Magazine: Classics reloaded

Christmas gift packs not only sell well: sales keep growing, too. According to Nóra Schleisz, Unilever Hungary’s gift brand manager, during the busy days before the Christmas holiday it is important for shoppers to be offered simple and efficient gift solutions. Viktória Tantics, brand manager of Beiersdorf Kft. told our magazine that consumers typically purchase gift packs on the last week before Christmas. Zsuzsa Tabár, junior product manager of Target Sales Group informed Trade magazine that Hungarian consumers like Christmas gift sets very much: large packs serve as a main present, while smaller sets are put under the Christmas tree as an additional present. Márk Maczelka, SPAR Hungary’s head of communications explained to us that ‘pick ’n’ mix’ type Saint Nicholas’ Day gift pack promotions are more and more popular in early December.

Bianka Nagy, brand manager of Henkel Hungary revealed: this year they are widening their selection of gift packs, offering even more hit products such as shower gel and deodorant than before. Andrea Gábor, brand manager of Jacobs Douwe Egberts Hungary Zrt. told us that their main target is consumers who want to give a present that is sure to be a success, but doesn’t cost much. She added that Pickwick lovers can prepare for a surprise this season. Tímea Kossár, a representative of Superio Kft., opined that gift set buyers can be put into two groups: those searching for classic gift products and those who are loyal buyers of a given brand and purchase these packs because of their excellent price-value ratio.

According to Fanni Horváth, marketing and product manager of Caola Zrt., the company’s experience is that consumers are price-sensitive when it comes to buying gift sets. The reason for this is that in most cases they have already spent their money on other presents when buying gift packs, therefore they want cheap but useful gift sets for their money. In deciding which gift pack to buy, consumers decide based on price, look, product version and product category. Hungarian consumers are more and more conscious in making their choices. Shoppers are also very conscious when buying Saint Nicholas’ Day gift packs: they are monitoring prices from the beginning of the season and they are willing to buy these packs weeks in advance if the price is right. Based on consumer demand, this season Henkel Hungary puts 10-15 percent cheaper, HUF 1,600-1,700 gift packs on the market (average price).

Beiersdorf Kft.’s experience is that packs with 2-3 products make up the majority of the market. Each year Pickwick prepares an exclusive gift set that is only available in Tesco stores. Caola gift sets meet consumer requirements in terms of both looks and content. Unilever Hungary’s experience is that shower gel, deodorant and soap are all classic gift ideas – these are often offered in packs together with body and hair care products. Henkel Hungary has found that gift sets are most popular in hypermarkets and drugstores (in this order). Superio Kft. agrees that hypermarkets constitute the most important channel for selling gift packs, because displaying these in-store requires lots of space. Drugstores focus more on selling the premium category of gift packs.

The designs of Henkel gift sets don’t feature special Christmas motifs, but all of them have their own charming mood that differentiates them from competitors. First and foremost the company focuses on practicality in packaging these gift sets. Unilever Hungary’s gift packs come in gift boxes (either with or without a little transparent ‘window’ on them). Many gift sets are available in wash bags of various sizes and colours. They are also marketed in premium cardboard and metal boxes.

This year Jacobs Douwe Egberts Hungary Zrt. is preparing for the Christmas season with a new mug and a bottle with bear-shaped honey portioning pump – the latter forms part of a tea set. SPAR Hungary’s observation is that Hungarians get their Saint Nicholas’ Day gift packs influenced by two factors: one of them is product quality (they are mainly looking for real milk chocolate products), while the other is constant availability. It is interesting that 65-70 percent of Saint Nicholas’ Day-related product sales is realised in the last three days before 5 December. The majority of purchases are made in the hypermarket channel, therefore the company focuses on INTERSPAR stores in this period.

This year Caola puts CaoNatur products in their gift box – these natural cosmetics are free from parabens, silicone oil, mineral oil and colouring agents. What is more, the company even hid an extra gift in this year’s gift sets. Year after year, demand is growing for Target Sales Group’s 100-percent organic Inecto Naturals products. They are also the stars of the company’s Christmas gift packs and this year 25 percent more such sets will be available in shops in the Christmas period. Beiersdorf announced their ‘NIVEA cares about families’ charity for the second time this year: from the price of every Christmas gift pack sold 15 forints go to the foundation operating SOS Children’s Villages in Hungary. What is more, NIVEA even adds to this sum to help the children who live in these homes. Superio Kft. is of the opinion that more and more consumers are searching for gifts which are a bit different. Ziaja gift sets are the perfect choice for them. These sets will contain 3 different products and in terms of price-value ratio they offer 5-15 percent saving.