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Rynek alkoholi smakowych i kolorowych

Kategorie produktów

Rynek alkoholi smakowych i kolorowych

Wtorek, 20 sierpnia 2019 Autor: Monika Kociubińska, HURT & DETAL Nr 08/162. Sierpień 2019
Zarówno w kategorii alkoholi mocnych jak i tych słabszych na rynku pojawiło się wiele smakowych nowości. Rynek wódki szturmem podbijają jej „kolorowe" warianty, w segmencie piw już ciężko zliczyć ilość smaków oferowanych przez producentów.
Obecne trendy rynkowe poniekąd zmuszają producentów do oferowania nowych innowacyjnych rozwiązań zarówno smakowych jak i produktowych. Tak jest również na rynku wódki. Jeszcze w 2016 roku na półkach sklepów pojawiło się ok. 23 nowych pozycji wódek smakowych, a już rok później liczba ta się podwoiła. Większość produktów z tego segmentu traci miano wódki, dzięki mniejszej niż 37% zawartości alkoholu, co jest granicą dla wódek. Faktycznie większość z nich ma zawartość ok. 30-32% mocy, a więc są nalewkami bądź likierami. Jednak polski konsument w ostatnim czasie preferuje słabsze alkohole smakowe. Modzie na tego typu trunki towarzyszy wysoka popularność małych opakowań. Największy wzrost sprzedaży odnotowują smakowe nalewki w butelkach 100 i 200 ml.

Małe formaty

Według firmy Synergion codziennie w Polsce wódkę w małych butelkach o pojemności 100 i 200 ml, kupuje 3 miliony osób, co daje rocznie ponad miliard. Według badań wspomnianej firmy, w 2017 roku wartość sprzedaży wódek małego formatu w Polsce wynosiła 6,9 miliarda złotych. Z kolei 60% sprzedanego wolumenu segmentu ekonomicznego stanowią małe butelki.

Z kolei Związek Pracodawców Polski Przemysł Spirytusowy, opierając się na danych firmy badawczej Nielsen podaje, że rocznie sprzedawanych zostało w Polsce w 2018 roku 510 milinów sztuk wódek małych formatów, z czego 18,5 mln sztuk to butelki o pojemności do 90 ml, 284,5 mln sztuk – 100 ml, 207 mln sztuk – 200 ml. Rzecznik ZP PPS informuje, że małe formaty alkoholi mocnych stanowią obecnie 29% rynku alkoholi spirytusowych, którego wartość sięga ok. 11-14 mld zł.

Mimo, wszystko obserwowany dynamiczny wzrost sprzedaży małych formatów wódki nie dzieje się kosztem dużych opakowań. „Małpki”, czyli mała wódka wykreowała nowe zachowania, sposoby użycia i zwyczaje konsumentów, zmieniła też stosunek do picia alkoholu. Konsumenci nie potrzebują specjalnej okazji czy powodu do celebracji, by sięgnąć po małą porcję alkoholu. Spożycie „małpki" jest możliwe w każdym miejscu i okolicznościach, na stałe zagościło w codzienności wielu konsumentów. Małą wódkę kupuje się szybko i zdecydowanie, wypija kilkoma szybkimi łykami w poczuciu jakby tej wódki tak naprawdę w ogóle nie było. Brak obaw przed konsekwencjami, niewielki wydatek i niewinne pojemności czynią je tak popularnymi.

Rynek według GfK

Jak zauważa Katarzyna Krajewska, Manager Consumer Panels & Services GfK, w roku 2018 mieliśmy do czynienia ze znacznym wzrostem segmentu piwa, zwłaszcza radlerów, piwa smakowego, oraz piwa zwykłego. Piwo w największym stopniu spowodowało wzrost w 2018 roku całej kategorii alkoholi (alkohole mocne, lekkie typu likiery, miody, piwo i cydr, wino) kupowanych do domu. Do wzrostu omawianej kategorii w tym okresie przyczyniły się również alkohole mocne (szczególnie wódka, spirytus, whisky, gin, rum), a wartościowo także wina.

„Od 2015 roku można zaobserwować stabilny wzrost piw smakowych – zjawisko to wpisuje się w obowiązujący na rynku trend rozwoju produktów smakowych. Obecnie bardzo dużo mówi się również o trendzie healthy, którego jednym z przejawów może być dynamiczny wzrost segmentu piw bezalkoholowych (o kilkadziesiąt procent rocznie)” – informuje Katarzyna Krajewska.

Oprócz tego GfK sygnalizuje, że od pewnego czasu widoczne jest narastające zjawisko premiumizacji w kategorii alkoholi, zwłaszcza alkoholi mocnych. Najbardziej konsekwentne wzrosty odnotowywała w ostatnich latach whiskey (o kilka – kilkanaście procent rocznie).

„W przypadku wódki – miała ona swoje gorsze chwile. Nieco lepiej radziła sobie jej smakowa odmiana. Coraz większym zainteresowaniem cieszą się wina musujące i wina różowe – oba te produkty widocznie rozwijały się wolumenowo i wartościowo przynajmniej od trzech lat” – przyznaje ekspert GfK.

Do przyczyn rosnącej popularności stosunkowo nowych lub na nowo odkrywanych rodzajów alkoholu ekspert zalicza chęci doświadczania, próbowania przez Polaków nowych produktów, poszukiwania ciekawych smaków i tekstur. „Mamy także coraz bardziej zasobne portfele, coraz powszechniej korzystamy też z oferty lokali gastronomicznych, odwiedzanych w 2018 roku już przez 60% Polaków. Różnorodna oferta punktów gastronomicznych z pewnością dodatkowo kształtuje gusty i wybory Polaków” – dodaje Katarzyna Krajewska.

Smaki lata

W niewielkiej miejscowości Żyrzyn w województwie lubelskim to wódki smakowe w małych pojemnościach najczęściej lądują w koszykach klientów. Jak przyznaje ekspedientka sklepu, setki kolorowe – to obecnie hit sprzedaży. Jak zauważa właściciel sklepu Jarosław Milczarczyk pojemność się zmieniła na 90 ml jednak cena pozostała ta sama. „Również zawartość alkoholu uległa zmianie z 32% na 30. Nie każdy to zauważa, zwłaszcza, że butelka jest niemal identyczna” – dodaje.

Wybór spośród smaków i marek nalewek w małych pojemnościach jest bardzo szeroki. Co jakiś czas dodatkowo pojawiają się nowe smaki czy edycje limitowane związane z aktualną porą roku. Jak informuje ekspedientka sklepu, Anna Noworolnik, śliwka, pigwa, kawa z nutą rumu, grejpfrut oraz gruszka to obecnie smaki najczęściej wybierane. „Cały asortyment mamy w lodówce co wpływa na jeszcze lepszą sprzedaż. Klienci latem oczekują zwłaszcza schłodzonych alkoholi” – dodaje ekspedientka.

Szeroka oferta producentów daje możliwości zaoferowania klientom ciekawych smaków i pozycji. Detaliści zamawiając więcej towaru mogą uzyskać atrakcyjne rabaty. A przed obawą problemu ze sprzedażą pomogą ekspozycje w strategicznych miejscach w sklepie. Obok atrakcyjnej oferty na prestiżowy, innowacyjny, czy w nowym smaku alkohol żaden klient nie przejdzie obojętnie.

Monika Kociubińska
Redaktor



tagi: rynek, alkohole smakowe i kolorowe, sprzedaż, konsument,


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