Croatian retailers in 2014 increased flyer advertising by 5 per cent to around 275,000 promotional actions, according to data by market research agency Focus.
However, the value of the advertising was down by 6 per cent, mainly due a negative performance of the DIY and electrial and electronic goods retailers, while food retailers, operating in conditions of high competition, saw an increase in advertising value.
The strongest advertisers are, traditionally, supermarkets (42%), hypermarkets (21%) and discounters (18%). Among the top 10 promoted producers, eight are from Croatia - Vindija, Podravka, Dukat, Pik, Kraš, Saponia, Ledo and Franck, with the only exceptions being multinationals Henkel and Procter & Gamble.
In neighbouring Slovenia, there was an increase both in the value of investments in flyers (+7% or by almost €6.5 million in gross value) and the number of promotional actions (+0.5%) year-on-year.
As in Croatia, supermarkets, hypermarkets and discount stores remain the strongest sectors, with hypermarkets significantly increasing investments in advertising. Among the top 25 most advertised producers in 2014, eight were from Slovenia (Gorenje, Žito, Perutnina Ptuj, Ljubljanske Mlekarne, Panvita, Fructal, Mlekarna Celeia), whose share of gross advertising value amounted to almost 15%.
The study is based on continuous and overall monitoring of promotional actions and prices by retailers (leaflets and publication in the daily press). Calculating the value of advertising is based on an extrapolation of the range and quality of releases or flyers.
© 2015 European Supermarket Magazine – your source for the latest retail news. Story by Branislav Pekic
