Practicality and surprise in a single package

This article is available for reading in Trade magazin 2023/8-9.

The average price of Christmas gift packs was 28% higher. Higher priced, premium gift packs became more popular.

Linda Takács
head of personal care
and marketing
Unilever Magyarország

“Drugstores and hypermarkets continue to be the biggest sellers, and we don’t expect this to change”,

told Linda Takács, head of personal care and marketing at Unilever Magyarország Kft.

Planned or impulse purchase?

When choosing Christmas gift packs, an attractive look and premium packaging are essential, as this is what first catches the eye of the customer. Besides design, the right mix of products, price and brand reliability are also key factors. Sets containing soap, shower gel, body lotion and deodorant are the most popular, and those with the top variants perform best. Unilever’s focus is on the Dove, Axe and Dove Men+Care brands in 2023 too. One of the company’s favourite tips for 2023 is the Dove Relaxing pack, which adds a special wax-melting fragrance lamp to the popular blue chamomile and oat milk Anti-Stress cream shower gel.

“First of all, shoppers are influenced by price and discounts, which is a top priority today, when the inflation level is high. Secondly, consumers also want a quick, simple and useful solution, such as a Christmas beauty gift set – for close and distant friends alike”,

explained Péter Tóth, trade marketing manager of L’Oréal Magyarország.

Essential and extra products

When compiling gift sets, it is important for L’Oréal to cover a full routine in both facial and hair care as much as possible, with the help of popular ingredients like vitamin C and hyaluronic acid. Besides iconic products such as micellar water for sensitive skin and the Hyaluron Plump range, the company doesn’t forget about new innovations either, like the Garnier Vitamin C Serum and the Bond Repair range.

Orsolya Tokaji
category manager
Rossmann

Every year, the Christmas period is special in the life of Rossmann Magyarország Kft. as well.

“We have observed that customers are more open to buying sets with new products, and they also like to see gift products in the package. They are now willing to spend more on a gift pack”, said Orsolya Tokaji, category manager of Rossmann Magyarország Kft. It is a novelty this year that customers will find several advent calendars, exclusive cosmetics brands, and food packages on store shelves.

Trend following gift sets

Sales figures indicate that classic packages are clearly the most popular among drugstore customers. Every year dm’s selection of private label gift packs is bigger, with new and innovative ideas being added to the familiar brands every year.

“We offer a wide range of traditional, innovative and trendy Christmas gift sets, and every year we also give Hungarian brands the opportunity to introduce themselves. In addition to beauty gift sets, our top products include tea packs with various flavours, and every year we also offer textile packages”,

says Nóra Fehér, assortment manager of dm Kft. //