sezonu zostaje jednak przesunięta w bardziej widoczne miejsce. W lecie oferta lodów prezentowana jest w aż 4 bonetach.

„W naszym sklepie w chłodniejszych miesiącach zdecydowanie więcej sprzedaje się lodów w opakowaniach litrowych. Jednak muszą być one dobrej jakości, więc większość sprzedaży skupia się na segmencie premium” – podkreśla Bartosz Strzelczyk, właściciel sklepu. Wskazuje, że w ofercie lodów familijnych najpopularniejszymi markami są Grycan, Algida, Koral oraz Bracia Koral – Lody Jak Dawniej.

„Coraz więcej klientów poszukuje lodów lepszej jakości, z kategorii premium czy nowości. Producenci to wiedzą, więc dostarczają w każdym sezonie produkty, które wyróżniają się swoim wyglądem czy smakiem. Jako detaliści też z tego korzystamy. Z doświadczenia wiem, że nowości zawsze przyciągają wzrok, a tym samym klientów. Dlatego już teraz mamy je w zamrażarkach. M.in. są to lody Big Milk ze słodyczami Wawel – Michałkami, Malagą czy Tiki Takami w formatach na patyku, w rożku czy opakowaniach 0,5 l. Pojawiły się też Magnum w rożku, które zdecydowanie zwracają na siebie uwagę, a także nowy smak kultowego już Zappa. Bardzo ciekawi mnie też jak będzie wyglądała sprzedaż nowych lodów Kinder Bueno, bo już sam batonik jest bardzo lubiany przez klientów, a lody mogą być hitem nadchodzącego sezonu” – wskazuje detalista.

Wśród ubiegłorocznych hitów sprzedaży pan Bartosz wymienia przede wszystkim nowości – małe formaty lodów Grycan z łyżeczką oraz ofertę marek Koral i Bracia Koral – Lody jak Dawniej. W Dobieszynie przez cały rok nieustającym powodzeniem cieszą się też klasyczne Magnum na patyku i litrowe lody Algida.

Jak wskazują producenci, detaliści, a przede wszystkim wyniki badań rynkowych – inwestycja w nowości i segment premium to pewny zysk. Właściwa ekspozycja może z kolei dodatkowo podnieść sprzedaż. Nam pozostaje życzyć pięknego i długiego lata, by sezon 2019 był jeszcze lepszy dla branży lodowej niż ubiegły rok.

Joanna Kowalska
Redaktor


tagi: lody, rynek, sprzedaż, konsument,


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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 960

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1485

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1536

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

Strict Standards: Non-static method DB::isError() should not be called statically in /__handel2/config/db.php on line 51