{"id":20447,"date":"2015-03-17T19:52:54","date_gmt":"2015-03-17T18:52:54","guid":{"rendered":"http:\/\/www.invarena.cz\/?p=20447"},"modified":"2015-03-17T19:52:54","modified_gmt":"2015-03-17T18:52:54","slug":"nielsenlide-pri-nakupu-potravin-koukaji-hlavne-na-kvalitu","status":"publish","type":"post","link":"https:\/\/www.invarena.cz\/?p=20447","title":{"rendered":"Nielsen:Lid\u00e9 p\u0159i n\u00e1kupu potravin koukaj\u00ed hlavn\u011b na kvalitu"},"content":{"rendered":"<p><strong>Pro sedm z deseti \u010desk\u00fdch spot\u0159ebitel\u016f je p\u0159i v\u00fdb\u011bru potravin d\u016fle\u017eit\u011bj\u0161\u00ed jejich kvalita ne\u017e cena a t\u00e9m\u011b\u0159 dv\u011b t\u0159etiny jsou ochotny zaplatit vy\u0161\u0161\u00ed cenu za potraviny prosp\u011b\u0161n\u00e9 pro zdrav\u00ed.<\/strong><!--more--><\/p>\n<p> Vypl\u00fdv\u00e1 to z pr\u016fzkumu, jeho\u017e v\u00fdsledky dnes zve\u0159ejnila spole\u010dnost Nielsen. Z jin\u00fdch zdroj\u016f ale vypl\u00fdv\u00e1, \u017ee pro \u010desk\u00e9ho z\u00e1kazn\u00edka hraje st\u011b\u017eejn\u00ed roli cena, a pod\u00edl zbo\u017e\u00ed prod\u00e1van\u00e9ho \u0159et\u011bzci ve slevov\u00fdch akc\u00edch st\u00e1le roste.<\/p>\n<p>    P\u0159i v\u00fdb\u011bru potravin je podle uveden\u00e9ho pr\u016fzkumu pro nakupuj\u00edc\u00ed d\u016fle\u017eit\u00e1 cel\u00e1 \u0159ada zdravotn\u00edch ukazatel\u016f. Nejv\u00fd\u0161e lid\u00e9 hodnot\u00ed potraviny bez p\u0159idan\u00fdch barviv. Pro tak\u0159ka t\u0159i \u010dtvrtiny dotazovan\u00fdch je to velmi nebo st\u0159edn\u011b d\u016fle\u017eit\u00e1 vlastnost. Velmi pozitivn\u011b lid\u00e9 hodnot\u00ed tak\u00e9 potraviny bez p\u0159idan\u00fdch um\u011bl\u00fdch barviv, v\u00fdrobky z ovoce a zeleniny, potraviny neobsahuj\u00edc\u00ed geneticky modifikovan\u00e9 suroviny a j\u00eddlo s n\u00edzk\u00fdm obsahem cholesterolu. &#8222;Za potraviny s uveden\u00fdmi vlastnostmi jsou tak\u00e9 nej\u010dast\u011bji ochotni zaplatit vy\u0161\u0161\u00ed cenu,&#8220; uvedla Lucie Hru\u0161ov\u00e1 ze spole\u010dnosti Nielsen.<br \/>\n    V\u00edce ne\u017e polovina respondent\u016f uvedla, \u017ee d\u00e1v\u00e1 p\u0159ednost \u010derstv\u00fdm, lok\u00e1ln\u00edm, p\u0159\u00edpadn\u011b bio potravin\u00e1m. Tak\u0159ka dev\u011bt z deseti lid\u00ed uvedlo, \u017ee si j\u00eddlo va\u0159\u00ed doma a m\u00e1 tak kontrolu nad pou\u017eit\u00fdmi surovinami. \u017de jsou pr\u016fmyslov\u011b zpracovan\u00e9 potraviny nezdrav\u00e9, se domn\u00edv\u00e1 61 dotazovan\u00fdch. Necel\u00e1 polovina spot\u0159ebitel\u016f si \u010dte nutri\u010dn\u00ed hodnoty uveden\u00fdch na obalech potravin. Informac\u00edm uveden\u00fdch na v\u00fdrobc\u00edch d\u016fv\u011b\u0159uje 41 procent lid\u00ed.<br \/>\n    Glob\u00e1ln\u00ed studie trend\u016f ve zdrav\u00e9m stravov\u00e1n\u00ed se v obdob\u00ed od 13. srpna do 4. z\u00e1\u0159\u00ed 2014 z\u00fa\u010dastnilo v\u00edce ne\u017e 30.000 u\u017eivatel\u016f internetu v 60 zem\u00edch sv\u011bta. V \u010cesk\u00e9 republice m\u011bl panel pro tuto studii 500 respondent\u016f.