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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::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Święty Walenty nadchodzi

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Święty Walenty nadchodzi

Piątek, 24 stycznia 2020 Autor: Monika Kociubińska, HURT & DETAL Nr 01/161. Styczeń 2020
Święto zakochanych tuż tuż! I chociaż miłość powinno się okazywać każdego dnia, to walentynki są obowiązkową do tego okazją, której przegapić nie wypada. A nic lepiej nie odda smaku miłości niż…. SŁODKOŚCI!
Walentynki zbliżają się wielkimi krokami. W dzisiejszych czasach, kiedy żyjemy w tak szybkim tempie, warto na moment się zatrzymać i przypomnieć najbliższym o swoich uczuciach. Każdy dzień jest dobry, by okazywać sobie miłość jednak jak się okazuje Polacy potrzebują pretekstu, by uczcić swoje uczucia do drugiej osoby. Wskazuje na to rosnąca popularność walentynek, które na stałe wpisały się do kalendarza wielu osób.

Podejście Polaków do dnia zakochanych

Z licznych badań konsumenckich wynika, że walentynki obchodzi około połowa Polaków. W badaniach Barometr Providenta* więcej kobiet (42%) niż mężczyzn (36%) przyznaje się do celebrowania tego dnia. Dzień zakochanych to okazja szczególnie ważna dla młodych ludzi. 58% osób w wieku 15-24 lata i aż 62% osób do 34 roku życia zamierza tego dnia powiedzieć bliskiej osobie o swoich uczuciach. Romantyczna kolacja, wyjście do kina czy prezent? Co czwarty respondent przyznaje, że planuje spędzić walentynki tradycyjnie, przygotowując kolację. Bardzo często zakochani obdarowują się prezentami. Jak wynika z badań Providenta ponad 20% Polaków podaruje ukochanej osobie słodycze bądź kwiaty. Jedynie 5% wyśle kojarzoną z tym okresem kartkę walentynkową.

Uczestnicy badania Barometr Providenta na walentynki wydadzą średnio 90 zł. Co czwarta osoba planująca obchody święta zakochanych przeznaczy na ten cel od 51 do 100 złotych. Jednocześnie 62% wszystkich respondentów odpowiedziało „tak” na pytanie, czy otrzymali kiedykolwiek prezent na walentynki. Jak się okazało, upominki częściej otrzymywały panie (70%) niż panowie (55%).

Sprzedaż słodyczy

Magdalena Mucha, Client Response Associate w firmie Nielsen przyznaje, że luty coraz częściej kojarzy się Polakom nie tylko z końcem karnawału, ale również z walentynkami, przypadającymi 14 lutego. Miłym gestem jest ofiarowanie tego dnia ukochanej osobie drobnego upominku. „W tym okresie półki i witryny sklepowe wypełnione są mnóstwem czerwonych akcentów: pluszakami, akcesoriami czy walentynkowymi dekoracjami. Jednak oferta walentynkowa nie ogranicza się wyłącznie do biżuterii, dodatków modowych czy kosmetyków, ale niebagatelną rolę odgrywają też słodycze. Co prawda w koszyku słodyczy największą sprzedaż w lutym 2019 roku odnotowała kategoria słodkich ciastek – aczkolwiek to nie one stanowią typowo prezentowe słodkości. Dopiero dwie kolejne kategorie, czyli praliny (dostępne najczęściej w formie bombonierek w kartonowych lub metalowych puszkach w kształcie serca) oraz tabliczki czekoladowe, są typowo okazjonalne – w tym okresie pojawiają się na półkach sklepowych w specjalnej, walentynkowej szacie graficznej” – wyjaśnia Magdalena Mucha z Nielsen.

Według danych Nielsen** wartość sprzedaży dla obu wskazanych kategorii słodyczy w lutym 2019 roku wyniosła nieco ponad 300 mln złotych – prawie 158 mln wygenerowała kategoria pralin, zaś niemal 150 mln kategoria tabliczek czekoladowych. „Mimo tych niemałych kwot, znaczenie sprzedaży wartościowej z lutego w całkowitej sprzedaży rocznej stanowiło jedynie 7,9% dla pralin oraz 7,3% dla tabliczek czekoladowych (rok kończący się na okresie wrzesień 2019). Porównując tę sprzedaż do Świąt Wielkiej Nocy lub Świąt Bożego Narodzenia jest to zdecydowanie mniej (Wielkanoc 2019 – 18% dla pralin oraz 19% dla tabliczek, Boże Narodzenie 2018 – odpowiednio 26% dla pralin i 22% dla tabliczek). W przypadku pralin największym kontrybutorem do wzrostu kategorii był kanał dyskontów, zaś w przypadku tabliczek czekoladowych – średnie sklepy spożywcze” – podkreśla Magdalena Mucha z Nielsena.

