Gift sets: the stars of Christmas
This article is available for reading in Trade magazin 2024/8-9
Péter Tóth, trade marketing manager of L’Oréal Magyarország says consumers are largely influenced by prices and discounts, primarily because of the high inflation.
“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
The end of 2023 was a particularly good period for Rossmann. They reduced the number and display space for classic gift sets and the freed up space was used for exclusive sets, advent calendars and Christmas foods.
“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
In 2023 dm offered nearly 280 Christmas sets, with food – tea, chocolate and honey – and textile versions proving to be popular alongside cosmetics variants.
“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. //
Festive glow: hit products in Christmas beauty care
As the year draws to a close and Christmas approaches, more and more people are looking for Christmas presents for their loved ones.
Christmas gift package
A beauty kit can be a simple and practical gift and there is always a large selection of beauty kits available in shops. Hungarian consumers purchased nearly 2 million beauty kits between October 2023 and December 2023, spending a total of HUF 5.5bn at retail. Thanks to a 9% average price increase, the category grew by 4% in value but in volume 4% fewer packs were sold in the 2023 season. The NIQ retail index reveals that there are two main types of stores when it comes to buying Christmas gift packages: more than half of value sales are realised in drugstores, while hypermarkets account for more than a third of value sales.
Perfume and cosmetics for men
A little more than 40% of perfume sales take place during the Christmas season. Between October and December 2023 almost 85,000 litres of perfume, in the value of more than HUF 9bn ended up in the shopping baskets of Hungarian consumers. This is 13% more in value and 23% more in volume than in the same period the year before. As regards cosmetics for men, in the 2023 Christmas season pre-shave products produced the highest value sales at HUF 943m. They were followed by aftershaves also at HUF 943m and shaving equipment with HUF 466m sales. Besides these men’s categories, more than 30% of facial care, face mask and body care product sales are also generated in the October-December period. //
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