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Ceny małpek ledwie drgnęły. Do czerwca ma być stabilnie

Wiadomości

Ceny małpek ledwie drgnęły. Do czerwca ma być stabilnie

Piątek, 14 lutego 2020
Przez ostatnie dwa lata średnie ceny promocyjne tzw. małpek wzrosły tylko o 0,7%. Najbardziej zdrożały spirytusy – o 3,8%. Wódki czyste podskoczyły o 1,9%, a smakowe prawie stanęły w miejscu. Najmocniej potaniały butelki 50 ml – o 5,5%. Te o pojemności 100 ml miały spadek o 2,3%. Opakowania 200 ml poszły w górę o 1,4%. Ale ten stan wkrótce może się zmienić, bo rząd poszedł na starcie z branżą, chcąc wprowadzić tzw. podatek cukrowy. Jednak niektórzy analitycy uspokajają. Sklepy będą chciały jak najdłużej utrzymać wrażanie, że cen w promocji to nie dotknęło, a tym samym – kieszeni ich klientów. I co najmniej do czerwca tak powinno pozostać.
Analizę przeprowadzili eksperci z międzynarodowej firmy Hiper-Com Poland oraz platformy analityczno-badawczej UCE RESEARCH. Porównano średnie ceny promocyjne z lat 2018-2019. W tym celu sprawdzono wszystkie gazetki wydawane przez dyskonty, hipermarkety, supermarkety, sieci convenience, cash&carry i hurtownie. Łącznie przeanalizowano blisko 19 tys. publikacji.

– Z ogólnych danych wynika, że od początku 2018 r. do 2019 r. średnie ceny promocyjne tzw. małpek wzrosły zaledwie o 0,71%. Najbardziej podrożały spirytusy – o 3,85%. Wódki czyste podskoczyły o 1,97%, a smakowe – o 0,01%. Zatem można stwierdzić, że wskazane różnice są kompletnie niezauważalne dla konsumentów – mówi Krzysztof Zych z międzynarodowej firmy analityczno-doradczej UCE GROUP LTD.

Natomiast Katarzyna Grochowska z Hiper-Com Poland tłumaczy, że niewielkie wzrosty są nieuniknione prawie w każdym segmencie rynku ze względu na rosnące koszty produkcji i transportu. Wynikają one m.in. z coraz wyższych opłat za energię i cen paliw. Planowane podwyżki akcyz na wyroby alkoholowe podniosą ich ceny w sposób zauważalny. Najbardziej zdrożeją spirytusy, następnie – wódki czyste, a na końcu – smakowe.

– Ale to dalej może nie być powodem do tego, żeby sieci drastycznie podniosły ceny. Co istotne, wódki smakowe, które są przecież coraz częściej kupowane przez konsumentów, najmniej zdrożały. W mojej ocenie, dzięki temu zabiegowi sieci chciały pokazać, że tego typu alkohole, sprzedawane w małych butelkach, wciąż są w dobrych cenach, mimo widocznych podwyżek wielu innych towarów – komentuje ekspert z UCE GROUP LTD.

Biorąc pod uwagę poszczególne opakowania, widać, że najbardziej potniały butelki 50 ml, bo o 5,48%. Jednak w tym formacie to dość marginalny produkt. W tej kategorii wódki czyste odnotowały spadek o 7,91%, a smakowe – o 4,33%. Julita Pryzmont z Hiper-Com Poland stwierdza, że najmniejsze małpki mogą być uznawane przez konsumentów za porcję gotową do degustacji. Łatwiej więc ulec impulsowi zakupu niż w przypadku większych pojemności. Do tego niska cena i promocja sprawiają, iż klienci odruchowo i często decydują się na kupno.

– Spadek zaliczyły też opakowania 100 ml – o 2,30%. Jednak w tej kategorii najbardziej poszły w dół wódki smakowe – o 3,25%, a mniej potaniały czyste – o 2,38%. Wzrost o zaledwie 0,91% odnotowały spirytusy, które właśnie w tej wielkości butelkach najczęściej służą do wzmacniania słabszych trunków, kaw czy deserów. Sieciom mniej zależy na ich promocji niż pięćdziesiątek, częściej kupowanych w celu szybkiego, samotnego spożycia – zaznacza dr Maria Andrzej Faliński, ekspert rynku detalicznego.

Z kolei opakowania 200 ml poszły w górę o 1,37%. Wśród nich wódki smakowe zdrożały o 1%, spirytusy – o 0,51%, a wódki czyste – o 0,14%. Beata Büttner-Clauss z platformy analityczno-badawczej UCE RESEARCH uważa, że sieci handlowe po raz kolejny sprytnie rozegrały sprawę. Zwyczajnie kuszą towarem w większym opakowaniu. To nic innego, jak tylko taktyka sprzedażowa. I oczywiście nie ma w tym nic złego.  

– Po ostatnich ruchach rządu w kwestii obłożenia nowym podatkiem, konsumenci nie powinni martwić się na zapas i ulegać medialnym doniesieniom. Po pierwsze, sieci z pewnością mają spore zapasy, zrobione jeszcze niższym kosztem. Po drugie, średnie ceny promocyjne jeżeli już pójdą w górę, to dość minimalnie. Sklepy będą jak najdłużej chciały utrzymać wrażanie, że ich to w żaden sposób nie dotknęło, a przede wszystkim – klientów. I co najmniej do czerwca nic nie powinno się zmienić w tej kwestii – podsumowuje analityk z UCE GROUP LTD.  




tagi: małpki, alkohole, rynek, sprzedaż, konsument,


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