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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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Odrobina słodyczy

Kategorie produktów

Odrobina słodyczy

Niedziela, 15 grudnia 2019 Autor: Monika Kociubińska, HURT & DETAL Nr 12/166. Grudzień 2019
Okres świąteczny to taki czas w roku, gdy pozwalamy sobie na rozsmakowanie się w łakociach. Czekolady, ciastka, żelki, karmelki… Nie sposób wymienić wszystkich a przecież na rynku wciąż pojawiają się nowości. Co najszybciej znika ze sklepowych półek i jakie będą trendy na nowy rok?
Dlaczego uwielbiamy słodycze? Odpowiedź jest tylko jedna – to czysta przyjemność. Potwierdzają to badania przeprowadzone przez Nielsen, z których wynika, że aż 79% respondentów sięga po słodkie przekąski przede wszystkim dla osobistej przyjemności. Ale to nie jedyny powód. Słodycze dla konsumentów są świetnym rozwiązaniem na poprawę humoru jak również stanowią antidotum na tzw. „gorsze dni”.

Rynek łakoci

Polacy bardzo chętnie sięgają po słodkości o czym świadczą wzrosty wartości tego rynku. Jak informuje Marek Przeździak, Prezes Stowarzyszenia Polskich Producentów Wyrobów Czekoladowych i Cukierniczych (Polbisco), rynek słodyczy i przekąsek w Polsce jest już wart 17,3 mld zł i odpowiada za 13,3% wartościowych obrotów całego koszyka spożywczego. Największą kategorią są ciastka, które odpowiadają za 13,6% obrotów wartościowych. Natomiast w okresie styczeń-wrzesień 2019 roku produkcja czekolady i wyrobów czekoladowych wzrosła o 0,1% wobec takiego samego okresu 2018 roku i wyniosła łącznie 307 tys. ton.

Branża słodyczy to bogactwo smaków i doznań – wyróżniamy tutaj zarówno kategorie typowo czekoladowe jak drażetki, tabliczki czekoladowe, batony, figurki i zestawy czekoladowe, praliny, ale także te odrobinę mniej czekoladowe czy też z dodatkiem czekolady: ciasta gotowe, cukierki i lizaki, wafle impulsowe, słodkie ciastka, batony muesli, chałwa i sezamki oraz gumy do żucia. „Spośród nich niezmiennie od lat stabilną pozycję lidera utrzymują kategorie: ciastek, tabliczek czekoladowych oraz pralin. Na drugim końcu mamy zaś chałwę i sezamki oraz batony muesli, które są najmniejsze w ujęciu wartościowym dla całej branży. Największe wzrosty sprzedaży w okresie rocznym (październik 2018-wrzesień 2019) odnotowały kategorie: batony muesli (+13,7%), wafle (+9,3%) oraz batony czekoladowe (+9,1%). Wzrosty sprzedaży były m.in. wynikiem szerszego asortymentu i nowości produktowych w ramach wspomnianych kategorii. Znacząca część kategorii z branży słodyczy podlega dużym wahaniom sezonowym, ze wzrostami sprzedaży przypadającymi na dwa kluczowe dla branży momenty, tj. Święta Wielkanocne oraz Święta Bożego Narodzenia. Ich sprzedaż w okresach przedświątecznych potrafi rosnąć dwu – bądź nawet trzykrotnie względem średniej sprzedaży w poprzedzających miesiącach” – informuje Magdalena Mucha, Client Response Associate w firmie Nielsen*.

W zeszłym roku suma sprzedaży przedświątecznej (listopada i grudnia) stanowiła 21,2% całorocznej sprzedaży wartościowej i pomimo wielu okazji prezentowych pojawiających się w ciągu roku, stanowi wciąż najbardziej łakomy kąsek dla producentów.

Trendy lokalnie i globalnie

Jakie będą trendy w przyszłym roku? „Z pewnością innowacyjne trendy wyznaczać będą kierunki rozwoju globalnego rynku żywności w 2020 r. Jedną z ważniejszych rzeczy, którą należy promować w produktach, to czysta etykieta” – zaznacza prezes Polbisco.

Analizując kluczowe trendy konsumenckie zauważyć można ogólny trend wzrostu w sektorze przekąsek – zdrowe a zarazem słodkie i słone przekąski są obecnie w centrum zainteresowania konsumentów. „Jeszcze kilka lat temu konsumenci w Polsce nie przykładali wagi do takich kwestii, jak marnowanie żywności, ekologia czy czysta etykieta. Zmiana świadomości i nawyków żywieniowych polskich nabywców sprawia, że podążamy za tymi prozdrowotnymi i typu „convinience” trendami” – wyjaśnia Marek Przeździak.

Globalna kategoria słodyczy czekoladowych aktywnie reaguje na potrzeby dzisiejszego konsumenta z naciskiem na wyzwania związane z łączeniem aspektu przyjemnościowego z obawami wokół nadmiernej konsumpcji cukru. Jak wyjaśnia Honorata Jarocka, Senior Food and Drink Analyst z firmy Mintel, mimo zwiększonego zainteresowania zdrowym stylem życia, pozycja czekolady wydaje się jednak niezagrożona. Według badań konsumenckich Mintel ponad trzy piąte respondentów we Włoszech, Hiszpanii i Polsce deklaruje, że pozwalają sobie na okazjonalne „grzeszki”.

„Myśląc o możliwościach w kontekście innowacji produktowych, warte rozważenia są trzy obszary: premiumizacja, budowanie wartości dodanej poprzez funkcjonalności – np. związane z wykorzystaniem składników typu superfoods lub probiotyków – oraz eksperymenty wokół unikalnych smaków, tekstur, aspektów wizualnych i sposobów przechowywania (np. słodycze czekoladowe do spożycia po schłodzeniu).

Ciekawym obszarem są też warianty spójne z dietą wegańską, przy czym według danych Mintel, zainteresowanie wegańską mleczną czekoladą zgłasza niemal dwie piąte respondentów we Francji, Hiszpanii i Polsce. Są to konsumenci, którzy do tej pory nie próbowali takich innowacji, ale chcieliby ich skosztować. Warto zauważyć, że spora część rynku czekoladowego, tj. ciemne czekolady, ma atrybuty wegańskie, mimo tego, że w wielu przypadkach brakuje takich oświadczeń na opakowaniu. Wyzwanie, i możliwość rozwoju, stanowią zatem eksperymenty wokół roślinnych alternatyw dla czekolady mlecznej” – przyznaje Honorata Jarocka.

Słodycze to jedne z częściej kupowanych produktów w sklepach małoformatowych do 300 mkw. – w okresie październik 2018-marzec 2019 r. różnego rodzaju słodkie przekąski pojawiały się na co siódmym paragonie i odpowiadały za 4,5% całkowitej wartości sprzedaży. Dlatego warto szczególnie zadbać o tę kategorię w sklepie. Zgodne z trendami czy wręcz przeciwnie – słodkie przyjemności należą się każdemu!

Monika Kociubińska
Redaktor



tagi: słodycze, produkty, rynek, sprzedaż, konsument,


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