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Promocja sushi mocno w górę

Wiadomości

Promocja sushi mocno w górę

Poniedziałek, 20 maja 2019
Porównując wyniki z I kwartału ub. i tego roku, widać, że sieci handlowe zwiększyły zakres promocji sushi w gazetkach o 181%. W sklepach convenience, które w ogóle nie promowały tego asortymentu, nastąpił wzrost aż o 800%. W supermarketach był on na poziomie 275%. A w hipermarketach i dyskontach nie przekroczył 200%. Co ciekawe, w obu badanych okresach japońska potrawa pojawiała się na pierwszych stronach publikacji tylko w hipermarketach. I w br. nastąpił spadek o 50%. Tam też zanotowano największy przyrost promocji. Tak wynika z raportu przygotowanego przez analityków z firmy Hiper-Com Poland.
– Japońska potrawa już dawno przestała być ekskluzywna. Z roku na rok staje się coraz bardziej popularna w naszym kraju. Sieci handlowe dostrzegły potencjał w tym, że Polacy bardzo ją polubili. Dlatego nie dziwi mnie, że średnio przybyło promocji o prawie 200% – mówi Bartłomiej Domański, Data Analyst Manager z Hiper-Com Poland.

Według Macieja Tygielskiego, szefa sprzedaży w Grupie AdRetail, popyt na sushi będzie wciąż rósł. Ta potrawa doskonale wpisuje się w trend spożywania gotowych dań, który jest coraz bardziej widoczny, zwłaszcza w dużych miastach. Z kolei Elżbieta Szarejko, analityk z Centrum Monitorowania Rynku (CMR), zauważa, że Polacy szukają odmiany dla pizzy i pierogów z mikrofalówki. Chcą czuć, że jadają egzotyczne i wyszukane posiłki.

– Oryginalny fast food idealnie pasuje do oferty sklepów convenience, gdzie przychodzą najbardziej zapracowani klienci na szybkie zakupy. Sieci w końcu to dostrzegły i dlatego zwiększyły zerową liczbę promocji aż o 800%. Trzeba podkreślić, w I kwartale 2018 roku w tym formacie w ogóle nie było widać gotowego sushi w gazetkach – informuje Maciej Tygielski.

Powszechnie wiadomo, że taka potrawa jest najlepsza tuż po przyrządzeniu. Zdaniem Bartłomieja Domańskiego, chęć sięgania po nią do sklepowej lodówki wciąż dynamicznie rośnie, ale jeszcze wiele osób boi się tego próbować. Na promocję i sprzedaż gotowego sushi wcześniej mogły sobie pozwolić, niejako eksperymentalnie, większe formaty handlowe. Gdy okazało się, że na rynku jest dla niego miejsce obok innych dań sprzedawanych w sklepach convenience, sieci te zmieniły strategię.

– Nieduże sklepy, które do niedawna raczej nie kojarzyły się z takim asortymentem, mają coraz ciekawszą i bardziej zróżnicowaną ofertę dań gotowych. Większa dostępność i wzrost zainteresowania tego typu produktami to dobry powód do tego, by częściej informować o nich klientów. Trzeba też pamiętać o tym, że w kategoriach niszowych, jakim bez wątpienia jest sushi, nawet niewielkie podniesie promocji czy sprzedaży przekłada się na duże wzrosty procentowe – komentuje Elżbieta Szarejko.

Wyniki innych formatów nie zaskakują Macieja Ptaszyńskiego, dyrektora generalnego z Polskiej Izby Handlu. Supermarkety zwiększyły aktywność aż o 275%, bo coraz ostrzej walczą z pozostałymi kanałami o uwagę klientów. W hipermarketach przybyło promocji o 176%, gdyż szukają one nowych pomysłów na przyciągnięcie klientów. Polacy są zmęczeni wielkopowierzchniowymi placówkami. Dlatego ciekawym rozwiązaniem jednej z sieci jest przyrządzanie sushi na oczach konsumentów w sklepie.

– W ciągu roku dyskonty podniosły zakres promocji sushi o 150%. Wykazały na tym polu najmniejszą aktywność, ponieważ tego typu produkt nie do końca pasuje do ich oferty. Ale danie stało się modne, więc trzeba je również promować. To też pokazuje, jak mocno ten format walczy z innymi na każdym możliwym polu – zwraca uwagę Maciej Tygielski.

W badanych okresach tylko hipermarkety prezentowały sushi na pierwszych stronach gazetek. Ale w br. nastąpił spadek aż o 50%. Bartłomiej Domański wyjaśnia, że ten format oferuje najszerszą gamę produktów. Dlatego jako jedyny odważył się promować to danie na okładkach publikacji. Sieci zrezygnowały jednak z agresywnej promocji, bo jest to art. niszowy. Nie spowoduje, że klienci wyłącznie z jego powodu odwiedzą sklep. Wiedzą już o dostępności tej potrawy w hipermarketach i to wystarczy.

– Biorąc pod uwagę wszystkie pozostałe strony gazetek, największy przyrost promocji zanotowano w hipermarketach – 27,78%. Może to być efektem przeniesienia części tego typu ofert z okładek na dalsze miejsca w publikacjach. Potem w rankingu uplasowały się dyskonty – 13,89%, supermarkety – 3,40% i convenience – 2,47%. Wygląda na to, że ten ostatni format dopiero bada rynek sushi i zapewne jeszcze wzmocni swój udział – podsumowuje ekspert z Grupy AdRetail.

Analiza objęła dania gotowe chłodzone sushi promowane w gazetkach hipermarketów, dyskontów, supermarketów i sieci convenience. Porównano dane z I kwartału 2018 oraz tego samego okresu w 2019 roku.



tagi: sushi, promocja, sprzedaż, konsument, rynek, sieci handlowe,


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