Gift sets: the stars of Christmas

 “Our sets are designed to be eye-catching, aesthetic and practical, with a balance in design that reflects market demand. Our selections never miss our iconic products and feature key innovations. Shoppers are often looking for our classic packages, such as Garnier micellar water for sensitive skin + deodorant, but they also want to see new innovations based on popular ingredients such as Vitamin C”,

he explains.

Every year they prepare for the Christmas season with a diverse selection of products. In these carefully selected sets L’Oréal Magyarország pays special attention to best-selling products, where a complete routine is included in the packages, such as Garnier’s Vitamin C facial care range or Elseve’s Hyaluron Plump hair care range. This year’s innovations are also included in the sets, for instance the Mixa face and body care gift set for sensitive skin or Elseve’s innovative Glycolic Gloss collection.

Successful private labels

“Seasonal foods produced the biggest sales growth, while the holiday assortment was dominated by beauty product sets and non-food categories. Both the value sales increase and the number of items sold confirmed the need for change”,

says Tamás Horváth, senior category manager of Rossmann Magyarország Kft.

Every year deodorant, shower gel and bath accessory sets are the best-sellers. In addition to these, shoppers like those sets that contain essential items which perform well in the normal product selection. In terms of value and number of items sold, sets with the classic big brands are the most successful. In 2023 the sales growth was driven primarily by the strengthening of exclusive, medium-priced and more expensive HUF 3,000-5,000 sets. Private label gift sets also performed very well.

A chance for Hungarian brands

“We have seen an improvement in both the number of items sold and value sales. At dm women’s sets continue to account for almost half of Christmas gifts sets, men’s sets represent nearly a quarter of total sales, food packs realise more than a fifth of sales, and children’s and textile sets have the remaining share”,

explains Nóra Fehér, assortment manager at dm Kft.

Sales figures from drugstore customers clearly show that the classic sets are the most successful. Manufacturers are coming out with sets containing well-established fragrances and formats, but each year they also roll out a new type of set that includes their latest innovation of the year. Dm places great emphasis on giving Hungarian brands a chance to introduce themselves at Christmas. In 2023 dm prepared a range of more than 30 sets with dm’s own brands – a number of Balea, Alverde, dmBio and Ebelin sets were available. //