{"id":34802,"date":"2024-12-02T12:25:30","date_gmt":"2024-12-02T11:25:30","guid":{"rendered":"https:\/\/progressivemagazin.rs\/online\/?p=34802"},"modified":"2024-12-11T18:18:12","modified_gmt":"2024-12-11T17:18:12","slug":"instant-kafa-mesavine-i-kapsule","status":"publish","type":"post","link":"http:\/\/progressivemagazin.rs\/online\/instant-kafa-mesavine-i-kapsule\/","title":{"rendered":"Instant kafa, me\u0161avine i kapsule (novembar 2024, YouGov CPS)"},"content":{"rendered":"\n

YouGov CPS analiza: RAST PENETRACIJE TRADICIONALNE INSTANT KAFE<\/strong><\/p>\n\n\n\n

Supermarketi su maloprodajni format koji generi\u0161e 46% kupljenih koli\u010dina tradicionalne instant kafe, dok su se tradicionalne prodavnice izdvojile kod me\u0161avina i kapsula sa 30% u\u010de\u0161\u0107a.<\/em><\/p>\n\n\n\n

Analizira: Ana Kova\u010devi\u0107, <\/strong>Junior Research Consultant, YouGov Panel doma\u0107instava<\/strong><\/em><\/p>\n\n\n\n

U fokusu ovog istra\u017eivanja je kupovina tradicionalne instant kafe i me\u0161avina, uklju\u010duju\u0107i i kapsule, u doma\u0107instvima u Srbiji u periodu od juna do septembra 2024. godine.
Tradicionalnu instant kafu je tokom posmatranog perioda bar jednom kupilo 27% doma\u0107instava, pri \u010demu je zabele\u017een rast penetracije u odnosu na isti period prethodne godine. Iako navedeni KPI opada kod me\u0161avina i kapsula, ova potkategorija kafe je znatno zastupljenija – penetracija iznosi 55%. Dok prose\u010dna u\u010destalost kupovine tradicionalne instant kafe ostaje stabilna (2,6 puta), frekvencija kupovine me\u0161avina i kapsula opada i iznosi ne\u0161to manje od \u0161est puta.<\/p>\n\n\n\n

Po kanalima prodaje
<\/strong>Supermarketi su maloprodajni format koji generi\u0161e 46% kupljenih koli\u010dina tradicionalne instant kafe, dok su se tradicionalne prodavnice izdvojile kod me\u0161avina i kapsula sa 30% u\u010de\u0161\u0107a. U potkategoriji tradicionalne instant kafe slede minimarketi sa 19% i diskontni lanci sa 18%, dok kod me\u0161avina i kapsula supermarketi imaju 24%, a minimarketi 23%.<\/p>\n\n\n\n

Vode\u0107i igra\u010di
<\/strong>Na tr\u017ei\u0161tu tradicionalne instant kafe dva vode\u0107a proizvo\u0111a\u010da odnose 69% ukupne koli\u010dine potkategorije, a to su, abecednim redosledom: Jacobs Douwe Egberts i Nestl\u00e9. Tri vode\u0107a proizvo\u0111a\u010da na tr\u017ei\u0161tu me\u0161avina i kapsula ostvaruju udeo od 70%, i to su: Atlantic Grand, Mokate i Nestl\u00e9 (po abecednom redu).<\/p>\n\n\n\n

Trgova\u010dke marke i PL
<\/strong>Trgova\u010dke marke imaju ve\u0107u va\u017enost kod tradicionalne instant kafe – one ostvaruju koli\u010dinski udeo od 28%, dok kod me\u0161avina i kapsula njihovo u\u010de\u0161\u0107e iznosi 11%. Tako\u0111e, promocije igraju va\u017enu ulogu kod tradicionalne instant kafe – proizvodi koji se kupe na promociji generi\u0161u 70% ukupne koli\u010dine ove potkategorije. Sa druge strane, me\u0161avine i kapsule kupljene na promociji imaju u\u010de\u0161\u0107e od 32%. <\/p>\n\n\n\n

O Consumer and Shopper Intelligence u YouGov-u<\/strong>
YouGov divizija Consumer & Shopper Intelligence, ranije poznata pod nazivom Consumer Panel Services GfK (CPS GfK), nudi bogatu ekspertizu i visokokvalitetne podatke panela doma\u0107instava. Mi poma\u017eemo svetski priznatim FMCG & Retail brendovima u kreiranju vrhunskog iskustva kupaca na svakom od stadijuma tokom shopper journey<\/em> procesa.
Kontinuirano pratimo pona\u0161anje kupaca na razli\u010ditim lokacijama kupovine, \u0161to nam omogu\u0107ava da izmerimo njihov \u201efootprint\u201d<\/em> i na\u0161im klijentima pru\u017eimo iscrpan pregled i dubinsko razumevanje, kako pro\u0161lih, tako i sada\u0161njih i budu\u0107ih navika, pona\u0161anja i motivacije kupaca.  <\/p>\n\n\n\n

Saznajte vi\u0161e: Consumer and Shopper intelligence | Growth with Data Solutions<\/a> <\/p>\n\n\n\n

Pro\u010ditajte o YouGov group<\/a>akviziciji Consumer Panel Services GfK<\/a><\/p>\n\n\n\n

(tekst je objavljen u Progressive magazinu br. 222, novembar 2024)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

YouGov CPS analiza: RAST PENETRACIJE TRADICIONALNE INSTANT KAFE Supermarketi su maloprodajni format koji generi\u0161e 46% kupljenih koli\u010dina tradicionalne instant kafe, dok su se tradicionalne prodavnice izdvojile kod me\u0161avina i kapsula sa 30% u\u010de\u0161\u0107a. Analizira: Ana Kova\u010devi\u0107, Junior Research Consultant, YouGov Panel doma\u0107instava U fokusu ovog istra\u017eivanja je kupovina tradicionalne instant kafe i me\u0161avina, uklju\u010duju\u0107i i […]<\/p>\n","protected":false},"author":1,"featured_media":34803,"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\/34802"}],"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=34802"}],"version-history":[{"count":7,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/34802\/revisions"}],"predecessor-version":[{"id":34938,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/34802\/revisions\/34938"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media\/34803"}],"wp:attachment":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media?parent=34802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/categories?post=34802"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/tags?post=34802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}