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Kawa, herbata i... ciacho!

Kategorie produktów

Kawa, herbata i... ciacho!

Piątek, 31 maja 2019 Autor: Joanna Kowalska, HURT & DETAL Nr 05/159. Maj 2019
Poranki, niezależnie od tego czy mówimy o weekendzie czy pozostałej części tygodnia, możemy umilać poprzez rytuał picia kawy, herbaty i zjedzenia słodkiej przekąski. Sprawdzamy co najczęściej we wspomnianych kategoriach wybierają Polacy, jaka jest aktualna oferta producentów i co można znaleźć na sklepowych półkach.
Kawa czy herbata? To odwieczny spór między zwolennikami obu wspomnianych naparów. Wspólnym mianownikiem jest jednak ich działanie pobudzające. I rytuał spożywania – celebrowanie chwili, delektowanie się smakiem i często łączenie ich picia ze słodkim co nieco w postaci ciastek, cukierków, wafelków, batoników czy czekoladek.

Sprzedaż herbaty i kawy

Sprzedaż herbat w ostatnim czasie jest na polskim rynku stabilna. „Najpopularniejszą podkategorią wśród herbat w maju 2018 roku były herbaty czarne ekspresowe, które w sklepach małoformatowych do 300 mkw. generowały 44% sprzedaży kategorii herbat” – wyjaśnia Katarzyna Cieślik z CMR.

Według wyliczeń instytutu, największe udziały w sprzedaży w ujęciu wartościowym wśród producentów posiadali Unilever, Herbapol Lublin i Mokate. Wspomniane firmy w maju 2018 r. zdobyły łącznie 64% udziałów. „Liderem sprzedaży w ujęciu wartościowym spośród marek w maju 2018 był Lipton (Unilever), który odpowiadał za 28% wartości sprzedaży. Duże znaczenie w sklepach małoformatowych mają także Saga (Unilever), Minutka (Mokate) i Zielnik Polski (Herbapol-Lublin)” – wymienia ekspertka CMR, Katarzyna Cieślik.

Jak wynika z danych zebranych przez CMR, kawa w maju 2018 roku dostępna była w 97% sklepów małoformatowych, a na placówkę przypada średnio 25 wariantów.

„Największą popularnością wśród klientów sklepów małoformatowych cieszy się kawa mielona, która w maju 2018 wygenerowała 64% obrotów tą kategorią. Kawa rozpuszczalna odpowiadała za blisko 22% wartości sprzedaży, miksy kawowe za 6%, zaś kawa cappuccino za 3%. Największe udziały w wartości sprzedaży kaw w maju 2018 należały do Jacobs Douwe Egberts (32% udziałów), Strauss Cafe Poland (18% udziałów), Tchibo (14%) i Nestlé (14%). Marki, które generowały największe obroty to Prima Finezja, Jacobs Kronung i Tchibo Family.” – informuje Katarzyna Cieślik z CMR.

Coś na słodko...

Wybór słodkich przekąsek, które możemy spożywać przy okazji picia kawy czy herbaty jest bardzo szeroki. Producenci chętnie inwestują w rozwój portfolio, a detaliści często decydują się na rozszerzenie oferty we wspomnianej kategorii.

CMR podaje, że słodycze to jedne z częściej kupowanych produktów w sklepach małoformatowych do 300 mkw. Różnego rodzaju słodkie przekąski pojawiają się na co ósmym paragonie, przy czym największy udział w wartości sprzedaży mają ciastka, czekolady i batony. Te pierwsze zajmują najwięcej miejsca na półce.  Udział w wartości sprzedaży ciastek to aż 19%. Dalej znajdują się tabliczki czekoladowe (14%), batony (14%), praliny (12%) oraz wafle impulsowe.

„Największe udziały w wartości sprzedaży wafelków impulsowych w maju 2018 r. należały do producentów Mondelez, Colian i IDC Holding, którzy łącznie posiadali 68% udziałów” – tłumaczy Katarzyna Cieślik z CMR.

Z kolei wartość sprzedaży batonów w sklepach małoformatowych do 300 mkw. w maju 2018 roku w stosunku do maja poprzedniego roku zmniejszyła się o 1%. Największe udziały w wartości sprzedaży w maju 2018 r. należały do Ferrero i Mars, którzy łącznie posiadali ponad połowę udziałów. Na kolejnych miejscach uplasowali się Nestlé z udziałem 12% i Wedel z udziałem w wartości sprzedaży 8%” – wskazuje Katarzyna Cieślik, CMR.

Na sklepowej półce

W łódzkim sklepie, położonym przy ul. Gościnnej, ekspozycja zarówno kawy jak i herbaty jest bardzo istotna. W pierwszej z kategorii, klienci mogą wybierać spośród wielu rodzajów – od kaw ziarnistych, przez najbardziej popularne – mielone i rozpuszczalne – po modne 3w1 i 2w1 oraz pozycje zbożowe czy cappuccino.

„Coraz więcej osób poszukuje u nas kawy w ziarnach. Ekspresy do jej parzenia stały się na tyle popularne, że częściej niż kiedyś można je spotkać w domach, stąd też większe zainteresowanie kategorią. Wiele osób podkreśla przy tym, że taka kawa smakuje im bardziej niż pozostałe warianty” – opowiada Paweł Wójcik, właściciel sklepu w Łodzi. We wspomnianej kategorii kleinci mogą wybierać spośród kaw Lavazza, Woseba czy Fort.

Detalista zaznacza jednak, że nadal najpopularniejszym wariantem jest kawa mielona, a za nią – rozpuszczalna. Wśród tej pierwszej dostępne są m.in. Jacobs, Tchibo, Prima, Fort, Lavazza, Sido, MK Cafe czy Pedros. W gronie rozpuszczalnych znajdziemy z kolei Jacobs, Nescafe czy Primę w różnych wariantach.

W sklepie znajdziemy też warianty cappucino i złożowe. Właściciel podkreśla, że nie są one kupowane tak często jak pozostałe, ale na półce znajdziemy najbardziej znane produkty – Inkę, Anatola i różne smaki kaw Mokate.

W sklepie pana Pawła są dostępne zarówno herbaty czarne, jak i zielone czy owocowe. W ofercie jest wiele marek ze względu na różne preferencje klientów. Jednak najczęściej wśród herbacianych pozycji na paragonach znajduje się Lipton. Oprócz wspomnianej marki na półkach znajdują się też herbaty Irving, Saga, Minutka, Loyd, Tetley, Ahmad Tea, Herbapol, Big-Active, Vitax czy Bifix.

W sklepie pana Pawła słodycze cieszą się dużą popularnością. Właściciel nie ukrywa, że często są one kupowane właśnie jako słodka przekąska do kawy czy herbaty. W tym przypadku często wybierane są ciastka. W łódzkiej placówce oferta składa się głównie z wyrobów pod markami Dr Gerard, Delicje Wedel, Tago, Familijne, Kopernik czy Krakuski.

Wśród impulsowych słodyczy, najchętniej jako przekąska do gorących napojów wybierane są wafelki i batony. „W ofercie sklepu są m.in. Grześki, Prince Polo, Pawełek, Princessa, Mars, Snickers, Góralki, Kinder Bueno czy Knoppers.

Ofertę kawy i herbaty warto skorelować z asortymentem słodkich przekąsek, by kategorie te wzajemnie się uzupełniały. Warto zachęcać do uzupełniających się zakupów poprzez odpowiednią ekspozycję. Ma być słodko i aromatycznie!

Joanna Kowalska
Redaktor



tagi: kawa, herbata, ciacho, słodycze, produkty, dieta, zdrowie, konsumem ,


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