{"id":38322,"date":"2026-08-10T10:42:06","date_gmt":"2026-08-10T09:42:06","guid":{"rendered":"https:\/\/progressivemagazin.rs\/online\/?p=38322"},"modified":"2026-08-11T09:07:26","modified_gmt":"2026-08-11T08:07:26","slug":"instant-kafa-miksevi-i-kapsule-2","status":"publish","type":"post","link":"http:\/\/progressivemagazin.rs\/online\/instant-kafa-miksevi-i-kapsule-2\/","title":{"rendered":"Instant kafa, miksevi i kapsule (jul-avgust 2026, 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\/2026\/08\/10826-instant-kafa.jpg\" alt=\"\" class=\"wp-image-38323\" srcset=\"http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2026\/08\/10826-instant-kafa.jpg 400w, http:\/\/progressivemagazin.rs\/online\/wp-content\/uploads\/2026\/08\/10826-instant-kafa-300x255.jpg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><figcaption class=\"wp-element-caption\"><sub>Foto: Magnific<\/sub><\/figcaption><\/figure><\/div>\n\n\n<p>(tekst je objavljen u Progressive magazinu br. 238, jul\/avgust 2026)<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>NAJVE\u0106I KOLI\u010cINSKI UDEO BELE\u017dE SUPERMARKETI I MINIMARKETI<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Kada je re\u010d o strukturi kategorije instant kafe, najve\u0107i koli\u010dinski udeo ostvaruju instant me\u0161avine (71%), a slede tradicionalna instant kafa (18%), instant kafa u kapsulama (7%) i doma\u0107a instant kafa (4%).<\/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 instant kafe od strane doma\u0107instava u Srbiji tokom perioda od februara do juna 2026. godine. Analizirana kategorija obuhvata tradicionalnu instant kafu, doma\u0107u instant kafu, instant me\u0161avine, kao i instant kafu u kapsulama.<br>Tokom posmatranog perioda, instant kafu je bar jednom kupilo 68% doma\u0107instava u Srbiji, \u0161to predstavlja pad od jednog procentnog poena u odnosu na isti period prethodne godine. Istovremeno, udeo doma\u0107instava koja su instant kafu kupila najmanje dva puta iznosio je 53%, \u0161to je za jedan procentni poen vi\u0161e u pore\u0111enju sa periodom februar\u2013jun 2025. godine. Prose\u010dna u\u010destalost kupovine tokom analiziranih pet meseci iznosila je 7,2 kupovine po doma\u0107instvu. Pored toga, prose\u010dna cena po kupljenom pakovanju dostigla je 67 dinara, bele\u017ee\u0107i rast od 4,7% u odnosu na isti period prethodne godine.<br>Posmatraju\u0107i samo kupovine tokom kojih se u potro\u0161a\u010dkoj korpi na\u0161la instant kafa, zabele\u017eeno je ukupno 12,7 miliona takvih kupovina. Tokom njih, kupci su za proizvode iz analizirane kategorije u proseku izdvajali 258 dinara po kupovini, dok su prose\u010dno kupovali 3,8 pakovanja instant kafe, odnosno 112 grama po jednoj kupovini.<br><\/p>\n\n\n\n<p><strong>Po strukturi kategorije<br><\/strong>Kada je re\u010d o strukturi kategorije instant kafe, najve\u0107i koli\u010dinski udeo ostvaruju instant me\u0161avine (71%), a slede tradicionalna instant kafa (18%), instant kafa u kapsulama (7%) i doma\u0107a instant kafa (4%). U okviru instant me\u0161avina, najve\u0107i deo volumena ostvaruju 3u1 instant kafe (57%), zatim 2u1 instant kafe (32%), dok penaste instant me\u0161avine u\u010destvuju sa 10%, a ledene kafe sa preostalih 1% volumena kategorije.<br><\/p>\n\n\n\n<p><strong>Po vrsti pakovanja<br><\/strong>U pogledu pakovanja, po koli\u010dinskom udelu prednja\u010de instant kafe u kesicama, koje \u010dine gotovo dve petine ukupno kupljenog volumena (39%). Na drugom mestu nalaze se multipakovanja sa koli\u010dinskim udelom od 30%, a slede staklene teglice (11%), kartonske kutije (8%), metalne kutije (7%) i plasti\u010dne kese (4%).<br><\/p>\n\n\n\n<p><strong>Vode\u0107i igra\u010di<br><\/strong>Tri vode\u0107a proizvo\u0111a\u010da, navedena po abecednom redosledu &#8211; Grand Prom, Mokate i Nestl\u00e9 &#8211; zajedno imaju 69% ukupnog volumenskog udela tr\u017ei\u0161ta instant kafe.<br><\/p>\n\n\n\n<p><strong>Promocije i PL<br><\/strong>Instant kafe kupljene na promociji bele\u017ee pad od 10 procentnih poena u odnosu na period februar\u2013jun 2025. godine, pri \u010demu je njihov volumenski udeo tokom analiziranog perioda iznosio 31%. Me\u0111utim, trgova\u010dke marke zabele\u017eile su rast od 2 procentna poena, dosti\u017eu\u0107i volumenski udeo od 17% u ukupnoj kategoriji.<br><\/p>\n\n\n\n<p><strong>Po kanalima prodaje<br><\/strong>\u0160to se ti\u010de maloprodajnih formata, najve\u0107i koli\u010dinski udeo ostvaruju supermarketi (26%) i minimarketi (25%). Slede diskontni lanci (21%) i tradicionalne prodavnice (17%), dok se preostali deo volumena odnosi na druge prodajne formate (7%), hipermarkete (4%) i specijalizovane prodavnice (1%).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(tekst je objavljen u Progressive magazinu br. 238, jul\/avgust 2026) NAJVE\u0106I KOLI\u010cINSKI UDEO BELE\u017dE SUPERMARKETI I MINIMARKETI Kada je re\u010d o strukturi kategorije instant kafe, najve\u0107i koli\u010dinski udeo ostvaruju instant me\u0161avine (71%), a slede tradicionalna instant kafa (18%), instant kafa u kapsulama (7%) i doma\u0107a instant kafa (4%). Analiza YouGov Andrea Mitrovi\u0107Associate Market Analystandrea.mitrovic@yougov.com U [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":38323,"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\/38322"}],"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=38322"}],"version-history":[{"count":2,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/38322\/revisions"}],"predecessor-version":[{"id":38332,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/posts\/38322\/revisions\/38332"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media\/38323"}],"wp:attachment":[{"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/media?parent=38322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/categories?post=38322"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/progressivemagazin.rs\/online\/wp-json\/wp\/v2\/tags?post=38322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}