<br \/>\n    Z pr\u016fzkumu, kter\u00fd zve\u0159ejnila za\u010d\u00e1tkem m\u011bs\u00edce agentura STEM\/MARK, naopak vypl\u00fdv\u00e1, \u017ee ve slev\u00e1ch nakupuje b\u011bhem roku 92 procent \u010cech\u016f. T\u0159etina z nich uvedla, \u017ee si zlevn\u011bn\u00e9 zbo\u017e\u00ed po\u0159izuje \u010d\u00edm d\u00e1l \u010dast\u011bji. Pro 28 procent jsou slevov\u00e9 akce doslova kon\u00ed\u010dkem. Jen zhruba dv\u011b procenta nakupuj\u00ed ve slev\u00e1ch \u010d\u00edm d\u00e1l m\u00e9n\u011b.<br \/>\n    Podle loni zve\u0159ejn\u011bn\u00e9ho pr\u016fzkumu t\u00e9\u017ee agentury \u010ce\u0161i v obchodech st\u00e1le v\u00edce porovn\u00e1vaj\u00ed kvalitu s cenou zbo\u017e\u00ed a hledaj\u00ed jejich nejlep\u0161\u00ed pom\u011br. Zat\u00edmco p\u0159ed p\u011bti lety tyto \u00fadaje pova\u017eovaly za nejd\u016fle\u017eit\u011bj\u0161\u00ed dv\u011b t\u0159etiny lid\u00ed, loni to byly t\u00e9m\u011b\u0159 t\u0159i \u010dtvrtiny. Na slevy lid\u00e9 sly\u0161\u00ed, pokud jsou vy\u0161\u0161\u00ed ne\u017e 20 procent.<br \/>\n    Podle \u00fadaj\u016f spole\u010dnosti Nielsen pod\u00edl zbo\u017e\u00ed prod\u00e1van\u00e9ho ve slev\u011b dos\u00e1hl loni v \u010cesku 50 procent a meziro\u010dn\u011b stoupl o t\u0159i procentn\u00ed body. V p\u0159\u00edpad\u011b novinek uv\u00e1d\u011bn\u00fdch na trh dosahuje tento pod\u00edl ji\u017e 63 procent. Efektivita slevov\u00fdch akc\u00ed obchodn\u00edk\u016f na \u010desk\u00e9m trhu p\u0159itom kles\u00e1.<br \/>\n    Objem prodej\u016f rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed v \u010cesku od roku 2008 klesl o dev\u011bt procent. Naopak pr\u016fm\u011brn\u00e1 cenov\u00e1 hladina v \u010cR roste, a to o n\u011bco rychleji ne\u017e klesaj\u00ed objemy prodej\u016f rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed. V sou\u010dtu t\u011bchto dvou faktor\u016f cenov\u00e1 hladina dr\u017e\u00ed tr\u017eby v m\u00edrn\u00e9m plusu. <\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Pro sedm z deseti \u010desk\u00fdch spot\u0159ebitel\u016f je p\u0159i v\u00fdb\u011bru potravin d\u016fle\u017eit\u011bj\u0161\u00ed jejich kvalita ne\u017e cena a t\u00e9m\u011b\u0159 dv\u011b t\u0159etiny jsou ochotny zaplatit vy\u0161\u0161\u00ed cenu za <a class=\"mh-excerpt-more\" href=\"https:\/\/www.invarena.cz\/?p=20447\" title=\"Nielsen:Lid\u00e9 p\u0159i n\u00e1kupu potravin koukaj\u00ed hlavn\u011b na kvalitu\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-20447","post","type-post","status-publish","format-standard","hentry","category-zpravy"],"_links":{"self":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/20447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20447"}],"version-history":[{"count":0,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/20447\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}