POLISH FMCG MARKET SUMMARY
Justyna Kiełkowska Marketing Manager Lakma Strefa
This year has been very busy for our company. Sidolux has been an unquestionable leader in floor maintenance for many years.* This honourable title and the largest market share do not allow us to rest on our laurels. Quite the contrary, it motivates us to work intensely for the purpose of further strengthening of our position and the adaptation of products to the changing needs of domestic consumers. Among the new products, we can boast the Perlux Perfume series of fabric softeners, inspired by aromas of perfume and the Ventin washing powder in gel; thanks to its gel structure, it combines the quickness of stain removal, typical of liquid, with the efficiency of a classic powder. The Sidolux brand has also expanded the range of its products, including the Sidolux M Na Wysoki Połysk – a modern, efficient preparation for cleaning and maintenance of lacquered furniture. October saw the start-up of an all-Polish consumer action combined with a marketing campaign, the first of such a scale for Lakma. The main goal for the activities is strengthening of the image of the leading brands: Sidolux and Perlux. Within this action, we inform the consumers for the first time that Sidolux has become number one among floor-cleaning products in Poland according to data by Nielsen*. This is a result of the consistently built technology and the quantity advantage of products as well as understanding of the demand of Polish customers. We have launched the Great Lottery in which, by buying products of both brands until the end of this December, customers can win Toyota Aygo Xplay cars and cash awards. The action is dedicated to all those who have been choosing Lakma products for years, but also to new customers whom we encourage to reach for our detergents and try them out. *LAKMA Nielsen – Total Poland incl. Discounters Premium Read as a aggregate of: Hipermarkets; Supermarkets; Disconuters Premium Read – scanning; Boutuques; Large, Medium and Small Retailers, Newsstands, Gas Stations. Value sale share and volume sale share VII 2016-VI 2017. Category: Floor detergents.
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Michał Dworak
Sales Marketing Director Inco Group 2017 was a successful year for the INCO Group. The Ludwik brand managed to strengthen its market position in the category of dishwashing liquids, gaining additional 2.5% of volume share in the market. This means that currently, almost ¼ of total tonnage of purchases in this category is made up by Ludwik dishwashing liquids (Nielsen data, JA2017). We owe it to consumers thanks to which, for many years, Ludwik has been the most recognizable and most frequently chosen brand in this category (TGI, SMG KRC Jan-Sep 2017). In 2017, we have marketed many new products. In the category of dishwashing liquids, the offer of the Ludwik brand has been expanded by the Ludwik Premium line in 2 aromatic versions – lemon and pomegranate. In other categories, the Ludwik brand was enhanced by such products as the All Purpose Cleaner liquid spray as well as hypoallergenic washing tablets for sensitive skin and allergy sufferers. This year, as in the previous ones, our products have received many awards and distinctions. We take pride to know that Ludwik received the Superbrands 2018 and Superbrands Polska Marka 2018 distinctions in the category of household cleaning products. Additionally, Ludwik All in One dishwasher tablets were awarded the European Medal and the Hit FMCG Product distinction. We are also proud of distinctions from our business partners who have appreciated our 1000 g mint dishwashing liquid, rewarding it with the Trade Hit 2017 and Golden Receipt 2017. We are glad for all these awards, since they reflect the consumers’ interest in our products.
Aleksander Batorski,
President of the Board “Pszczółka” Candy Factory This was unquestionably a very important and breakthrough year for the “Pszczółka” Candy Factory, but above all, this was a time of intense development and change. This applied to both image and brand communication – as we redefined its character and refreshened the visual identification system – but, above all, we have considerably developed our offer. The hitherto production has been expanded by brand new product categories – pralines, chocolate candies, and jellies. This would have been impossible without launching a modern production plant which started operating in June. Our new factory is equipped with automated machinery and devices from leading manufacturers on the European and global market. This process employed innovative solutions which have significantly improved the production of candies, additionally enabling modification of products depending on the market needs. Thanks to this investment, “Pszczółka” will compete with the largest companies of the chocolate industry and will expand its exports, among other things, to Western European territories. We wish to become a recognizable brand that will be associated with high-quality Polish products. We face new challenges and we will be overcoming them successively in the following year. I am convinced it will bring us even more opportunities and chances for further development.