Interest in products with licensed graphics is constantly growing, as evidenced by their increasing share in total household expenditure on FMCG products. CPS GfK data shows that consumer sentiment is getting better and buyers are more willing to buy premium products. Manufacturers and retailers have noticed this trend. As a result, more and more high-quality products appear on store shelves, decorated with graphics with favorite characters from fairy tales and movies.
– The increase in the value of the market for products with licensed graphics is not the only indicator of their growing popularity. Over the last year, the number of barcodes for these items has increased by as much as 20%. The main buyers are families with children, although there is also growing interest among other demographic groups – especially childless people up to 34 years of age – comments Jakub Dubniak, consultant at Consumer Panel Services GfK. – Most such products, as much as 58 percent, are purchased in discount stores. Supermarkets and small-format stores also play an important role, he adds.
Trends created by the youngest
For several years, the market has been dominated by products with Paw Patrol graphics, which are the driving force of this segment. However, other trends are changing.
– Last year, one of the market favorites was Mickey Mouse, which took the podium in terms of the value of purchased products. Even though he is a character recognizable all over the world and loved by children, teenagers and adults, we have recently noticed a significant decline in the popularity of products with his image. Now products with Mickey Mouse are not even in the top twenty, says Jakub Dubniak.
In turn, products with the Mr. Kleks Academy motif became more popular and entered the top five. Considering the announced sequel to the film, this trend may continue for a long time.
