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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1293

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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 1302

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

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1602

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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 1612

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, assuming $this from incompatible context in /PEAR/DB/common.php on line 1629

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

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1475

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1602

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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 1612

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1629

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Strict Standards: Non-static method xajaxPluginManager::getInstance() should not be called statically, assuming $this from incompatible context in /__handel_admin/lib/xajax.inc.php on line 194

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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

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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1629

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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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 1612

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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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

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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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1612

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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

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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

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

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

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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

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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

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

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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

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Strict Standards: Non-static method PEAR::isError() should not be called statically, assuming $this from incompatible context in /PEAR/HTML/QuickForm.php on line 603

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Rynek napojów energetycznych i izotonicznych

Kategorie produktów

Rynek napojów energetycznych i izotonicznych

Piątek, 31 maja 2019 HURT & DETAL Nr 05/159. Maj 2019
Rynek napojów energetycznych i izotonicznych już od kilku lat się rozwija. Najszybszym tempem wzrostu charakteryzują się napoje energetyczne. Napoje izotoniczne odnotowują nieco mniejsze wzrosty, jednak jest to kategoria z ogromnym potencjałem. Wiosna i lato to czas największych wzrostów sprzedaży napojów w tych segmentach.
Według raportu przygotowanego przez Nielsena „Rynek napojów bezalkoholowych w Polsce” kategoria obejmująca napoje energetyczne, izotoniczne i witaminowe w okresie wrzesień 2017 – wrzesień 2018 w porównaniu do analogicznego okresu rok wcześniej odnotowała dwucyfrowy wzrost zarówno wartości sprzedaży (17,2%) jak i wolumenu (13,8%). Top 3 produkty stanowiły ponad 30% obrotu wartościowego kategorii na przestrzeni ostatnich 12 miesięcy. Spośród tej kategorii największym segmentem są napoje energetyczne, które cechują się największą dynamiką wzrostu wartości sprzedaży (18,1%). Jak zauważa agencja badawcza popyt na tego rodzaju napoje rośnie wraz ze wzrostem temperatury. Dla każdego segmentu omawianej kategorii najwyższa wartość sprzedaży raportowana jest w sierpniu.

Kanały sprzedaży

Jak wynika z raportu przygotowanego przez Nielsen, większość sprzedaży napojów energetycznych, izotonicznych i witaminowych ma miejsce w kanałach małoformatowych (69,4%), z których największe znaczenie mają średnie sklepy spożywcze, kolejno dyskonty i stacje benzynowe. Lokalizacja sprzedaży odbiega od struktury sprzedaży koszyka napojowego ze względu na szczególną wagę małego formatu oraz stacji benzynowych w porównaniu do innych kategorii napojów bezalkoholowych. Napoje energetyczne, izotoniczne, witaminowe zdominowane są przez małe opakowania o pojemności 0,25 l, jednocześnie zauważane jest rosnące znaczenie sprzedaży opakowań 0,5 l.

Napoje energetyczne

Jak wynika z danych CMR dotyczących sprzedaży w sklepach małego formatu do 300 mkw., w okresie od stycznia do września 2018 roku w porównaniu z tym samym okresem rok wcześniej, wartość sprzedaży napojów energetycznych wzrosła o 21,1%. Jak przyznaje Daniel Antonik z CMR w 3 kwartale w takim sklepie można było znaleźć około 14,5 wariantów popularnych energetyków.

„Liderem pod względem udziałów wartościowych w 3 kwartale 2018 roku była firma Food Care (około 26% udziałów). Około 20% w sprzedaży napojów energetycznych miały Red Bull i Maspex. W 2018 roku swoje udziały zwiększył Monster Beverage, który we wrześniu 2018 r. odpowiadał za 13% wartości sprzedaży tej kategorii produktowej” – informuje ekspert CMR.

Z danych instytutu wynika, że najpopularniejszymi markami wśród energetyków są: Black od Food Care – 22,7% udziałów wartościowych, Red Bull – 20,3%, Tiger (Maspex) 18,2%, Monster (Monster Beverage) – 12,7% oraz Burn (Coca Cola) – 5,1%.

Napoje izotoniczne mają dużo mniejsze znaczenie w sklepach małoformatowych, ale również zanotowały wzrost wartości sprzedaży w 3 pierwszych kwartałach 2018 roku o 20%.

„Izotoniki były dostępne w około 85% sklepów małoformatowych do 300 mkw. W 3 kwartale 2018 klient na półce sklepu małoformatowego mógł znaleźć około 7 różnych izotoników” – wyjaśnia Daniel Antonik z CMR.

Trendy

Szczególną popularnością cieszą się w ostatnich latach napoje energetyczne, izotoniczne i witaminowe, stworzone by zaspokajać potrzeby konkretnych grup konsumentów – osób aktywnych fizycznie, intensywnie pracujących umysłowo czy poszukujących napojów wzbogaconych witaminami. Jak czytamy w raporcie Nielsena wszystkie typy wyżej wymienionych napojów, rozwijają się w tempie kilkunastu procent w skali roku, każdy z nich reprezentuje coraz większa liczba unikatowych produktów w jednym sklepie – w ciągu ostatnich dwóch lat półka poszerzyła się dla nich w każdym kanale. W ofercie wiodących producentów konsumenci mogą znaleźć produkty dedykowane m.in. dla graczy komputerowych, sportowców czy kierowców.

„Personalizacja produktów jest szczególnie silnym trendem w segmencie napojów energetycznych. Powstaje wiele nowych linii produktowych, których nazwa, grafika czy skład są skierowane do specyficznej grupy konsumentów – kibiców jednego z klubów piłkarskich, fanów konkretnego muzyka lub gier komputerowych – na rynku napojów energetycznych w ciągu 2 lat przybyło około 50 nowych linii produktowych, często adresujących nowe potrzeby” – komentuje Joanna Martynko z Nielsena.

Kolejnym trendem obecnym na rynku napojów jest prozdrowotność produktów, która przejawia się zawartością dodatków superfoods, np. nasiona chia czy jagody goji. „Co ciekawe, tego typu dodatki pojawiają się również w innych kategoriach np. napojach energetycznych, do których poza superfoods dodawana jest naturalna kofeina lub kombucha. Choć udział tych produktów jest jeszcze niewielki, ich rozwój jest dynamiczny” – zaznacza Natalia Mączyńska z Nielsena.

Dane sprzedażowe nie wskazują jednak na całkowity odwrót od podstawowej oferty. Kategorie takie jak napoje energetyczne, izotoniczne oraz witaminowe stale notują wzrosty sprzedaży. Należy jednak podkreślić, że segmenty light w tych kategoriach notują bardziej dynamiczne tempo wzrostu w porównaniu do całych kategorii. Wydaje się, że konsumenci nie zmieniają całkowicie swoich nawyków, a jedynie kierują się w stronę produktów postrzeganych jako zdrowsze.

Monika Kociubińska
Redaktor


tagi: napoje energetyczne i izotonicznych, rynek, sprzedaż, konsument,


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