Mimo, że luty nie jest najbardziej istotnym miesiącem w sprzedaży dla kategorii pralin, w ujęciu wartościowym według Nielsen kategoria ta odnotowała pozytywny wzrost wartości sprzedaży na poziomie +7,8% względem tego samego miesiąca roku poprzedniego. Wzrost był widoczny nie tylko w ujęciu wartościowym, ale także wolumenowym, jak i zakupionych sztuk opakowań – w 2019 roku Polacy kupowali zdecydowanie więcej pralin (+5,4% w ujęciu wolumenowym, +7,4% w ujęciu jednostkowym). „Największą kontrybucję do wzrostu odnotowały główne marki z wyższej półki cenowej – dwucyfrowym wzrostom wartości sprzedaży towarzyszył podobny, dwucyfrowy wzrost wolumenu sprzedaży. W tym samym czasie tabliczki czekoladowe wykazały się większą stabilizacją sprzedaży – rozwój tej kategorii w ujęciu wartościowym wyniósł jedynie +0,9%. Wśród tabliczek większą popularnością cieszyły się małe tabliczki (do 150 g) – średnio każde 4 z 5 wydanych złotych przeznaczyliśmy na tę wielkość opakowań. Wśród nich zarówno w ujęciu wartościowym, jak i wolumenowym dwucyfrowo rosła sprzedaż tabliczek z ciemnej czekolady oraz tabliczek białych. I choć był to trend utrzymujący się w ciągu całego roku 2019, to widocznie zapoczątkował go właśnie luty ze Świętem Zakochanych w tle” – przyznaje Magdalena Mucha z Nielsen.

Praliny i wino to podstawa

Dane CMR pochodzące z paragonów sklepów małoformatowych potwierdzają, że walentynki to czas kupowania upominków, którymi w tym czasie często są różnego rodzaju czekoladki, bombonierki i praliny. Jak przyznaje dr Magdalena Wilgatek w tygodniu, w którym przypada to święto, znacznie wzrasta liczba paragonów na których znajdziemy praliny.

Analityk danych sprzedażowych z CMR podkreśla, że okres walentynkowy dla kategorii pralin to jeden z lepszych tygodni w roku. Sprzedaż tych właśnie słodkości wzrasta podobnie jak przy okazji innych świątecznych dni np. Dzień Babci, Dziadka, Matki, Ojca czy Dzień Kobiet. Według danych CMR w 2019 roku przed dniem zakochanych ponad dwa razy więcej klientów, w porównaniu do zwykłego tygodnia, wkłada do koszyka praliny. Jednocześnie wartość sprzedaży tej kategorii rośnie blisko trzykrotnie. W okresie walentynek rozszerza się liczba wariantów na półkach w sklepach małoformatowych. W roku 2017 w sklepie małoformatowym można było znaleźć 9 wariantów na placówkę, zaś dwa lata później w tym samym okresie ponad 10 wariantów.

„W tygodniu poprzedzającym święto zakochanych wyjątkowo dobrze rotują praliny i to właśnie one podwajają swoją sprzedaż w tym czasie w sklepach małoformatowych. W 2018 roku w okresie walentynek marka Raffaello potroiła swoją sprzedaż w tygodniu z dniem 14 lutego w porównaniu do tygodnia poprzedzającego w sklepach małoformatowych do 300 mkw. Taka sama sytuacja wystąpiła dla pralin Vobro Frutti di Mare. W tym właśnie okresie wyjątkowo dobrze sprzedawały się marki Magnat, Baron, Mieszko Marcepan, Solidarność L'Amour. Rekord 25-krotny wzrost sprzedaży w porównaniu do tygodnia poprzedzającego święto zakochanych odnotowała marka Wedel Wedlove. Poza tym na 14 lutego chętnie kupujemy Ptasie Mleczko, Toffifee oraz Merci. W okresie walentynek liczba transakcji, na których są praliny wzrasta dwukrotnie. Chętniej niż zwykle kupujemy eleganckie opakowania w kartonie czy puszce. Klienci w sklepach małoformatowych do 300 mkw. na praliny wydają średnio 13 zł. Podobnie jak w pozostałych tygodniach osoby, które wybierają praliny, kupują zazwyczaj jedno opakowanie czekoladek na paragon. Konsumenci z myślą o zakupie pralinek, przychodzą do sklepu już w przeddzień walentynek, jednak szczyt sprzedaży przypada na 14 lutego. W tygodniu poprzedzającym walentynki podwaja się średnia liczba transakcji na sklep” – wyjaśnia dr Magdalena Wilgatek z CMR.

