Exploring Butter in Poland
Having spent the last two days in Warsaw; I took some time out one morning to visit three popular BSM selling retailers in the nearby area (one hypermarket, one medium sized retailer and one small).
What struck us immediately was the sheer size and depth of products available to consumers. The pictures above should give you an indication of the many brands, product varieties and butter types available. We were told on various occasions how important bread and butter is in most Polish households.
Some brands had greater shelf presence than others, and below I attach some images of brands that commanded the most space. Spreads such as Delma (the spread with the largest market share in Poland) and Masimix (an extremely affordable and popular margarine) enjoy great eye-level shelf positioning with the most dedicated space to catch consumer eyes.
Some margarines can also used for general cooking as well as baking. In such cases, the packing is usually functional and offers rather crude and suggestive serving suggestions as a way of attracting consumers to purchase. Below we’ve tried to capture a few of the biggest players in this area:
In the smallest of the three shops we visited, we saw on two instances some interesting point of sale comms. Both applied to lower priced brands, in both the margarine block and mix categories.
Hopefully this will give you a small insight into the way BSM products are arranged in Polish stores.
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