At a regional conference in Belgrade GfK gives an overview of the target group aged 25-49 years in eight countries in the Adriatic region with a focus on the market of food and beverage and durable consumer goods.
In the Adriatic region lives 24.6 million people annually spend 100 billion (according to GfK Purchasing Power from 2012 to e). From 25-49 years there are 8 million among which you are employed.
The region is characterized by a rise in sales washing machine, flat TVs (3% in Slovenia, Croatia, 4%, and Serbia as much as 10%). Television is used for information, entertainment and helps to escape into another reality, lately more and more into 3D reality.
Although the proportion of hypermarket in total consumption in Croatia 27%, 22% in Bosnia-Herzegovina, Serbia, only 6%, while in FYR Macedonia last year just opened the first, 25-49 all customers in the region have the same reason for choosing the store you visit most: the most important proximity, followed by price, product range and price to quality ratio. When buying food all the most trusted domestic manufacturers, the cosmetics are important to them, those who come from Western Europe, while for buying household products largely driven by promotions, and buy them in specialty shops.
When you buy a product (25-49 years), his most trusted friends / family (58%), followed by TV commercials that are less prone to the Slovenians, but more than the rest of the region accompanied by references to the Internet.
Region is common and that its residents love to go out to cafes, bars (47%), Croats and cook more often go to nature, Serbs and FYR Macedonians, unlike the Slovenes, less take care of training in order to be “fit”.
83% of 25-49 years in the region that uses the Internet and on average 2.4 hours a day. 68% on Facebook, but only 18% active.
Most depositors in Slovenia (25%) and lowest in Serbia (3%), but they all mostly save for some “unexpected event”, or travel / holiday.
23% at least once in three months, buying something over the Internet, because most of the
region still prefer the “personal” contact with the product, to see it, touch it, smell it.
There are still many more missing money than time: 62% would chose more money, and 32% more time. And plans for the future are the same: first the family, children and travel.
Source Balkans
