"Eco", "Bio", "without GMOs": how the inscriptions affect the sale of goods
Market players actively use the trend for a healthy diet and make instructions on the naturalness of the packaging.
Most successful new products contain specific instructions of environmental friendliness, and eco -goods sales of any category are growing faster than the segment as a whole.
Most often, consumers buy products with the designation “without additives” – 18% of sales of all considered goods.
At the same time, other “environmentally friendly” inscriptions are also gaining popularity: “For vegans” – sales of goods with this designation for a year increased by 102%; “Without GMO” – 50%; “BIO”, “eco”, “natural” – by 39%; “Without gluten” – by 25%.
Researchers Nielsen allocated five groups of goods: ready -made breakfasts, cereals, spoon yogurts, juices and potato chips.
According to the analysis, the statement of naturalness on the packaging greatly increases the sales of goods in each group.
1.
Ready breakfasts Manufacturers of granols and muesli take on the packaging the designation of dietality, the content of fruits and berries.
The most common inscription for this category is “without additives”, every second purchase of ready -made breakfasts accounts for goods with such an indication.
For the period from May 2018 to April 2019, the sales of Granol and Müsshil in Russia increased by 7% in monetary terms, while with the above inscriptions on the box – by 11%.
2.
Porridge Porridge with the designations “bio”, “natural”, “contains natural fiber”, “contains vitamins and minerals” on average almost 1.
5 more expensive analogues without such inscriptions.
At the same time, sales of such cereals for the specified period increased in monetary terms by 23% (revenue from cash sales as a whole increased by 6%).
3.
Yogurts For yogurts, additional designations are optional.
Manufacturers of this category have long been working with a natural trend.
Over the past year, sales of yogurts with a fat content of less than 2% have shown negative dynamics (the incident falls on them amounted to 20%), while yogurts with a fat content of 5% are growing rapidly in sales (revenue growth by 37%).
This pattern can be explained by the fact that more and more consumers learn about the benefits of fermented milk products with a high content of fats.
The evolution of the trend for naturalness in the category of yoghurts led to the fact that “Superfuda products” appeared-high-protein formulas containing muesli, granola, grain and other functional additives.
4.
Fruit juices The trend for healthy lifestyle was reflected in less useful products.
In the category of fruit juices, inexpensive price segment appears more and more goods with different designations, with which manufacturers are trying to “improve” the drink.
And they do it: the share of “ecological” juices today is at least 35% of the total segment, and the revenue for them has increased by 19% per year (in general, it increased by only 5% in the juices market).
The indications of naturalness on juices become more specific.
If earlier manufacturers wrote “without dyes”, “without preservatives”, now you can meet “contains potassium”, “from real fruits”, “without artificial dyes”, “recommended by the Russian dietary association”.
This corresponds to a global trend: in markets where healthy food is widespread, it is most profitable to sell products with atypical packaging statements.
For example, in the USA, sales of goods with the designation “grown on a farm” decreased by 19%.
But goods with a more detailed description, for example, “grown on the grass”, “free walking”, “without harm to dolphins”, significantly increased sales – 24, 22 and 4%, respectively.
5.
Potato chips Among the chips that are not at all associated with healthy nutrition, eco -recognition is not so common.
But in this segment there are manufacturers who were able to use the trend for healthy lifestyle for themselves: expanded the assortment, launched the new items “with a lower fat content” or “without GMOs”.
Sales of such goods increased in a year almost double (by 93%), while in general, the revenue in the chips market in Russia increased by 16%.
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