{"id":32344,"date":"2023-12-22T13:22:47","date_gmt":"2023-12-22T12:22:47","guid":{"rendered":"http:\/\/progressivemagazin.rs\/online\/?p=32344"},"modified":"2023-12-22T13:22:48","modified_gmt":"2023-12-22T12:22:48","slug":"omeksivaci-i-tretmani-za-kosu","status":"publish","type":"post","link":"http:\/\/progressivemagazin.rs\/online\/omeksivaci-i-tretmani-za-kosu\/","title":{"rendered":"Omek\u0161iva\u010di i tretmani za kosu"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"340\" height=\"510\" src=\"http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2023\/12\/221223-beautiful-woman-with-curls-makeup.jpg\" alt=\"\" class=\"wp-image-32345\" srcset=\"http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2023\/12\/221223-beautiful-woman-with-curls-makeup.jpg 340w, http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2023\/12\/221223-beautiful-woman-with-curls-makeup-200x300.jpg 200w\" sizes=\"(max-width: 340px) 100vw, 340px\" \/><figcaption class=\"wp-element-caption\"><sub>Foto: Freepik<\/sub><\/figcaption><\/figure><\/div>\n\n\n<p>(tekst je objavljen u Porgressive magazinu br. 213, decembar 2023)<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Omek\u0161iva\u010di generi\u0161u 43% ukupne vrednosti, a tretmani za kosu, pod koje spadaju maske za kosu, ulja, serumi i specijalni tretmani, generi\u0161u 57% vrednosti.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>GfK analiza tr\u017ei\u0161ta:<\/strong><\/p>\n\n\n\n<p>U fokusu ovog istra\u017eivanja je kupovina omek\u0161iva\u010da i tretmana za kosu u periodu od juna do septembra 2023. godine u Srbiji.<br>U posmatranom \u010detvoromese\u010dnom periodu, proizvod ove kategorije je barem jednom kupilo 28% doma\u0107instava u Srbiji, sa prose\u010dnom frekvencijom od 1,6. Prose\u010dna pla\u0107ena cena je porasla u odnosu na isti period prethodne godine za 20%. Omek\u0161iva\u010di generi\u0161u 43% ukupne vrednosti, a tretmani za kosu, pod koje spadaju maske za kosu, ulja, serumi i specijalni tretmani, generi\u0161u 57% vrednosti.<br>Ako posmatramo prodajne formate, drogerije se izdvajaju kao ubedljivo najdominantniji format sa 53% vrednosnog u\u010de\u0161\u0107a. Slede\u0107i format su tradicionalne prodavnice sa 10% u\u010de\u0161\u0107a, supermarketi sa 9% i svi preostali formati zajedno generi\u0161u 28% vrednosti ove kategorije. Prodavac sa najvi\u0161om lojalno\u0161\u0107u je Lilly.<br>Top proizvo\u0111a\u010di unutar kategorije omek\u0161iva\u010da i tretmana za kosu \u2018odnose\u2019 61% ukupne vrednosti, i to su (abecednim redosledom): dm, L\u2019Or\u00e9al (Garnier i L\u2019Or\u00e9al), Schwarzkopf&amp;Henkel i Stevan Still Cosmetics. Proizvo\u0111a\u010d sa najvi\u0161om lojalno\u0161\u0107u je L\u2019Or\u00e9al. Lojalnost vode\u0107em proizvo\u0111a\u010du iznosi 44%.<br>Udeo trgova\u010dkih marki je porastao u odnosu na isti period prethodne godine i iznosi 20% ukupne vrednosti kategorije. Lojalnost trgova\u010dkim markama je zabele\u017eila pad. Malo vi\u0161e od \u010detvrtine generisane vrednosti, 26%, poti\u010de od proizvoda kupljenih na promociji, dok vrednosna lojalnost promocijama iznosi 76%, odnosno kupci koji kupuju proizvode i na promocijama na njih odvajaju 76% bud\u017eeta namenjenog za ovu kategoriju. <\/p>\n\n\n\n<p><em>Slavica Kova\u010devi\u0107,<br>Junior Research Consultant,<br>CPS GfK<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(tekst je objavljen u Porgressive magazinu br. 213, decembar 2023) Omek\u0161iva\u010di generi\u0161u 43% ukupne vrednosti, a tretmani za kosu, pod koje spadaju maske za kosu, ulja, serumi i specijalni tretmani, generi\u0161u 57% vrednosti. GfK analiza tr\u017ei\u0161ta: U fokusu ovog istra\u017eivanja je kupovina omek\u0161iva\u010da i tretmana za kosu u periodu od juna do septembra 2023. godine [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32345,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pgc_sgb_lightbox_settings":""},"categories":[19,10],"tags":[],"_links":{"self":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/32344"}],"collection":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/comments?post=32344"}],"version-history":[{"count":1,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/32344\/revisions"}],"predecessor-version":[{"id":32346,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/32344\/revisions\/32346"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media\/32345"}],"wp:attachment":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media?parent=32344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/categories?post=32344"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/tags?post=32344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}