What brands are we most likely to buy? FMCG – report by Blix and Kantar under the auspices of IAB Poland
Have you ever wondered, while taking the sixth jar of mayonnaise on promotion, if someone else is also buying it as eagerly as you? Or maybe seeing a whole rack of diapers you didn’t know if they were trustworthy since there are so many? Probably no one buys – you thought, searching in a hurry for those whose shortcomings can be seen in the depths. There are reports to dispel this kind of curiosity, and one such report is before us, the fall edition of FMCG Brands We Shop!
What is FMCG, Blix and all that Kantar?
We should know the abbreviation FMCG, because it is the plot axis of the entire study. Although we should rather call it research, but this lyrical comparison fits the interesting structure of the report, which speaks to us as if telling a story, straight from the stores, about its customers. Returning from the exaltation of this hefty tome, though mainly due to the graphics, the abbreviation FMCG, translated from English, stands for fast-moving consumer goods. Fast-moving consumer goods, i.e. goods that we buy almost every moment. The aforementioned mayonnaise is not mentioned here by accident, as data on it and other most frequently purchased goods can also be found inside the report signed by Blixa and Kantara.
Kantar should be well known to Mobile Trends readers, due to the frequent reports published by this company. For the record, this is the world’s leading data, insights and consulting institution. Kantar’s mission is to help its clients understand people and inspire them to develop.
On the IAB Poland website dedicated to the report we can learn that this is the fourth edition of the study. These are published periodically twice a year, at yearly intervals. So, those interested have the option of looking at the spring editions, or like the one cited in this article, the fall versions. The goal of the research is to develop a picture of important consumer trends that are forming in the FMCG field.
The cited report is the essence of a study involving more than 4,000 shoppers using promotional magazines on their smartphones. While using their applications, they were asked which brands and products in particular categories they currently buy most often, and each respondent could mark up to 5 brands per category.
What is more, the estimation of these questions made it possible to distinguish 5 segments, which were used to define very detailed personas of Polish mobile consumers.
The most important thing for every researcher, that is methodology. Although this should not be important for researchers, but for any individual reading any data set. After all, how can we know what we read if we don’t know how it relates to reality. As far as the method of conducting the survey is concerned, the CAWI method was used here, i.e. an interview supported by the Internet technology with the use of a computer medium. The study lasted 4 days and was conducted between September 15th and September 19th of this year. At the time, 4015 people were surveyed, which in turn gave life to the analysis described in Kantar.
That’s not all! Information prepared in this way was subjected to segmentation, which took its source from data obtained from questions about lifestyle, shopping habits and attitude to them. The fruit of such a research experiment are seven types of modern consumers buying through electronic devices.
7 consumer sins, or Blix customer personae
Persons, which are the result of filtering the relevant characteristics imposed on individual purchase decisions created a group of seven shoppers, which for fun we will call sinners, because it is the only set with the number seven that comes to mind. Among such sins are: caution and pragmatism, enthusiasm, duty, excessive attachment to price, awareness, ecology and shopping from home.
The largest group of consumers are prudent and pragmatic, who account for 24 percent of. surveyed. Compulsive shoppers are on the second place with the result of 18%. from the pool. Shopping enthusiasts (16 percent.) are on the third place of the podium together with Cenoholics, who have increased since the last survey. Okay, but what does that mean?? Underneath these funny names is a message that Poles, although they still approach shopping with caution, are increasingly likely to start thinking in terms of prices or not to spend money at all. The situation in the face of a pandemic and an impending wave of crisis is well visible even in this study.
Okay, pandemic, market, money, but what about this mayonnaise?
Moving on to the main point of this study, we will look at a few categories that describe which brands reign supreme among Polish shoppers.
When it comes to mayonnaise, the first place is taken by the jar from Winiary, which became the favorite item for 55 percent of respondents. surveyed. Among them, the largest group was Cenholics, as much as 60 percent! The same percentage is also characterized by the place of residence of customers who live in the case of Winiary mayonnaise in rural areas.
In second place, the veritable king of mayonnaise land, who is idolized by 26 percent. of those surveyed. About 29 percent. of them are Conscious Connoisseurs, and they chose Kielecki mayonnaise. Buying that jar of mayonnaise at 32 percent. live in cities with up to a hundred thousand inhabitants. In third place, a thunderous applause, Hellmann’s brand mayonnaise, which was chosen by as many as 14 percent of respondents. customers. The main group were home shoppers, who accounted for 19 percent of. admirers of this jar. Most shoppers are located in cities with population between 50 thousand and one million.
On the fourth place Madero and Pudliszki, with a result of 11%, and in fifth place Roleskand with nine percent.
For pets, the most popular are Pedigree (12 percent), Whiskas (9 percent) and Purina (8 percent).
Of the candy bars we choose Kinder Bueno, Knoppers and Prince Polo, and of the spices Prymat, Kamis and Knorr.
In context diapers, when it comes to the well-being of their children, Poles bet on mainstream and trusted brands with Dada with a result of 62%. Most of the buyers of these diapers come from rural areas, where they live approx. 65%. The next pampers brand Pampers, that almost half of the respondents like it, and more than half of them are conscious connoisseurs living in cities with more than half a million inhabitants. The top brand on the diaper list is also Lupilu, which was trusted by a quarter of those surveyed, including 30 percent of. is the population of cities with more than 500 thousand people, and 28% of the population of cities with more than 500 thousand people. of them are shopping enthusiasts.
The whole report, despite the fact that it has 206 pages, is really pleasant to read and worth a glance! Especially if you are interested in which type of consumer you are, which wet wipes are bought most often and especially if you do not know who produces mousses and pastes in tubes! MobileTrends editors highly recommend!