Jak przyznaje Dorota Sobieraj z ASM SFA Polacy, żeby podkreślić rangę prezentu i osobiste zaangażowanie, najczęściej na prezent wybierają produkty klasy premium. „Przy zakupie okolicznościowym nie chodzi o ilość, a o jakość – dla ukochanej osoby kupimy więc raczej ekskluzywne, mniejsze pod względem gramatury, ale droższe markowe praliny w eleganckim opakowaniu, najlepiej tematycznym. W lutym półki sklepowe zapełniają się wymyślnymi pudełeczkami w kształcie serc, róż itp.” – podkreśla Dorota Sobieraj, National Sales Manager ASM SFA.

Poza wzrostem sprzedaży pralin, w czasie święta zakochanych odnotowuje się również wzrost sprzedaży wina. „W 2019 roku w sklepach małoformatowych do 300 mkw. w tygodniu, w którym wypadały walentynki odnotowano wzrost liczby transakcji z winami. Warto zwrócić uwagę na kategorię win musujących, która zanotowała 17% wzrost w stosunku do tygodnia poprzedzającego walentynki. W tym właśnie czasie kategoria win stołowych również odnotowała wzrost – 6%. Najczęściej wybierane wina w tygodniu ze świętem zakochanych to: Fresco i Carlo Rossi. W czasie święta zakochanych klienci znajdą na półce sklepowej ponad 12 różnych wariantów wina. W okresie walentynek konsument średnio wydaje 17 zł na butelkę wina w sklepie małoformatowym” – dodaje dr Magdalena Wilgatek (CMR).

Walentynki w sklepie

W sklepie w Nowej Iwicznej pracownicy sklepu co roku starają się odpowiednio przygotować placówkę na walentynki. Pojawiają się ozdoby i wiele produktów przygotowanych specjalnie na ten dzień. Dominuje czerwień i serduszka a praliny, czekolady i lizaki w kształcie serca są szczególnie widoczne. Jak zaznacza Arleta Stachura, ekspedientka sklepu, zwłaszcza praliny w tym okresie zyskują na znaczeniu. Na kolejnym miejscu są czekolady oraz inne słodkości. „Colian, Odra, Wedel, dr Gerard to najpopularniejsze u nas marki. Oprócz tego zwłaszcza produkty takie jak Merci, Raffaello, Toffifee zyskują na znaczeniu przy okazji walentynek. Swoją sprzedaż zwiększają przede wszystkim praliny i bombonierki. Konsumenci zdecydowanie zwracają uwagę na to, by produkty miały typową dla okresu szatę graficzną. Producenci dbają o to, by taki produkt można było również później sprzedać. Stosują np. nakładki, które po 14 lutego można zdjąć. Jednak to święta oraz walentynki to dwie okazje, przy których klienci najbardziej zwracają uwagę na motywy na opakowaniu” – podkreśla Arleta Stachura.

Pośród opakowań walentynkowych słodyczy dominuje kolor czerwony – jak zauważa Paweł Waśko, Group Account Manager z ASM SFA – ma to związek nie tylko z romantycznymi skojarzeniami, ale także z zupełnie trywialnym pragmatyzmem handlowym: po wyraziście i atrakcyjnie opakowane słodycze klient sięgnie chętniej. „A okolicznościowo obrandowane produkty muszą się sprzedać w krótkim terminie promocji, bo później tracą aktualność i popyt na nie drastycznie spada. Dlatego tak ważna dla producentów jest odpowiednia ekspozycja w sklepach, oryginalne materiały i kampanie POS. Zwłaszcza, że często wyboru słodkiego drobiazgu dla ukochanej osoby dokonujemy spontanicznie, przy okazji innych zakupów” – dodaje Paweł Waśko.

14 lutego zakochani pragną obdarować ukochaną osobę czymś wyjątkowym. Wino oraz praliny to podstawa, a wybór słodkiego upominku najczęściej jest podyktowany pięknym wyglądem opakowania. Warto więc zadbać o ekspozycję bogatą w kolory i kształty miłości, która przykuje wzrok każdego zakochanego klienta. Walentynki to święto miłości, a tą warto pielęgnować!

Monika Kociubińska
Redaktor





tagi: Święto zakochanych, Walentynki, rynek spożywczy, słodycze,


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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