{"id":36689,"date":"2025-11-05T12:33:35","date_gmt":"2025-11-05T11:33:35","guid":{"rendered":"https:\/\/progressivemagazin.rs\/online\/?p=36689"},"modified":"2025-12-04T15:41:50","modified_gmt":"2025-12-04T14:41:50","slug":"omeksivaci-za-ves-9","status":"publish","type":"post","link":"http:\/\/progressivemagazin.rs\/online\/omeksivaci-za-ves-9\/","title":{"rendered":"Omek\u0161iva\u010di za ve\u0161 (oktobar 2025, YouGov)"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"400\" height=\"340\" src=\"https:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2025\/11\/51125-towel-roll-stack-shelf.png\" alt=\"\" class=\"wp-image-36690\" srcset=\"http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2025\/11\/51125-towel-roll-stack-shelf.png 400w, http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2025\/11\/51125-towel-roll-stack-shelf-300x255.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><figcaption class=\"wp-element-caption\"><sub>Foto: Freepik<\/sub><\/figcaption><\/figure><\/div>\n\n\n<p><\/p>\n\n\n\n<p>(tekst je objavljen u Progressive magazinu br. 231, oktobar\/novembar 2025)<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>NAJVE\u0106I VOLUMENSKI UDEO IMAJU SUPERMARKETI<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Svi maloprodajni formati, osim supermarketa i drogerija, registruju pad koli\u010dinskog udela u kategoriji u pore\u0111enju sa periodom mart-jun 2024. godine.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Analiza YouGov<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Andrea Mitrovi\u0107<br><\/strong>Associate Market Analyst<br><strong>andrea.mitrovic@yougov.com<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>U fokusu ovog istra\u017eivanja je kupovina omek\u0161iva\u010da za ve\u0161 od strane doma\u0107instava u Srbiji u periodu od marta do juna 2025. godine.<br>Tokom posmatranog perioda, 58% doma\u0107instava u Srbiji bar jednom je kupilo omek\u0161iva\u010d za ve\u0161, dok u\u010destalost kupovine iznosi ne\u0161to vi\u0161e od dva puta. Me\u0111utim, i penetracija i frekvencija bele\u017ee pad u odnosu na isti period prethodne godine.<br><\/p>\n\n\n\n<p><strong>Po kanalima prodaje<br><\/strong>Svi maloprodajni formati, osim supermarketa i drogerija, registruju pad koli\u010dinskog udela u kategoriji u pore\u0111enju sa periodom mart-jun 2024. godine. Supermarketi generi\u0161u najve\u0107i volumenski udeo (30%), a slede ih minimarketi (22%), tradicionalne prodavnice (13%), diskontni lanci (12%) i drogerije (11%), dok hipermarketi ostvaruju udeo koji iznosi manje od 10%.<br><\/p>\n\n\n\n<p><strong>Vode\u0107i igra\u010di<br><\/strong>Tri vode\u0107a proizvo\u0111a\u010da omek\u0161iva\u010da za ve\u0161 na doma\u0107em tr\u017ei\u0161tu, pore\u0111ana po abecednom redu, jesu Beohemija, Henkel i Procter &amp; Gamble. Njihovo ukupno koli\u010dinsko u\u010de\u0161\u0107e iznosi 46%.<br><\/p>\n\n\n\n<p><strong>Promocije i PL<br><\/strong>Omek\u0161iva\u010di za ve\u0161 kupljeni na promociji pokazuju trend rasta u odnosu na isti period prethodne godine i ostvaruju 49% ukupno koli\u010dinski u kategoriji. Trgova\u010dke marke zadr\u017eavaju pribli\u017eno isti volumenski udeo kao i prethodne godine, a on iznosi 5%. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>YouGov \/Research Reality<\/strong><\/p>\n\n\n\n<p>YouGov Shopper pru\u017ea detaljne shopper insighte za brendove, trgovce i proizvo\u0111a\u010de. Oslanjaju\u0107i se na pouzdan panel i podatke iz anketa, otkrivamo \u0161ta motivi\u0161e kupce, kako se pona\u0161aju i koje kupovne obrasce prate. Na\u0161a shopper intelligence re\u0161enja zasnovana su na 60+ godina tr\u017ei\u0161nih istra\u017eivanja i podacima iz miliona kupovina, sve do SKU nivoa. Pratimo pona\u0161anje kupaca kroz vreme u vi\u0161e od 1.800 maloprodajnih objekata i 107.000 doma\u0107instava \u0161irom 16 evropskih zemalja. Eksperti YouGov Shoppera analiziraju ove podatke kako bi pomogli FMCG brendovima i trgovcima da bolje razumeju svoje kupce i unaprede njihovo iskustvo u svakoj fazi kupovine.<\/p>\n\n\n\n<p>Posetite&nbsp;<a href=\"https:\/\/business.yougov.com\/\">business.yougov.com<\/a><\/p>\n\n\n\n<p>Saznajte vi\u0161e na:&nbsp;<a href=\"https:\/\/business.yougov.com\/solutions\/audience\/consumer-panel-services\">Shopper intelligence<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(tekst je objavljen u Progressive magazinu br. 231, oktobar\/novembar 2025) NAJVE\u0106I VOLUMENSKI UDEO IMAJU SUPERMARKETI Svi maloprodajni formati, osim supermarketa i drogerija, registruju pad koli\u010dinskog udela u kategoriji u pore\u0111enju sa periodom mart-jun 2024. godine. Analiza YouGov Andrea Mitrovi\u0107Associate Market Analystandrea.mitrovic@yougov.com U fokusu ovog istra\u017eivanja je kupovina omek\u0161iva\u010da za ve\u0161 od strane doma\u0107instava u Srbiji [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36690,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pgc_sgb_lightbox_settings":""},"categories":[19],"tags":[],"_links":{"self":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/36689"}],"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=36689"}],"version-history":[{"count":3,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/36689\/revisions"}],"predecessor-version":[{"id":36884,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/36689\/revisions\/36884"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media\/36690"}],"wp:attachment":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media?parent=36689"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/categories?post=36689"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/tags?post=36689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}