Margarine grew by 2.7% in volume in the last year

Sales of margarine grew by 2.7% in volume last year, according to the Bunge based on data from Nielsen. The performance was better than that of 2014, when were stable. Already the annual sales reached 1.4 billion food retail R$ in 2015.
The traditional version is still the most sold. Represents 89.7% of volume, while the healthy accounts for 10.3%. The data are from Nielsen Scantrack survey, provided by Bunge.
Another study, of Kantar Worldpanel: consumer, indicates that the shopper buys on average two jars of 500 grams monthly. According to Bunge, sales are well diluted between the days of the week, but there are peak on Saturdays. This means that the supply must be strengthened on the weekends, but without neglecting the other days too spare.
Price is an important factor in the purchase decision. About 45% of consumers claim that using tabloids to search, as the Bunge. Through them, customers compare the values from the establishments in the region. The study also indicates that they would like to see the category with greater frequency in the papers offers, plus find more promotions and information.
Recommended exposure
According to Bunge, the margarine should be exposed in the refrigerated aisle, curd and butter soon after. It is recommended to separate into three blocks: margarine, and cooking light/diet/healthy. The next step is to group by brand, in descending order of average price. The idea is the cheapest to be exposed at the end of the stream, to the shopper know all the mix.
Ideal assortment
In stores where the predominant public class A/B, Bunge''s suggestion is to work with a wider range of margarines diet/light/healthy, while the prevalence of CDE, you must prioritize the regular version.
In relation to packaging, the recommendation is to have the 1 kg in stores that serve mostly low-income consumers. They offer economics, and before the Brazilian scenario, there''s growing current search for items with cost-benefit.