• 14,7% of households in Poland purchased Mayonnaise in Biedronka in 2001.
• Almost 30% of category volume purchased by Biedronka shoppers came from Biedronka. Biedronka satisfied 30% of category requirement of Mayonnaise shoppers. The rest of their purchases was made in other outlets.
• Category purchases made in Biedronka were dominated by Private Labels (83,5% share).
• In portfolio of Biedronka shoppers, Private Labels had the strongest position, amounting to almost 42% of category volume, followed by Winiary as the strongest brand with almost 22% shares. The share of Winiary was lower in Biedronka than in all purchases (everywhere). Winiary performed much better in purchases made in other outlets (elsewhere). This suggests that Winiary has potential among Biedronka shoppers and can increase its’ shares in this retailer.
|
